Indian Ipl 2023 – Nail-biting victories, high-octane drama and intra-squad rivalries, this scintillating sporting event has it all. Yes, we talk about glamor and sports, only one event comes to our attention and that is IPL and how many great IPL matches we have played so far.
The excitement about IPL is in the perfect balance between spectacle, IPL Day (which has become a reverberating memory) and family entertainment and serious sports. Going down memory lane in 2008 when IPL was conceptualized, it was a combination of Bollywood entertainment and India’s favorite sport. Remember, ‘Manoranjan Ka Baap’ was promoted in IPL, and since then IPL has blossomed into a full-length drama worthy of its entertainment-oriented audience.
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Well, it would be remiss to talk about the IPL and not mention the brands and advertisers who are gearing up hard to capitalize on the IPL scare. But no matter how enticing IPL promotions are, it also requires proper planning. The tug of war between TV and digital is real, but why worry when we’re here to help you make the best decision.
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Keep reading our blog and grab this opportunity to know all about IPL Advertising on TV vs Digital.
Remember when Netflix announced it was starting to stream online, the iPhone first saw the light of day. Since then, ‘Is TV dead?’ Questions and headlines like From any industry expert and report. The death of television has been predicted to be imminent, but in reality, many years later, we are still in the early stages of making such a statement. Even in 2023 most of the TV audience is still dominated by linear TV and we can say that TV is here to stay.
Talking about the revolution of television, it has undergone a major shift from cable to DTH to sports broadcasting and global content. GroupM South Asia CEO Prashant Kumar said, “There are many new opportunities for TV advertisers in the coming years. India is poised to become the third largest TV market in the next three years.” (Source: E4M)
With around 210 TV households, GroupM estimates India’s TV penetration to be around 70%, so there is still plenty of room for growth.
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However, TV ad spend in India is estimated to grow at a relatively lower rate than before due to huge competition from digital companies. It is expected to grow at a CAGR of 11.8% from 2023 to 2027, indicating that TV is still going strong. This percentage is higher than the global average of 1.1% and APAC’s 3.7%. According to this data, India is expected to be the third largest TV advertising market by 2024.
A big reason why TV still dominates the market is because it allows for family viewing along with made-for-TV genres like sports. Especially niche genres such as movies and sports are produced and broadcast on the big screen. The viewing experience on television is significantly improved compared to a smartphone screen.
Additionally, family and meeting viewing facts can only be enjoyed better on TV. Family remains an important part of India’s social fabric, and 97% of TV households (single TV) attest to the importance of family viewing. Here are some reasons why television continues to grow in India:
1. Access to affordable TV sets: Government’s focus on increasing electricity run time and household electrification and policies like manufacturing pro policy like Make in India, PLI schemes are major drivers of TV set penetration in rural households. In fact, even consumer goods companies are building a deeper and better rural retail presence to capitalize on this rural opportunity.
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2. TV continues to be affordable: Pay TV cable and DTH start at INR 153 (inclusive of all taxes), giving access to over 200 FTA channels. (Source: KPMG report) Compared to traditional television in other countries, the cost of television channels in India is among the lowest in the world.
3. Headroom for increased TV penetration: Compared to other developed markets and Southeast Asian economies, India has nearly 61% TV penetration among rural households and 87% among urban households. This highlights that there is still a huge headroom in TV penetration in India.
4. Amount of content available on television: The amount of content available on television, including regional language content, is the highest among entertainment media.
Original TV content in Hindi and other regional languages is produced on a much larger scale than any OTT platform. This has a significant impact on how important television is as a medium. Different languages also ensure that the Indian television industry is profitable globally. Additionally, regional language content is under-indexed (contribution of advertising revenue to consumption contribution) and is expected to witness strong growth in the future, which will spur growth in content consumption on TV.
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There has been a steady increase in ratings for sporting events, which acts as a catalyst for brands to continue to invest heavily in sports advertising on television to reach a wider audience across socio-economic classes. Talking about the socio-economic classes, the viewership of the games is mostly based on NCCS AB households, which contribute 60% in the recent seasons of IPL, ISL and PKL. The rest of the audience comes from the NCCS CDE.
Given the purchasing power of this demographic, a large segment of the affluent audience is very attractive to brands. On that note, it is equally important for mass-based brands to achieve low NCCS and IPL as a product delivers on that promise.
According to the KPMG report ‘Made in Heaven in Sports Broadcasting TV’, the total TV sports market is expected to reach INR 7,050 Cr in FY21 and INR 9,830 Cr in FY26. This means the CAGR is continuously increasing at 7%.
As described above, given the advantage that sports as a genre enjoys over other genres, the increase in television advertising revenue for sports is expected to outpace the growth of the entire television market. Increase in TV HH penetration, sales of packages (including sports channels) and organic growth of Pay TV are expected to be key drivers of subscription revenue for sports.
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The viewership for IPL 2022 was 400 million, which is 80% more than the viewership of KBC, Bigg Boss, The Kapil Sharma Show, Khatron K Khiladi and Shark Tank. In terms of viewership, marquee athletic events also fare well compared to the influence GEC properties have on TV. Advertisers believe that impactful properties like the Indian Premier League help advertisers create a better consumer connect and gain consumer trust.
Since its inception, the contest has only gained traction and increased its viewership. The league has now become an important event for viewers and advertisers, which is why every year sees massive advertising spend.
This competition has given brands a lucrative opportunity to reach an engaged and massive audience, a gold mine for brands targeting a national audience.
The IPL keeps viewers glued to their TV sets throughout the matches and with Star Sports re-acquiring its live telecast rights, the viewership will be even higher.
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As viewership grows, brands and marketers are pouring their money into the series. An analysis of the 2022 IPL season shows that Star earned Rs 58.1 crore per match through advertisements.
The most interesting thing about IPL is the entertainment factor associated with the sporting event. IPL has been conceived as a family entertainment since its inception, take IPL’s taglines for example, from ‘Manoranjan Ka Baap’ to ‘Keep calm kanna’, everything about the tournament is refreshing, attractive and dazzling. IPL has everything the audience needs to be entertained, be it music, famous faces or countless commercials that tap into the IPL theme.
In India, where sports are widely consumed across all socio-economic groups, popular leagues enjoy widespread popularity among NCCS AB households. A higher percentage of viewers from more affluent NCCS AB households watch sports content, increasing overall television access. (17% increase in 2022 and 2019).
Both traditional and startup/new age based advertisers and brands can make the most of IPL advertising. Traditional businesses such as FMCG can achieve a mix of urban and rural areas due to the high spread of consumption across NCCS (including CTE). To effectively reach their TG across age groups, new age brands (including consumer, fintech and commerce) are using athletic properties like IPL and sports on TV as an important attribute in their brand building wheel.
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The above data underscores the preference of viewers to consume games in their native language, resulting in greater engagement with content. Additionally, it allows advertisers to strengthen or expand their brand presence across India.
This has a significant impact on how important television is as a medium.
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