New Delhi, May 22, 2023: JioCinema, the official digital streaming partner of IPL 2023, has set new IPL viewing milestones. With 1,300,000,000 video views in the first five weeks of the tournament and an average user time per match of sixty minutes.
The phenomenal success of JioCinema has captivated both viewers and advertisers. This season, digital transmission of the Indian Premier League attracted 26 sponsors, the most ever for any sporting event. With JioCinema’s real-time number monitoring system, which enables advertisers to evaluate their reach, the advertiser response this season has reached a staggering 400.
Jaya Jamrani, CMO of Castrol India, commented on the value of IPL advertising on digital, stating, “Our segments are very diverse, but IPL on digital has allowed me to focus and deliver the right content to the right audience through targeted marketing. Amazing levels of personalization and targeting can be accomplished.”
“It’s a fantastic consumer experience that’s driving up the figures. Forget Hindi and English, which are quite common; there are actually many more speakers of Bhojpuri and even Punjabi. “From a linguistic standpoint, it’s fantastic immersive content for marketers,” said Madison Digital CEO Vishal Chinchankar.
More Retail’s COO – Hypermarkets, Sudhir Shukla, stated, “The capacity to personalize the campaign at scale is what makes IPL on digital so remarkable. Obviously, there are a lot of people, but the caliber of the impact is phenomenal. On digital, we have observed concurrency numbers; now, concurrency numbers increase when a particular batsman bats in match after match. And the capacity to maximize such an opportunity is phenomenal.”
Amardeep Singh, CEO of Interactive Avenues, commented on the desire of smaller brands to advertise on digital this season, stating, “IPL on Digital has democratized television for advertisers. Historically, to advertise on television, large budgets were required. No longer are large resources required to advertise on television.”
According to a recent TAM report, CTV ad spots have increased by 20%, indicating a growing trend of viewers preferring the convenience and flexibility offered by CTV platforms, with JioCinema’s premium offerings of IPL including 4K, multi-cam, and 360-degree viewing at an unprecedented scale for free.
Regarding CTV advertising, Singh added, “We anticipate reaching anywhere from 25 million to 40 million CTV households. And what we’ve seen in the final metric is that CTV advertising performs better than a standard mobile ad.”
JioCinema is poised to captivate viewers and break more streaming records as the tournament nears its conclusion, given its outstanding performance thus far.
Anil Jayaraj, chief executive officer of Viacom18 Sports, stated, “Advertisers are the major winners this season, and that’s as it should be. Through JioCinema, advertisers are able to reach the appropriate audiences at the appropriate cost. JioCinema has enabled many advertisers, lesser brands, and companies to join the bandwagon, which was previously the exclusive domain of the top 100 advertisers.”
According to the report, CTV ad spots have demonstrated a consistent growth trend, increasing from 78 spots (average ad spots per match) in week 1 to 94 spots (per match) in week 4, which represents a 20 per cent growth.
The number of sponsors during IPL`s digital streaming has reached 25, the highest ever for any sporting tournament.
The average user time spent on JioCinema per IPL match has surpassed 60 minutes, as per the report by Broadcast Audience Research Council (BARC).
SCORE further explains that more viewers stream IPL on Smart TVs than watching over cable or DTH. With 62% viewers on connected TV and 38% viewers on cable/DTH, the report further establishes declining IPL viewership on TV.
Synchronize India, a marketing and consumer insights company and Unomer, the leading digital consumer insights platform have partnered to bring ‘SCORE’ – an ad effectiveness measurement solution for brands advertising and sponsoring during Tata IPL 2023