IPL 2023: The First IPL Match on TV got 40 Percent Fewer Advertisers, Digital Made a Big Dent, Know the Whole Matter

A new trend has emerged in IPL. Advertisers are turning to digital leaving TV. In the TV rating of BARC India, where in the first match last year, about 52 advertisers had given advertisements on TV. And this year only 31 advertisers appeared. That is, 40 percent of advertisers have turned away from TV broadcasting.

Reduction in the Number of Advertisers on TV

The number of TV advertisers in the last IPL season was around 100. This time TV will be able to touch the figure of 100 advertisers, it seems very difficult. The number of sponsors on TV has also come down, from 16 last year to 12 this year. Out of these 12, one sponsor is also associated with the third match.

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IPL is Being Broadcast on this Channel on TV

Companies associated with Reliance are completely missing from the list of advertisers. The reason is Reliance Group’s company Viacom-18, which has got the digital broadcasting rights of IPL. Other big TV advertisers who quit include Byju’s, Cred, Muthoot, Netmeds, Swiggy, Flipkart, PhonePe, Meesho, Samsung, OnePlus, Vedantu, Spotify and Havells. Star Sports Network is telecasting the IPL matches live on TV in India.

Digital Capture of TV Ad Revenue

Digital has captured a major chunk of TV ad revenue. Over 125 advertisers have tied up with Viacom-18 for digital advertising, bypassing TV. These include companies like Amazon, PhonePe, Samsung, Geomart, UB, TVS, Castrol, ET Money, Puma, Ajio.

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Advertisers are decreasing on TV, obviously this will have a direct impact on the revenue of TV broadcasters as well. There is still time to come out with the complete figures of IPL revenue, as the IPL progresses the picture will become more clear.

You Can Watch the Match here on Digital

Viacom-18 in India is live streaming IPL 2023 matches on the Jio Cinema app. For a total of Rs 20,500 crore, Viacom-18 had acquired the rights for digital live stream of matches in India. Users of all telecom providers with Jio subscribers can enjoy IPL matches by logging into Jio Cinema app for free.