Category: Sports

  • Royal Challengers Bengaluru restores three lakes as part of Go Green initiative

    Royal Challengers Bengaluru restores three lakes as part of Go Green initiative

    Mumbai: As per India Cares Foundation’s latest report, Royal Challengers Bengaluru (RCB) have completed the restoration work of two major lakes in Bengaluru upscaling the water holding capacity of these lakes and adding civic amenities in a third lake, while improving the biodiversity around these water bodies as part of RCB Go Green Initiative.

    RCB launched the Lake Improvement Works Project as part of their ESG commitment in October 2023 with a focus on desilting and developing the Ittgalpura Lake and Sadenahalli Lake. These lakes were selected for being highly water-stressed areas, with borewell depths ranging from 1000 to 1500 feet. The areas also lack access to Kaveri River water and are totally dependent on groundwater and surface water.

    According to the report, Over 1.20 lakh tons of silt and sand have been removed at the Ittgalpura Lake and Sadenahalli Lake which has been used to create bunds and pathways across the lakes and 52 farmers have taken the soil to use as topsoil for their fields as well.

    A total of nine acres of lake land have been recovered, resulting in the creation of stabilization ponds and wetlands. These features will benefit the birds and animals inhabiting the lakes. The water holding capacity of the lakes has also increased for up to 17 acres.

    The lakes will not only facilitate groundwater recharge but also serve as vital sources of drinking water and support agricultural activities in the surrounding area. It will provide additional livelihood opportunities for the fishermen and farmers of the two lakes, who can now harvest three times as much as before. Currently reliant on borewells for agriculture, farmers can now utilize these rejuvenated lakes for farming and other purposes, thereby enhancing productivity and sustainability.

    Meanwhile, at Kannur Lake, the objective has been to improve community ownership through the creation of civic amenities as lake assets. Ethno-Medicinal Plants Parks, Bamboo Parks, and Butterfly Parks are also being created at all three lakes as the initiative aims to improve and sustain the biodiversity of the lakes while also serving as educational hubs for children to understand the ecosystem.

    It must be noted that the National Compilation on Dynamic Ground Water Resources of India 2022 report by the Central Groundwater Board of India estimates that over 12 per cent of groundwater blocks in India have been over-exploited, 12 per cent in the semi-critical stage and 3 per cent are in critical stage.

    “Fans are at the heart of everything we do at RCB. Their unwavering support has propelled us to become one of the world’s first carbon-neutral franchises. Our fans have been actively engaged in our green initiatives since 2013, playing a pivotal role in spreading awareness about sustainability within our community. Building on this momentum, we naturally expanded our focus to support our local community by spearheading the restoration of key lakes in Bengaluru. These lakes not only serve as critical groundwater sources for neighbouring villages but also form the backbone of local livelihoods. Through collaborative efforts with both local authorities and communities, we have managed to take a small step in the bigger purpose of restoring the old pride of Bengaluru, the lake city,” said Royal Challengers Bengaluru VP and head Rajesh Menon.

    Such initiatives would be key to raising awareness about the ground-level water situation in and around Bengaluru. The process of lake rejuvenation adheres strictly to established procedures and standards drawn from civil engineering, environmental engineering, and related fields under the guidance of “Friends of Lakes”. These standards, meticulously outlined in textbooks, serve as guiding principles throughout the rejuvenation process. The successful revitalization of these lakes stands as a testament to the effectiveness of engineering and environmental standards, showcasing a proven approach to lake restoration.

    The Green Game was conceived in 2011 and since then through multiple initiatives, RCB is now the world’s first carbon-neutral cricket team and the foremost cricket franchise in the world rallying behind a people’s movement for a greener planet.

  • Havas Play inks strategic partnership for Valvoline & Lucknow Super Giants at IPL 2024

    Havas Play inks strategic partnership for Valvoline & Lucknow Super Giants at IPL 2024

    Mumbai: Havas Play, the specialised sports, entertainment, and content division of Havas Media Network India, has tapped into the world’s largest T20 cricket extravaganza, the Indian Premier League 2024 by facilitating a strategic tie-up between IPL team Lucknow Super Giants and Valvoline as its official lubricant partner. This association will further strengthen the brand perception of the lubricant behemoth, for which Havas Media India has been managing the integrated duties since 2022.

    With fandom at the center of its ethos, this collaboration is all about maximizing brand exposure, and enhancing fan experiences during one of the most anticipated sporting events globally.

    At the heart of this collaboration lies the seamless integration of Valvoline’s branding on the helmets and caps worn by players of the Lucknow Super Giants team during match days and training sessions. This strategic placement ensures that Valvoline’s brand message resonates with millions of cricket enthusiasts worldwide throughout the IPL 2024 season. The innovative approach of incorporating helmet branding not only amplifies Valvoline’s visibility on air during live IPL broadcasts but also adds an authentic touch that aligns perfectly with the fervor of the game on the ground. As part of the brand activation strategy, a Valvoline kiosk is set up inside the stadium concourse where spectators are kept engaged through various activities such as face painting, merchandise displays, and the distribution of product leaflets and brochures. This interactive approach fosters meaningful connections with the audience, reinforcing Valvoline’s presence and fostering positive brand associations during the IPL season.

    Valvoline Cummins CMO Ipshita Chowdhury said, “Evidently, cricket holds a significant place in Indian culture, with millions of passionate fans across the country. The IPL, with its colossal viewership and widespread popularity, serves as a prime platform for Valvoline to amplify its brand identity. Partnering with a property as popular as the IPL enables Valvoline to extend its reach to various segments of its target audience, including dealers, mechanics, and other key stakeholders within the automotive industry. The collaboration emphasizes Valvoline’s commitment to quality, performance, and innovation in automotive lubricants. This partnership not only enhances brand visibility but also fosters deeper engagement and loyalty among consumers, solidifying Valvoline’s position as a trusted and influential player in the market.”

    Lucknow Super Giants CEO Col Vinod Bisht said, “We are thrilled to join forces with a distinguished brand like Valvoline, a true leader in the lubricant market. Valvoline’s unwavering commitment to excellence mirrors our own relentless pursuit as a team. The shared synergies between Valvoline and the Lucknow Super Giants are unmistakable – as we are driven by a common goal of achieving recognition as performance-driven and passionate champions. This partnership, orchestrated by Havas Play, exemplifies the essence of brand relatability and a value-driven proposition.”

    Talking about the collaboration, Havas Media India president – investments and  Havas Play MD R. Venkatasubramanian said, “Leveraging Havas Play’s expertise in experiential marketing and content creation will serve to amplify the reach and impact of this collaboration. By harnessing its proficiency in crafting immersive brand experiences, we will create compelling narratives around the partnership, resonating with fans both on and off the field. Through innovative storytelling and captivating content, Valvoline will cultivate deeper connections with the audience, ensuring that the brand experience extends beyond traditional advertising avenues.”

  • TV viewership for Tata IPL 2024 touches approximately 45 crore viewers

    TV viewership for Tata IPL 2024 touches approximately 45 crore viewers

    Mumbai: Disney Star, the official broadcaster of TATA IPL 2024, continues to see a rise in TV viewership for the marquee tournament. As per BARC, Disney Star has registered a cumulative reach of 44.8 crore viewers for the first 22 days (26 matches) of TATA IPL 2024 garnering 18,800 crore minutes of total watch time. Cumulative reach for the live broadcast has grown eight per cent compared to the last season with match ratings (TVR) growing by 15 per cent.

    The highly anticipated and thrilling rivalry showdown clash between MI and RCB on 11 April drew an impressive audience of 14.75 crore viewers on television, who watched a total of 1,017 crore minutes of IPL coverage on the Disney Star Network.

    As the ICC Men’s T20 World Cup approaches, the ongoing TATA IPL is providing a prime opportunity for viewers and India’s squad selectors to closely evaluate players’ performances, especially focusing on openers, all-rounders, and wicketkeepers. Star Sports, as the broadcaster of the TATA IPL and the ICC Men’s T20 World Cup, will keep fans up-to-date with all the latest action and player performances, offering insights and analyses that build anticipation and excitement for the upcoming global tournament.

    Source: BARC data for 2+U+R

  • JioCinema logs over 71.5 crore views for the MI vs CSK clash

    JioCinema logs over 71.5 crore views for the MI vs CSK clash

    Mumbai: JioCinema logged over 71.5 crore views for the marquee fixture between Mumbai Indians and Chennai Super Kings on 14 April which was lit by MS Dhoni’s last-over cameo and blistering ton by Rohit Sharma. The official streaming platform for the TATA IPL amassed 933 Crore minutes of watch time and 13 crore viewers, bettering the reach of TATA IPL 2023 final.

    JioCinema commenced the 2024 season with over 59 crore views which led to 660 crore minutes of watch-time on day one. After 29 matches, over 1200 crore views and 14,800 crore minutes of watch time were clocked from 38.3 crore viewers on the platform, a 42 per cent growth in viewers compared to the same period last season. The time spent per viewer per match on connected TV (CTV) has crossed 80 minutes.

    JioCinema’s free-to-play predict and win game, Jeeto Dhan Dhana Dhan has enhanced the overall fan engagement efforts. The opening night contest saw Bhandup-based Antony D’Cruz winning gold worth Rs 50 lakhs. Over 25 viewers from lengths and breadths of the country have won an elegant hatchback, motorcycle, and a smart TV, among many other prizes.

    JioCinema’s list of digital streaming sponsors for the 2024 TATA IPL season includes Dream11 as a co-presenting sponsor, while Tata Motors, PayZapp by HDFC Bank, SBI, Cred, AMFI, Upstox, Charged by Thums Up, Britannia, Pepsi, Parle products, Google Pixel, Haier, Jindal Steel, Vodafone, Dalmia Cements, Kamla Pasand, Rapido, MRF Tyres, RuPay and Jaquar Bath & Light, have joined hands as associate sponsors.

    Fans can watch the 2024 TATA IPL season in 4K, across 12 languages, including Haryanvi for the first time, with multi-cam options, including the much-loved Hero Cam.

  • FC Barcelona lead the top five European leagues for minutes played by teenagers

    FC Barcelona lead the top five European leagues for minutes played by teenagers

    Mumbai: The academies of LALIGA EA SPORTS clubs have long been renowned for producing world-class talents, and a new report from the CIES Football Observatory has underlined that Spanish clubs’ youth development remains as strong as ever.

    The report, titled “Youth employment: World rankings”, ordered clubs based on the percentage of minutes in their domestic league matches which have gone to young players over the past year, from April 2023 to April 2024. When looking at U20s – that is to say, teenager players – it’s FC Barcelona who comes out on top for all clubs in Europe’s five major leagues, as 15 per cent of the LALIGA EA SPORTS minutes given out by Xavi have been to teenage talents, such as Lamine Yamal, Gavi and Pau Cubarsí.

    As Xavi explained earlier this season in a press conference: “We must trust the young players, the homegrown players. I think they’re ready, as I see their faces and they’re hungry. I’m really excited about this because it’s a solid and brave decision.”

    It wasn’t only U20s that the CIES Football Observatory analysed. The report also detailed the percentages for other age categories, and FC Barcelona came second in Europe’s top five leagues for the fielding of U19s. 9.0 per cent of the Catalan club’s minutes in the past year were for players who hadn’t yet celebrated their 19th birthday, and only Ligue 1’s Toulouse FC had a higher percentage, at 9.1 percent.

    In terms of U21s, FC Barcelona are third with 22.0 per cent, only behind the French sides RC Strasbourg (26.8 per cent) and Lyon (23.2 per cent). And, Barça are joined near the top of this ranking by other LALIGA EA SPORTS sides, as Valencia CF are fifth for minutes played by U21s, with 15.6 per cent, while Girona FC is sixth in the ranking, with 14.2 per cent.

    It’s Valencia CF who is the top-rated Spanish club in the report’s rankings for U22s and U23s, sitting second for the use of U22s in Europe’s major leagues, with 28.1 per cent of Rúben Baraja’s minutes going to players in this age category, and fourth on the continent for U23s, with 37.6 per cent.

    When looking at the top 20 clubs for use of U23s in Europe’s five major leagues, only France’s Ligue 1 has more representatives than LALIGA EA SPORTS, with Valencia CF, Girona FC, Villarreal CF and FC Barcelona all featuring highly in this ranking.

    LALIGA EA SPORTS’ use of homegrown players

    This latest CIES Football Observatory looked strictly at age, but another report from the same institution earlier this season similarly studied the use of homegrown players by clubs in the top European leagues. In that study, they counted the players who’d spent at least three seasons at a training club between the ages of 15 and 21.

    Five of the top six in the standings for clubs with academy alumni in their current squads were LALIGA EA SPORTS clubs: Athletic Club were first (16 players), Real Sociedad were second (12 players), Valencia CF were third (11 players) and then CA Osasuna, UD Las Palmas and Bundesliga side SC Freiburg were joint-fourth, with nine academy graduates each.

    It’s clear to see, then, that Spanish clubs are developing many quality players in their academies and then placing trust in these talents in important LALIGA EA SPORTS fixtures. That’s a brave approach, as Xavi outlined, but one which can lead to very bright futures for these teams.  

  • “India is the biggest cricket market on the planet”: Scott Weenink & Rajesh Kaul

    “India is the biggest cricket market on the planet”: Scott Weenink & Rajesh Kaul

    Mumbai: Sony Pictures Networks India (SPNI) has secured the exclusive television and digital rights to broadcast and stream all New Zealand Cricket matches, featuring BLACKCAPS and WHITE FERNS, in India and associated territories for the next seven years. This agreement, spanning from 1 May 2024, to 30 April 2031, encompasses India’s tours of New Zealand in the 2026-27 and 2030-31 seasons, as well as all bilateral Tests, ODIs, and T20Is held in New Zealand during this period.

    As per media reports, the deal is estimated to be valued between $90 million to $100 million (equivalent to approximately Rs 749 crore to Rs 833 crore). All matches will be telecast and streamed live across SPNI’s sports channels and will be livestreamed on Sony LIV. Additionally, SPNI’s digital rights in India will be co-exclusive with Amazon Prime for the 2024-25 and 2025-26 seasons.

    New Zealand have enjoyed major success in the recent years, with the inaugural World Test Championship title win in 2021 highlighting their accolades. The men’s team also finished runners-up in the previous T20 World Cup, winning millions of hearts with their spirited display.

    Subsequently, cricket fans in the Indian subcontinent can look forward to watching the BLACKCAPS in action against India, Australia, England and Pakistan among others until the end of the 2031 season.

    Indiantelevision.com had a delightful conversation with SPNI’s chief revenue officer – Distribution & International Business and Head – Sports Business, Rajesh Kaul and New Zealand Cricket CEO Scott Weenink, where each shared their take on the significance of this deal, evolution of digital platforms & streaming services and much more…

    Edited excerpts

    On Sony Pictures Networks India leveraging this partnership to enhance its sports content offerings

    Kaul: We are a global multi-sports arena and the premier destination for sports fans. Our aim has been to strengthen our sports portfolio not only with cricket offerings but also in Tennis, Football, WWE, Fight sports, motorsports, domestic leagues and multi-sporting events among others.   We have been acquiring prestigious marquee properties at regular intervals and our sports acquisition strategy has always been guided by rational decisions. With the current media rights scenario in India, we feel that NZC cricket rights is something which adds significant value to our portfolio which currently comprises England and Wales Cricket Board and Sri Lanka Cricket.  Apart from Team India’s series in these nations, we will also broadcast the high-octane non-India cricket series hosted by these countries. We are also the home to the next two editions of the UEFA EUROs as well as home to three out of four Grand Slams on our network with Australian Open, Roland Garros & US Open. Recently, we announced the extension of broadcast rights for the UEFA Club competitions for an additional three years. Our objective has always been very clear, i.e., to serve sports fans with premium content in the form of diverse global and local properties and we will continue the momentum in the future.

    On this collaboration contributing to the development of cricket in New Zealand

    Weenink: Well, it’s obvious. India is the biggest cricket market on the planet. This is a big deal, which will help service the game of cricket in New Zealand from the grassroots up, men and women, and juniors. Also, by increasing the exposure of NZC and NZC Players to the Indian market, we are increasing both the commercial value of NZC and the individual intellectual property value of NZC Players.

    On the role of digital platforms and streaming services evolving in the broadcasting of cricket matches, particularly in the context of this partnership

    Weenink: AT NZC we’ve long held that digital and streaming is the future. I don’t think there’s much doubt about that.

    However, it’s also true that linear is still massive in terms of the present day – representing more than half the consumer market in India.

    Having an arrangement in which we can provide our games on both linear and digital is very important to us.

    On some other strategies you have in place to maximize the success of this partnership and some innovative plans Sony Pictures Networks India has for enhancing the viewer experience during New Zealand cricket matches

    Kaul: Cricket is the most popular sport in India and bilateral cricket series rights provide a broadcaster with access to regular high-quality cricket. The New Zealand Black Caps & Silver Ferns enjoy a strong following in India due to their highly competitive spirit and good sporting behaviour. Stars like Kane Williamson & Trent Boult are among the top followed international stars among cricket fans. Cricket rights for New Zealand helps in providing around the clock offering for sports fans. The addition of NZC to our cricket portfolio, which already includes ECB and SLC, helps engage the cricket fan with our network regularly through the year.

    Our programming initiatives also play an integral role in attracting new audiences and we will continue the momentum with New Zealand Cricket matches. Sony Sports Network (SSN) broadcasts all the India matches in English, Hindi, Tamil and Telugu. For an enhanced viewing experience, we have virtual reality sets and augmented reality graphics. Our live studio show for cricket, Extraaa Innings, is an iconic SSN show since 2003. It has a relaxed, conversational manner of cricket coverage which eases into Indian homes like a member of their family and presents cricket from a unique human-interest angle which focuses on the emotions rather than over-analysis or microstats. In addition to this, we have always reached out to our cricket fans through our iconic campaigns like Love for Cricket knows no Boundaries, Ashes – Platinum Standard of Cricket among others and will also continue to do so with NZC series.

  • IPL 2024 viewership on TV crosses 40 crore for first 18 matches on Disney Star

    IPL 2024 viewership on TV crosses 40 crore for first 18 matches on Disney Star

    Mumbai: As per BARC, more than 40 crore viewers tuned in for the live TV broadcast of the first 18 matches of IPL 2024 on Disney Star network, marking the highest-ever cumulative reach for the live broadcast of 18 matches. The broadcaster has also recorded 12380 crore minutes of watch time, a growth of 15 per cent compared to 2023 edition. Additionally, the TVR witnessed a growth of 17 per cent compared to 2023 edition. The growth in viewership reflects fans’ unwavering support and love for IPL on TV. Star Sports will celebrate fans through a special week, starting 15 April, highlighting the ‘Ajab fandom of IPL’ and paying homage through various initiatives that highlight the distinct ways each fan engages with their favourite sport and teams.

    The inclusion of Indian Sign Language feed and AI technology in the TATA IPL 2024 broadcasts has met with positive response, attracting a wider audience, and fostering a more inclusive viewing experience. Shows like Cheeky Singles, feat. Carry Minati has further boosted IPL’s appeal by infusing fresh perspectives and diverse content into the coverage. Through an immersive broadcast, Star Sports aims to make IPL 2024 a truly unforgettable and personal experience for all.

    Source:

    BARC data for 2+U+R

  • TAM Sports: Top advertisers added more than 38 per cent share of ad volumes in IPL 17

    TAM Sports: Top advertisers added more than 38 per cent share of ad volumes in IPL 17

    Mumbai: TAM Sports has released an IPL report based on the first 23 matches of IPL 17 and for all the channels on which matches are telecasted.

    Television advertising for IPL 17 experienced a six per cent increase in ad volumes per channel compared to IPL 16 during the first 23 matches played.

    During IPL 17, the count of categories and advertisers increased by 65 per cent and 37 per cent compared to IPL 16.

    The top five categories present in IPL 17 together covered 50 per cent share of ad volumes with ecom-gaming leading the list. Among the top five categories, ecom-gaming and pan masala were the common categories in IPL 17 and IPL 16. Two of the top five categories in IPL 17 belonged to the F&B sector. Sporta Technologies clinched the top position among advertisers in 16 matches, while Parle Products emerged as the leading advertiser in seven matches during IPL 17. Together, the top advertisers added more than 38 per cent share of ad volumes in IPL 17. Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present among the top five of IPL 17 & IPL 16.

    In the 23 matches of IPL 17, there were 37 new categories and 86 new brands present compared to the same no of matches in IPL 16. Parle Food Products and Airtel Xstream Fiber secured first and second positions among the 73 new brands present in IPL 17.

  • TAM Sports: Top advertisers added 37 per cent share of ad volumes in IPL 17

    TAM Sports: Top advertisers added 37 per cent share of ad volumes in IPL 17

    Mumbai: TAM Sports has released an IPL report based on the first 15 matches of IPL 17 and for all the channels on which matches are telecasted.

    Television advertising for IPL 17 observed growth in ad volumes/per channel of one per cent compared to IPL 16.

    During IPL 17, the count of categories and advertisers increased by 63 per cent and 26 per cent compared to IPL 16.

    The top five categories present in IPL 17 together covered 52 per cent share of ad volumes with Ecom-gaming leading the list. Also, throughout all the 15 matches of IPL 17, Ecom-Gaming dominated the category list. Ecom-gaming and pan masala were the common categories between IPL 17 and IPL 16. Among the top five categories in IPL 17, two of them were from food & beverages sector. In advertisers, Sporta Technologies secured first position from Match one to seven and Parle Products was the leading advertiser from Match eight to eleven during IPL 17. Together, the top advertisers added 37 per cent share of ad volumes in IPL 17. Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present between IPL 17 & IPL 16.

    In the 15 matches of IPL 17, there were 36 new categories and 73 new brands present compared to the same no. of matches in IPL 16. Parle Food Products and Airtel Xstream Fiber secured first and second positions among the 73 new brands present in IPL 17.

  • IPL 2024 draws advertisers as CTV viewing trends soar

    IPL 2024 draws advertisers as CTV viewing trends soar

    Mumbai: Indian Premier League continues to assert its dominance not only on the field but also in the realm of advertising. As the 2024 season kicks off, IPL is once again proving to be a magnet for advertisers, especially as Connected TV (CTV) viewing trends soar to new heights.

    The tournament has consistently been a hotspot for advertisers looking to reach millions of passionate fans across the globe. However, the 2024 season brings a new dimension to advertising strategies with the surge in CTV viewership.

    Connected TV, which refers to the streaming of television content over the internet via smart TVs, streaming devices, or gaming consoles, has witnessed a remarkable uptick in recent years. This rise can be attributed to various factors, including the proliferation of high-speed internet, the emergence of streaming platforms, and the growing preference for on-demand and personalised content consumption.

    With more viewers opting for CTV platforms to watch their favorite sports events, advertisers are seizing the opportunity to connect with audiences in a more targeted and engaging manner. Unlike traditional television advertising, CTV allows for precise audience targeting based on demographics, interests, and viewing behavior, thereby maximizing the impact of ad campaigns.

    The shift towards CTV advertising is also reshaping the dynamics of ad spending in the sports industry. As advertisers allocate a larger portion of their budgets to digital channels, traditional media platforms are facing increased competition for ad dollars. This trend underscores the importance for sports leagues like the IPL to embrace digital innovation and adapt to changing consumer preferences to remain competitive in the advertising landscape.

    In response to the growing demand for CTV advertising opportunities, Indiantelevision reached out to industry experts where they explained how advertisers are adapting their strategies to target viewers on connected TV platforms during IPL 2024 and the factors that are driving the surge in connected TV viewership for IPL and capitalising on this trend.

    Edited excerpts

    mediasmart chief growth officer Nikhil Kumar

    Cricket enjoys a reverential status in India and advertising dollars are where users are. The surge in CTV viewership for IPL in both metros and satellite towns has been driven by factors like increasing internet penetration along with high speed data, availability of Smart TVs at a competitive price point, and the availability of streaming platforms. Additionally, with the broadcasting rights split between two epicenters – JioCinema on digital and Star Sports on offline mediums, there’s a wider audience available for advertisers. Advertisers are capitalizing on this trend by targeting ads specifically for the CTV audience, leveraging advanced targeting capabilities, and creating interactive and engaging ad formats to capture viewers’ attention effectively. Additionally, advertisers also can prioritize time-based and location-based user segmentation to target audiences beyond CTV. As organic searches for cricket matches go up, fans celebrate live viewing together in restaurants, or app-based activity for fantasy apps also increase, it’s a great opportunity to connect these users across screens to have a lasting brand impact in the high-adrenaline cricketing season!

    In addition to this, it’s important to shift the focus from where the ad is being shown to who the ad is being shown to. That means finding the right audience and right channels of measurement, combined with the power of compelling creatives. For IPL, advertisers have the opportunity to leverage several attractive formats on CTV to achieve higher levels of brand engagement and recognition. Interactive ads, for example, are highly attractive and can be either through creating an animated background where products and the main messages of the ad gain a dedicated spot, or through the progress bar sync format, where the product or service becomes a part of the video. Brands can also leverage Smart QR codes to create powerful redirections and boost action. By programmatically catering to viewers on CTV, advertisers can also prioritize unifying reach through technologies like Household Sync and drive action on app, DOOH, or in-stores. This can help to break from the clutter and target viewers to see incremental lift across various metrics such as message association, brand awareness, purchase intent, and sales.

    MiQ global commercial board member & managing director Siddharth Dabhade

    In the IPL season, advertisers must look beyond just one streaming platform to find their most relevant audiences and effectively engage with them. Advertising during IPL matches will get you a wide reach with a diverse range of engaged users that may or may not be your brand’s relevant audience.

    Some strategies we’ve seen brands deploy this IPL season are:

    Match moments-synced ads: the ads are activated in-sync with match moments or milestones, for example: after an bowler takes two wickets in an over or a batsman hits a half-century. These ads are served programmatically to create maximum impact & engagement.

    Retargeting viewers across devices: As the same Ads run in every inning during IPL matches, viewer attention shifts to other devices or platforms. In fact, MiQ’s Advanced TV research report from India found that 56% viewers often or almost always use a second screen while streaming or watching content on TV. By retargeting consumers who have already shown interest in your brand across any device and delivering tailored ads on CTV, you have the chance to make a lasting impression

    The biggest factor is the cost, as IPL is free to watch on TVs and mobile on the JioCinema app, which is driving up viewership numbers on Connected TVs and mobile devices.

    CTV advertising offers access to affluent audiences that are hard to reach on linear TV. During big-ticket events like IPL, advertisers want to boost brand awareness, reach, and recall among cricket fans and their target group of customers. CTV ads provide better media planning, targeting, activation, and measurability than linear TV ads.

    It’s no surprise that TV viewership is at its peak during tentpole sports events, and it’s attracting more and more advertisers. Programmatic CTV ad inventory for IPL is more cost efficient for advertisers.