Will OOH branding hit a sixer this IPL?

OOH experts share that IPL will be a big draw for branding on billboards this year with a surge of 25 % in OOH spends

e4m by Noel Dsouza
Published: Mar 18, 2021 8:56 AM  | 5 min read
OOH IPL branding 2021

2021 has started on a positive note. With a hybrid work environment of WFH and an in-office system in less capacity in place, OOH branding has seen a positive response from clients (brands). OOH has seen a positive bounce back, In Q3 quarter filings OOH companies witnessed a 30% pre-COVID rate revenue filings and OOH experts told us that by the end of Q4, they expect it to be more than 60%-80% more in terms of the previous quarter revenue.

IPL 2021, is scheduled to commence on April 9th, 2021 in Chennai and will wrap up on May 30th, 2021 in Ahmedabad. This two-month period can be a holy grail for OOH advertising and a great marketing mix strategy if incorporated strategically. Last year wasn’t that glamorous for OOH-IPL advertising owing to the pandemic economic woes. Now, OOH experts are betting on IPL 2021, the pandemic year might have been a test match for OOH branding but this year looks like billboards will be on a winning streak.

e4m spoke to OOH Industry leaders to get a low down on the on-site facts and figures about this year's relationship with OOH-IPL branding.

Fabian Trevor Cowan, Country Head, Posterscope India cited that IPL is one of the most premium sporting events in the country and its legacy and brand value are still very much intact.

Cowan, sharing his expectations for this year's IPL-OOH branding, remarked, “It is no secret that last year’s truncated event too brought in the viewers in handsome numbers. Given that there is no reason why the buzz around it won’t be as good as it has always been his year. Even from an advertising point of view since most of last year was bereft of any grand opportunity. I believe brands will patronize the event significantly well.”

According to Dipankar Sanyal, CEO, Platinum Outdoor, IPL this year will be a big draw for brands. Sanyal sharing data with us stated, “Till 2019 IPL and related brand campaigns did not have a significant share of the spends during the period the sporting event was conducted. Our AdEx shows only 0.32% of the spends was IPL related in 2019. However, this year we are seeing some traction for campaigns related to IPL for various brands across categories. In 2020 activation during IPL was a total washout. We expect to have more activation though not at par with 2019 levels. There are restrictions still and that will hinder the activation spends but still way better than 2020.”

Rahul Biswas, Group CMO, EMV explains that with the vaccination drive in full throttle in India, the brand sentiments are on a high, which is evident by the number of campaigns that are ongoing and the ones coming up.

Biswas commented, “IPL is more than just a sport, it is an agglomeration of Sportsmen, Business Tycoons, and Celebrities. Brands have always loved to be associated with IPL and have never missed a chance to highlight such associations with a campaign.”

Biswas sharing his insights on this years IPL, said this year will attract more brands than last year because of two key factors:

  • Market Sentiments are better
  • IPL is happening in India

On a different note, Atin Gupta, Managing Director, Atin OOH sharing his perspective according to his clientele says, “We are already receiving inquiries from various IPL stakeholders for an OOH media campaign. I estimate demand to be lesser than last year especially with the uncertainty regarding the increase in Covid-19 cases, especially in Maharashtra. Our expectations from the IPL is around 50% - 60% of last year.”

Gupta, summing up his expectations and sentiments of this year's IPL, said, “The OOH industry I feel is already picking up, I see a lot of inventory occupied. I don't think the OOH portion of the IPL will be big enough for any turnaround, it will be a small piece but several small pieces can end up making a fantastic story.”

Changing the branding field from traditional OOH to DOOH
Digital has been the holy grail of survival not just for OOH but the overall media industry. Especially, during the pandemic year of 2020. The opportunities that brands can explore are endless and DOOH with its high-powered data insights can provide a better call to action from consumers. Giving brands a better bang for their buck.

Talking about his experience and reactions from clients, Gulab Patil, Founder, and CEO, Lemma, said, “We are getting a positive response for our real-time solutions wherein brands can simulcast their IPL brand ads in sync with real-time moments such as wickets, 6's, 4's and other similar event triggers on DOOH, especially at restaurants and pubs. In addition to this brands are looking for solutions that help amplify the brands association during the IPL wherein media decibel volumes are high and brands need an outlet that lets them outshine in a clutter-filled space. There is an uplift in demand vs last year given brands can plan ahead of time as the country gears up to witness the biggest sporting event. This year's IPL is already creating massive excitement with the audiences and thus the brands. As stakeholders of the OOH industry, we can be assured that the IPL will bring in some exciting campaigns this year, bringing in some relief to the industry."

Biswas, telling us how DOOH can provide high-powered campaigns, remarked, “What's interesting is the way DOOH is used by the brands and consumed by the audience. API integration for Live Match Scores, Brands sponsoring content on DOOH, Sharing real-time selfies and fan moments are few integrations that we are doing for brands in this edition of IPL. Brands have already done content sponsorship deals with us sometime back for IPL. To sum it up during this IPL period OOH will see a surge of 25 % in brand spends compared to March 2021.”

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Over 1300 cr video views clocked in first 5 weeks of IPL 2023: JioCinema

As per the streaming platform, the average time spent per viewer per match has touched 60 minutes

By exchange4media Staff | May 11, 2023 12:05 PM   |   1 min read


JioCinema, the official digital streaming partner of TATA IPL 2023, has reported clocking over 1300 crore video views in the first five weeks. As per the streaming platform, the average time spent per viewer per match also touched 60 minutes. TATA IPL 2023 on Connected TV reached twice the number of viewers than that on HD TV, it said.

“JioCinema continues to grow from strength to strength every week and it is based on clear evidence of consumer’s outright preference of catching the TATA IPL on digital,” said Viacom18 Sports CEO Anil Jayaraj. “The combination of outstanding cricket action and our robust platform proved the stellar opening weekend was just the beginning of bigger things to come. I would like to thank all our sponsors, advertisers, and partners for showing faith in our journey as we continue to elevate every fan’s TATA IPL viewing experience.”

As per JioCinema, it breached the peak concurrency records of TATA IPL twice in a span of five days. On April 12th, it clocked a 2.23-crore peak during the Chennai Super Kings vs Rajasthan Royals match. In the Royal Challengers Bangalore vs Chennai Super Kings fixture, JioCinema says it broke the record again with a concurrency of 2.4 crore.

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IPL 2023: Disney Star seeks higher ad rates for playoffs

The ad rates for league matches are in the range of Rs 15-16 lakh per 10 seconds

By Sonam Saini | May 11, 2023 8:48 AM   |   2 min read


Star Sports, the official broadcaster of the 16th season of the Indian Premier League (IPL),  has upped ad rates for the playoffs and is charging a premium for the second leg of the game. According to multiple sources, the broadcaster is looking for Rs 20-24 lakh for a 10-second ad spot during the quarter, semi-finals and finals.  The ad rates on league matches are priced at Rs 15-16 lakh per 10 seconds.  

“The broadcaster is seeking Rs 20-24 lakh for a 10-second ad spot. This is a tentative price; the transaction may close around Rs 20-22 lakh depending on the type of deal,” said a senior media planner on the condition of anonymity.

He also stated that if a marketer wants to buy a spot on all of the matches (combo deal), the broadcaster will most likely close it between Rs 20 lakh and Rs 22 lakh.

Another senior media planner informed that the broadcaster is in discussion with several brands right now and that the deals will most likely be finalised by next week. 

"Every year, broadcasters raise ad rates for the final matches due to the high level of interest during the playoffs," said a senior media planner. He further added, "There will be advertisers who want to buy spots on the final matches because advertisers understand that IPL matches reach a large number of people, especially during the finale.”

Meanwhile, Disney Star has on boarded four new sponsors after the start of the IPL and, according to the channel, discussions are happening to bring in a few more brands.  In total, Star Sports has roped in over 40 brands across 7-8 categories since the IPL began.

Star Sports has associated with close to 95 brands in the IPL this season. Out of these, close to 45 brands are new for the IPL; they were not present in previous seasons. There have been multiple new categories in this season, ranging from FMCG products like biscuits, dry fruits, dairy products, to brick & mortar-driven products in construction, to mobility-driven categories like travel luggage, online travel booking, and family-driven products like jewelry, ethnic wear, kitchen appliances.  

Disney Star now has a total of 16 sponsors for the 16th edition of IPL –Dream 11, Kamala Pasand, Airtel, Coke, Parle Products, Mountain Dew, Asian Paints, Tata Neu, Mondelelz, Britannia, Rupay, Jindal Steel, Rapido, Amul, Ultratech and Vanessa.

The network has retained the TV rights of IPL for Rs 23,575 crore.

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Pitch Perfect: Radio on a roll this IPL

From franchise associations to big campaigns, radio players are going all out to give advertisers the best reach and pull

By Tanya Dwivedi | May 10, 2023 8:47 AM   |   4 min read


With the 16th edition of the Indian Premier League swaying audiences across the board, brands have been in the forefront to make the most of this sporting spectacle. Not far behind have been radio players who have become a key advertising medium for most categories. From collaborations with franchises to churning out creative content for the season, radio has been playing all the right tunes.

Association with IPL teams

According to Nisha Narayanan, COO, Red FM, the IPL season is an integral part of the programming calendar as listeners like to be engaged with content around the league. “We have an existing collaboration with Sunrisers Hyderabad - a Sun group-promoted team that we partnered with every year. The association between Red FM and the orange army has been very fruitful and is an incredible partnership of 12 long years.”

As for Monalisa Mandal, AVP, Marketing & Digital, Fever FM, the franchise associations have paid off well. “We take pride in being a significant contributor to the league's success and have partnered with Delhi Capitals, Kolkata Knight Riders, Royal Challengers Bangalore, Chennai Super Kings, and Mumbai Indians for the last decade. This year, we have added Gujarat Titans to our kitty. Moreover, our association with multiple teams stands us out during the IPL season.”

Big FM too has partnered with Rajasthan Royals and Punjab Kings. Abraham Thomas, CEO, of Reliance Broadcast Network, said, “We have done a lot of work with the stars of these teams.”

Sharing more on Radio City’s associations, CEO Ashit Kukian says, “Radio City's collaboration with Lucknow Super Giants is a strategic move to tap into the potential of the booming sports market and drive further growth in the radio business. Such associations allow Radio City to attract more advertisers who aim to attract a larger chunk of the audience during the season, thereby increasing the radio station's advertising revenue.”

Radio partnerships with cricket teams have become innovative and the attempt is to move beyond just branding and create immersive experiences for the listeners, Kukian explained. “The cricket updates provide an exciting experience to listeners as it builds an interaction with the radio station, allowing them to participate in contests such as predicting scores and predicting match winners. This, in turn, has increased engagement and made radio advertising more attractive to advertisers.”

Profits from tier markets

Radio may not have the visual appeal unlike TV and digital but is still a prominent medium of investment for brands. Partnership with IPL teams makes this pull stronger for radio and to achieve a greater reach radio players are going in for custom campaigns and in regional languages.
“As these matches take place in multiple cities, custom campaigns are created in regional languages to help brands acquire local connections. Brands that may not have the resources to go national also come on board and beat the limitations of distribution and ad wastage,” Narayanan pointed out.

Challenges any?

“The biggest challenge is the official accreditation like any other press for sports coverage and lack of clarity on the audio coverage of match moments. Live broadcasting is one of the most essential parts of the FM industry, and the inability to broadcast live is the biggest letdown,” Narayanan said.

“If we were permitted to broadcast live commentary, we could have brought sports to every corner of the country and made significant contributions and earnings, as they are two sides of the same coin.”

Kukian, however, believes radio as a medium offers unique advantages that cannot be replicated by television or digital media as it provides extensive and immersive coverage of matches, thereby activating the theatre of mind experience of the listeners.

Getting creative

IPL campaigns on the radio have stood out because of their creative and vivid style. “We bring our audience interesting content with campaigns like ‘Crowd Bajayega Loud’. It is an all-encompassing campaign with several cricket-related capsules on-air and on-digital,” said Narayanan.

Getting cricketing stars on board also draws audience. Sharing more on that, Kukian said, “Radio City has launched a new edition of its cricketing show ‘Cricket ka Blockbuster’ by on-boarding cricketer Suresh Raina as its official host for this season.”

Some players have ventured into the gaming arena too. Abraham says, “With My Gaming turning into a huge creative category, Big FM has launched Big Bingo Cricket this season.”

Sharing Fever FM’s campaigns, Monalisa said, “We have already launched our digital campaigns, which are tailored for each of our partner teams. For Delhi Capitals, we have "Har Ghar Killa Kotla", “Yeh Hai Nayi Delhi”, and "Junior DC". For Gujarat Titans, we have the "Avaa Dey" campaign; for KKR it is “Dil Kahe Baar Baar Ami KKR”.

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playR partners with Mumbai Indians, CSK, Punjab Kings and Rajasthan Royals for IPL

The brand has come on board as their Exclusive Global Merchandise Partner this year

By exchange4media Staff | May 8, 2023 1:45 PM   |   2 min read

play r

Sports and lifestyle brand playR has partnered with four IPL teams as their Exclusive Global Merchandise Partner this year. The teams include Mumbai Indians, Chennai Super Kings, Punjab Kings, and Rajasthan Royals.

This partnership has enabled fans across the globe to feel more connected to the game, and the merchandise range includes apparel, accessories, and lifestyle products for fans to show their loyalty to their chosen team. The brand has been making waves in the sports merchandise industry with its commitment to quality and customer satisfaction.

In the short span since the association, playR has already achieved significant milestones. The brand has shipped over 35,000 jerseys and 15,000 fan merchandise in just 30 days. This is a testament to the brand's popularity and the trust that fans have in its products.

In addition to jerseys and fan merchandise, playR has also introduced cricket equipment for IPL Franchise, giving fans multiple touch points to connect with their favourite team.

Ravi Kukreja, Co-Founder, Director - playR says, “We are thrilled to be associated with some of the most popular IPL teams in the country. We believe that this collaboration will help us reach out to a wider audience and create more opportunities for fans to engage with the team and the sport. IPL has revolutionised an almost non-existent sports merchandise market in India, and our goal is to provide fans with the best sports merchandise and equipment. We have a wide variety of merch ranging from mugs to sippers, shakers, yoga mats, clothes, neck pillows, etc. The idea is to make fan merchandise a part of people’s lifestyles.

playR is a sport and lifestyle brand founded in 2021 and strives to provide customers with unique and edgy apparel, sports equipment, bicycles and accessories that celebrate their style and encourages them to express themselves. It currently retails in 250 plus retail stores and will soon touch 800 stores globally. It also retails from its dedicated e-commerce store, as well as on multi- brand online stores. playR provides a wide range of products that includes t-shirts, jackets, shorts, tracksuits, bats, balls, leg-guards, gloves, bicycles, bags, yoga mats, bottles, etc., as well as limited-edition items. playR’s mission is to inspire customers to be creative, confident, and fearless by providing them with a unique and fashionable style.

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IPL 16 sees peak concurrency of over 3 cr on TV for 26 out of 38 matches: Disney Star

According to the data shared by Disney Star, the top ten matches together crossed 40 crore in viewership

By exchange4media Staff | May 8, 2023 12:26 PM   |   1 min read


The Indian Premier League (IPL) 16th edition saw 26 of 38 matches registered peak concurrency of more than three crore on television. According to the data shared by the official broadcaster Disney Star Network, the top ten matches together crossed 40 crore viewership.  

The first match (Gujarat Titans vs Chennai Super Kings) garnered the highest viewership and led the top ten matches list with 5.6 crore followed by CSK vs RCB (24th) match with 5.2 crore. The 33rd match of the season garnered 5.1 crore of peak concurrency. 

Meanwhile, the sixth match of the season (CSK vs LSG) saw peak concurrent viewership of 5 crore. The fifth match (RCB and MI) saw 4.6 crore peak viewership. The 12th match between MI and CSK saw 4.5 crore. The ninth match which was played between KKR and RCB saw similar viewership of 4.5 crore. 

Last week in a press note,  Disney Star Network announced its sustained success in smashing viewership records for IPL on television with 2.53 crore new viewers tuning in to watch Week 4 of Tata IPL 2023. 

This takes the tally of total live viewership to 43.4 crore after 38 games, which is the second highest in IPL history. The broadcaster also witnessed a growth of more than 27% in TVR, for the first 38 games, compared to the last edition. The Hindi Speaking Markets (HSM) has recorded the highest viewership in IPL history with 29.1 crore fans tuning in for the first 38 matches.

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IPL 2023: 16 new categories & 75 new brands advertised in first 44 matches this year

According to a TAM report, the e-commerce gaming category maintained its top position on TV during IPL 16 as it was for IPL 15

By exchange4media Staff | May 8, 2023 9:06 AM   |   2 min read


The last 22 matches of the IPL 16 saw a rise in advertisers by 11 % and in advertising categories by 26% compared to the first 22 matches, according to a TAM advertising report.

As per the latest report, 16 new categories and 75 new brands were advertised in 44 matches of IPL this season compared to the same number of matches in IPL 15.

The report states that the e-commerce gaming category maintained its top position on TV during IPL 16 as it was for IPL 15. In IPL 16, fantasy sports platforms and Pan Masala managed to be in the top five advertising categories throughout 44 matches. Compared to the last IPL, the share of these two categories increased by 3 % and 9 % respectively.

While fantasy sports/ecom gaming had 14 % share in IPL 15, this year it has recorded 17% and Pan Masala, which had 7 % share of Ad volume last year, reached 16% this time, the report said.

Apart from these two, the other categories in the top five are aerated soft drink, biscuits and cellular phone service, which means three out of five top categories are food and beverages.

Collectively, the top five categories in IPL 16 together had 60 % share of Ad Volumes while top five advertisers contributed 40 % share of Ad Volumes during 44 matches this season.

Sporta Technologies was the leading advertiser during all 44 matches with 12 % share in Ad Volumes.

Among the 75 new brands, ‘Airtel 5G Plus’ was the leading brand followed by ‘Rajshree Silver Coated Elaichi’, Rupay Credit, Thums Up Charged, and Parle Platina Hide and Seek Black Bourbon.

Top advertisers for this year’s IPL are Sporta Technologies (Dream11.com), K P Pan Foods, Bharti Airtel, Parle Biscuits and Vishnu Packaging.

The percentage share (based on Ad Volumes) of Sporta Technologies (Dream11.com) and K P Pan Foods, increased from 7% and 5%, respectively in IPL 15 to 12% and 8% in IPL 16.

The report also mentioned common and exclusive brands on national sports channels versus regional sports channels in IPL 16.

A total of nine exclusive brands were seen on national (Hindi and English language) sports channels while 18 exclusive brands made it to regional language sports channels.

Dream 11.com was leading the list of common brands on both regional and Hindi + English sports channels during the 44 matches.

As many as 75 brands were common on both channel categories during the 44 matches this IPL, the report said.

Coca-Cola advertised its two brands - Maaza Aam Panna, which was the top exclusive brand on Hindi + English language sports channels, and Maaza which led the exclusive brands on regional sports channels.

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IPL 2023 records live broadcast reach of 434.2 mn: BARC

The cricketing extravaganza has also grossed its highest-ever reach of 291.4 million in the Hindi-Speaking Market (HSM)

By exchange4media Staff | May 5, 2023 12:11 PM   |   1 min read


The ongoing 16th edition of the Indian Premier League (IPL) has recorded a live broadcast reach of 434.2 million, the 2nd highest ever for the sporting spectacle.

IPL has also grossed its highest-ever reach of 291.4 million in the Hindi-Speaking Market (HSM).

In the fourth week of this edition, IPL has added 25 million viewers, which is also the highest-ever.

The tournament has registered a 27% growth in ratings, as per BARC data.

The cumulative reach of the live broadcast for the first 38 matches stands at 434 million unique audiences, which is 17% higher compared to the full season's reach. 

IPL season 16 has also recorded the highest-ever reach in Gujarat, Maharashtra, UP, Rajasthan, MP, Bihar, Pujba, Himachal and Haryana. It has grossed the 2nd-highest reach in Delhi, Mumbai and Karnataka.

Last week, viewership for the live broadcast of the first 29 matches of IPL 2023 surpassed 40 crore, recording a growth of 24% in TVR compared to the last edition.

In mid-April, IPL 16's HSM TV viewership was the highest in the tourney's history with 20.4 crore fans tuning in for the first 10 matches.

As per earlier BARC data, 36.9 crore viewers tuned in for Disney Star’s live broadcast for the first 19 matches.

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