The free IPL on digital fails to entice and impress advertisers as the advertiser count for the megaevent falls drastically compared to the previous year, as per recent TAM data. The advertiser count for IPL on digital this year is almost half of last year as per the data. Digital has witnessed almost a 45 per cent plunge to 120 advertisers this edition. The inability to penetrate major advertising categories illustrates the somber response to IPL on digital this year.
The auto category witnessed more than 23 per cent drop for IPL on digital compared to last year. Last year the Auto category had a higher advertiser count on IPL on digital despite the slow-down with the global chip shortage, whereas in better market conditions in the current year advertisers have chosen to stay away. Online players as well as Consumer Durables advertisers have seen one of the larger drops in advertiser count at over 60 per cent compared to last year. The other categories with significant drops in advertiser count include BFSI & Fintech as well as Gaming with brands like Acko Insurance, ICICI Bank, Niyo, Playerzpot, Gameskraft and Junglee Games choosing not to advertise on digital this year on IPL.
Among advertisers that were present on IPL on digital last year the likes of Loreal, Nestle, Procter & Gamble, Swiggy, Dunzo, Zepto, Toyota, Hero Motocorp, HP, Lenovo, CarDekho and OneCard have stayed away so far in 2023.
The latest data includes advertiser count for both mobile and connected TV advertisers combined which covers both mobile and Connected TV across four languages (English, Hindi, Tamil & Telugu) and multiple cities.