In the 2023 edition of the Indian Premier League (IPL), there will be a competition between Disney-Star and Viacom18 to see who can sell the most advertising space. This is expected to generate around Rs 4,000 crore in revenue.
Disney-Star won the television rights to the Indian Premier League (IPL) last year, while Viacom18 got the digital rights.
The 2020-2023 media cycle was for the next two years.
When the BCCI sold the IPL media rights, they made a lot of money. But now, when they want to sell advertising space, they'll have to deal with some challenges.
Anita Nayyar says that one reason the IPL is happening now is that there is a slowdown in advertising.
Starting companies and companies in the new economy are spending less money on ads because there is not as much money available.
If two broadcasters are chasing the same ad pie on IPL, that could be counterproductive for advertisers. They might be suspicious of the broadcaster's motives and not be willing to shell out as much money.
Amit Wadhwa, the CEO of Dentsu Creative India, says that he has noticed a cautiousness in the domestic advertising market.
There are concerns that a recession may be happening around the world.
MNCs are spending less on advertising in markets where there is a risk of a slowdown, such as in the US and Europe, but India is still a better place to advertise than some of the other countries.
The funding for startup businesses is not as strong as it used to be, so the number of businesses in this universe will be smaller than it was before.
Disney-Star has increased its rates for television ads during the IPL this year. They're currently charging around Rs 16-18 lakh per 10 seconds, which is around 15-20% more than last year.
Viacom18 is charging around Rs 180-200 per thousand views for digital ads, which is lower than the Rs 220-250 per thousand views charged by Disney+Hotstar last year for digital ads during the IPL.
Some people are saying that Viacom18 may stream the Indian Premier League (IPL) for free this year on its JioCinema app to increase digital viewership. This seems to be getting more and more likely.
The broadcaster is talking to various media agencies to see if there is an appetite for a new type of advertising where ads are only shown when a person is actually using the app or website.
Some people say that Viacom18 is considering ways to offer free access to the first 10-15 minutes of a match, as well as regional feeds that are free. Another idea is to bundle IPL with its Jio telecom subscription plans.
There are some reports that rival Hotstar used some of the same strategies in the early years after it was chosen to stream the IPL tournament for the next several years.
The first ten minutes of an IPL match were free on Hotstar before the telecast was put behind a paywall.
The broadcaster partnered with telecommunications companies, such as Jio and Airtel, so that the IPL would be available for free to their subscribers.
The Mindshare CEO is waiting to see how Disney-Star and Viacom18, two of the IPL broadcasting companies, will interact with consumers on TV and digitally.
This year is going to be different from other years because we'll be looking at it from a different perspective.
The company is thinking about ways to make money from this app, and they have taken into account your concerns.
Industry experts say that in 2021, 13-15% of advertising expenditure (adex) in India will come from start-ups and internet companies. This is because, due to the Covid-19 pandemic, more people are using digital media to access information and buy products.
The optimistic trend continued in the first half of last year when a record 60 start-ups and internet firms associated themselves as team partners or sponsors on TV, digital, and on-ground.
Experts say that the number of sponsors and partners during the IPL this year may be much smaller than usual. This is because spending from the start-up and internet universe has been gradually increasing over the past few years. However, by 2022, this spending will only be around 4-5% of total domestic ad spending.
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