IPL has been an unmissable event in a brand’s calendar since its beginning, with the league’s two months serving as nothing short of a festive celebration for affiliated brands and TV fans alike.
The growing number of brands in both established and emerging sectors demonstrates the effectiveness of IPL advertising in generating brand awareness.
Interestingly, despite the presence of active competitors, numerous businesses within a category invested in the same editions of IPL, some as sponsors and others as spot purchasers, earning various benefits. Tata IPL is a go-to platform for building brands across lifecycles because of its capacity to deliver significant impact in a far shorter timeframe than any other genre on television.
Additionally, due to the incomparable enthusiasm that fans have for the league and sport, businesses across categories have continually invested in the league, with previous seasons of the IPL garnering 1.6x higher ad attention than any other content category on TV.
In recent years, e-pharma has emerged as a growing segment in India, and firms in this sector have used IPL on TV to generate broad exposure in a short period of time.
When compared to advertising on other content genres on TV, both Pharmeasy and Netmeds had good results in terms of ad attention and a favourable influence on key digital metrics like google searches and app downloads during the IPL 2021 series.
Pharmeasy and Nedmeds, not unexpectedly, have effectively leveraged IPL to build their brands, illustrating how diverse brands within the same ecosystem can co-exist and thrive on the IPL platform. Another rising sector, fantasy gaming, has seen multiple firms compete for market share in one of the fastest-growing markets.
So, even with Dream 11 joining IPL as a co-presenting sponsor, Howzat and My11Circle both gained greatly from IPL advertising, with remarkable results in key metrics such as app downloads, website visits, and daily active users. Within categories, the upscaled Tata IPL 2022 promises a gold mine of prospects for peer companies.
The mega-series is positioned to be a great destination for competing brands, with fourteen additional matches, two new key consumer areas – Gujarat and UP, both of which are in the Top 5 TV markets in India – and refreshed squads from the big auction.
With the event’s size increasing, it will be interesting to see how sponsors use the tournament to capitalise on the unique impact the IPL provides.
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