New Delhi | 19 May, 2023: The Indian Premier League (IPL) 2023 has been witnessing a significant decrease in television ratings and advertising this year. As stated by the latest BARC data, IPL on TV continues to be at its second lowest levels in the last six years with a TVR of 4.46 in the present season. The TVR was 6.4 in 2020.
The BARC data indicates that the TV advertisers have declined by 40% in week 6 of the tournament. The last season of IPL had 98 advertisers, whereas the present season only has 59 advertisers on TV.
Several IPL advertisers from last year, such as Godrej Group, Samsung India, Jaquar & Company, Hero, Policybazaar, Reserve Bank of India, Muthoot Fincorp, Google, Flipkart, Spotify, Bundl Technologies, and One97 Communications have not advertised on TV this year.
Digital, on the other hand, has advertisers in the range of 400 and the number of sponsors has reached 26, which is the highest ever for any sporting tournament.
According to the findings of Axis My India Consumer Sentiment Index in May, the younger demographic prefers watching IPL on mobile (JioCinema). 64% of the survey participants in 18-25 age group preferred watching IPL on mobile. On TV, 23% of the IPL match reach is from 2-14 age group, while only 15% is from 15-21 & 18% from 22-30 age group.
The IPL viewership of connected TV is 55+ million, whereas on HD TV it remains at 29.8 million (excluding outdoor).
