JioCinema, the official digital streaming partner of TATA IPL 2023, has been setting new records with its IPL viewership. With 1300 Cr. video views in the first five weeks of the tournament, and 60 minutes average user time spent per match.
The blockbuster performance of JioCinema has delighted viewers and advertisers alike. This season, the number of sponsors during IPL's digital streaming reached 26, the highest ever for any sporting tournament. With JioCinema's real-time number tracking system that enables advertisers evaluate their reach, the advertiser response has reached an overwhelming number, which is in the range of 400 this season.
Speaking on the value of IPL advertising on digital, Jaya Jamrani, CMO, Castrol India, said “Our segments are very varied but IPL on digital has allowed me to be able to focus and drive the right content to the right audience through targeted marketing. The level of personalization and the targeting that you can achieve is amazing.”
“It’s great consumer experience that's adding a lot more numbers. Forget Hindi and English, which is quite common, but there's Bhojpuri and even Punjabi, which are actually giving a lot more numbers. From a language perspective, it's great immersive stuff for marketers,” said Vishal Chinchankar, CEO, Madison Digital.
Sudhir Shukla, COO - Hypermarkets, More Retail added, “The ability to personalize the campaign at scale is what is phenomenal about IPL on digital. Of course, there are great numbers, but the quality of the impact is absolutely fantastic. On digital we've seen the concurrency numbers, now concurrency numbers go up when a certain batsman comes in to bat, match after match. And the ability to make the most of such a moment is phenomenal.”
Speaking on interest from smaller brands to advertise on digital this season, Amardeep Singh, CEO, Interactive Avenues said, “IPL on Digital has democratized TV for the advertisers. Earlier, to advertise on TV, you needed huge budgets. Now you don't need huge budgets to advertise on TV.”
According to the recent TAM report, CTV ad spots have shown a 20% growth, indicating the growing trend of viewers preferring the convenience and flexibility offered by CTV platforms, with JioCinema’ premium offerings of TATA IPL including 4K, multi-cam, 360-degree viewing, at an unprecedented scale, at no cost.
Speaking on CTV advertising, Singh added, “We're looking at anywhere between 25 million to 40 million CTV households being reached. And what we've seen in the end metric, CTV advertising performs better as compared to a regular ad on the mobile”
With its exceptional performance so far, JioCinema is set to captivate viewers and break more streaming records, as the tournament comes closer to the end of this season.
Speaking on advertisers’ gain with the surge in digital viewership of TATA IPL, Anil Jayaraj, CEO, Viacom18 Sports said, “Advertisers are the big winners this season and that’s the way it should be. Through JioCinema, advertisers are reaching the right audiences at the right price. JioCinema has opened doors for a lot of advertisers, smaller brands and companies to join the bandwagon, what use to be the exclusive preserve of top 100 advertisers.”