Various sports are being played in India on national and international levels, such as hockey, badminton, tennis, football, etc., but the most popular among them is cricket. Cricket is a sporting activity that unites the nation. When a cricket match is happening, people usually tend to give up on what they are doing and get glued to the television, and mobile screens to watch the game.

Sports and advertising move hand in hand. Promoting brands has changed games into quite possibly the most productive ventures in the world. Sponsorship of products, arenas, and the team has been the most established brand promotion in sports. 

Sports advertising also includes various forms of media like radio, newspaper, television, and Out of home. Today advertising has gone digital. It contains digital content, digital marketing, and social media, amongst others.

The 2023 Indian Premier League, also known as IPL 16 or, Tata IPL 2023 will be the sixteenth season of the Indian Premier League. According to the IPL calendar for 2023, which will begin on March 20, the last game will be played on that date June 1. There will be ten teams, 74 games, and 14 league games for each club this season.

The IPL 2023 is anticipated to be even greater, and fans are quite enthusiastic.

How effective is IPL Advertisement?

IPL Advertisement has emerged as one of the most anticipated sporting events for brands and advertising in India.

The IPL offers numerous options for advertisers and brands wishing to target a sizable audience because it is the largest T20 league in the world.

In 2023, it is estimated that TV and digital advertising rates for the Indian Premier League (IPL) will increase by 10 and 30 percent, respectively.

In terms of IPL advertising, digital is expanding more quickly than TV. While TV is anticipated to expand by 7-8%, digital is anticipated to grow by 25–20%.

TV ads are likely to cost up to Rs 19.8 lakh, while digital ads would start from Rs. 375, For a 10-second slot.

IPL Advertisement Costs are dependent on Several factors, including the duration of the advertisement, the time slot it Aired, and the target audience. The cost changes every year. 

How to do IPL Advertisement on Jio cinema?

The Indian Premier League 2023's digital broadcast rights were obtained by Viacom 18 for the current season. The official rights to broadcast live IPL matches on TV and stream them online, respectively, belong to Jio Cinema and Star India Channels.

Due to the high viewing and interaction that the IPL produces, IPL advertising on Jio Cinema can be anticipated to be higher than those on other platforms or during non-peak times.

For pre-roll ad videos: INR 375 for a sec video for 1000 ad impressions.

For Mid-roll video, Line (10-sec): INR 375,

Highlights (10-sec): INR 245

How to upload IPL advertisement rates?

Like other movies or television shows, the IPL season opens with a popular trailer. The cricketer league has proven to be a game changer over the past ten years, not just for cricket but also for the entire advertising Industry.

Nearly 56 matches are scheduled for the IPL, with each game featuring 2,300 seconds of ad inventory. The Charge is for a 10-second window.

Slot Booking for IPL advertisement on Star sports

Star Sports is a group of Indian pay television sports channels owned by Star India, a subsidiary of The Walt Disney Company India. Previously a part of ESPN Star Sports operations based in Singapore, Star India took over the Indian business and relaunched channels under the unified Star Sports banner in 2013.

Depending on the media option the client chooses the amount of airtime in total seconds, and the frequency of advertising each day, IPL advertisements on Star Sports commercials in 2023 will differ. However, The cost of the IPL advertisement in 2023 will vary depending on the package that best meets the needs of the advertisers.

How to calculate your IPL advertisement Cost?

The cost of an IPL advertisement is heavily dependent on the channels it is aired on, the time period, and the ad format. It can be anywhere in lakhs for a 10-second ad. In order to accurately calculate the budget for an advertisement, one must be aware of its duration, target audience, and the number of matches it is aired during.

About Disney+ Hotstar

Disney+Hotstar, India's largest OTT streaming platform, streams a wide range of subjects, including sports, international and vernacular TV shows, movies, and web series. It is owned by Novi Digital Entertainment, a subsidiary of Star India, a wholly-owned subsidiary of the Walt Disney Company. It is India's largest premium streaming platform with more than 100000 hours of drama, entertainment, and movies in 17 languages, with coverage of every major global sports event as well. Disney+Hotsar has content from Star India channels in both Hindi and regional languages.

-The Market and Users:

Market	Approximate Users
AP+Telangana	16-17 Mn
Jharkhand	4-5 Mn
Jammu and Kashmir	1-2 Mn
Himachal Pradesh	4-5 Mn
North East	7-8 Mn
Tamil Nadu	11-12 Mn
Karnataka	10-11Mn
Kerala	3-4 Mn
Maharashtra	30-32Mn
Madhya Pradesh	10-11Mn
Chattisgarh	6-7Mn
UP	15-16Mn
Haryana+Punjab	9-10Mn
Rajasthan	7-8Mn
Bihar	12-13Mn
Odisha	4-5Mn
Market	Approximate Users
AP+Telangana	16-17 Mn
Jharkhand	4-5 Mn
Jammu and Kashmir	1-2 Mn
Himachal Pradesh	4-5 Mn
North East	7-8 Mn
Tamil Nadu	11-12 Mn
Karnataka	10-11Mn
Kerala	3-4 Mn
Maharashtra	30-32Mn
Madhya Pradesh	10-11Mn
Chattisgarh	6-7Mn
UP	15-16Mn
Haryana+Punjab	9-10Mn
Rajasthan	7-8Mn
Bihar	12-13Mn
Odisha	4-5Mn

The consumers of Disney+Hotstar

Hotstar's demography shows 69% are the male audience as of March 2019. One major contributing factor is likely the sports-driven content, which is generally men's interest genre. The age group between 15-24 remains the largest viewers amongst both males and females.

Why advertise on Disney+Hotstar?

-Hotstar has an audience base ranging from 6-35+ years old.

-Affordable premium subscription rates draw more audience.

-Has over 300 million monthly active audiences, and 8.6 million concurrent audiences over its platform, turning it into a global entertainment competitor as of 2020.

Advertising formats on Disney+Hotstar

The advertising format of Disney+Hotstar is of two types Non-Skippable, Display advertising.

The advertising format of Disney+Hotstar is of two types Non-Skippable, Display advertising.

Non-Skippable advertising

1. Pre-Roll

-It is a 6-10 second ad that automatically plays before the video starts on both phone and desktop.

2. Mid-Roll

-10-60 second ad that plays during the video content.

Display advertising

1. In-Stream Display

-High-performance display ad played within the video stream in pre-rolls and mod-rolls.

2. Native Frames

-Placed on the Disney+Hotstar home page to capture your customer's attention as they browse.

Some more formats on Disney+Hotstar

1. Billboard

With this option, the advertiser can see their brands being the first view display on all the app pages.

2. Squeeze-ups on life

They are seen in both landscape and portrait modes. Squeeze-ups allow the brands in displaying their campaign during the contextual moments of the match.

3. Interactive ad formats

Interactive ad formats allow the brands to interact with the audience during the live match. 

They appear on the live social feed on the Disney+Hotstar app.

4. Watch Parties

This is how the stadium-viewing experience is brought home for the viewers by the Disney+Hotstar app.

Here the brand can partner with the Disney+Hotstar app to interact more with the audience. Few watch party winners can get to interact with the brand influencers during the live match.

5. Video duets and Hotshots

Video duets and Hotshots are our social features. This is a way through which the audience can interact with the brand stickers and videos. The audience can share this with their circle on the Disney+Hotstar feed. This allows the brand to deeply interact with the viewers.

6. Branded Scorecards

Brands that opt for this can enjoy a tournament-long presence on the scorecard, which is the most visible asset.

7. Brand Pages

This helps to drive the audience towards the brand website. These pages will allow the brands to take over the social dashboard of the Disney+Hotstar app.

How to advertise during the live streaming on the Disney+Hotstar platform

1. First and foremost an OTT target audience is made. The creation of this target audience will be based on the information from the platform.

2. Launching of the campaign.

3. Advertising will be channeled to the audience through OTT streaming devices. Different labels will be utilized to tell the media player how a specific advertisement ought to appear to the audience. At this point, all the information is received and processed by the player.

4. The last stage includes sending a report back to the advertiser which contains a wide range of insights and measurements about the advertisement which is the way to decide if the promotional campaign was effective or not.

How to measure whether your campaign was successful

Audience and content insight

Great messaging and inventive ways mean very little if brands don't reach the right audience. Disney+ Hotstar gives audience insights through secondary sources and internal surveys.

The inventive A/B testing can follow this – testing the inventive amongst similar audience clusters with every cluster being shown just one creative to analyze its impact on the key performance indicator (KPI). Not only will this facilitate but will also determine the most effective inventive amongst driving the KPI. However, it will also help understand the proper audience for the product and test the communication messaging. 

The creatives will be tested across:

• Duration: Brands will check creative messaging over fifteen-second or twenty seconds to determine the effectiveness

• Message: Communicating a message in multiple ways that conjointly helps advertisers perceive the most effective manner for a message to audiences

• Celebrity role: A/B testing makes it doable to check the efficaciousness of a celebrity's presence during a campaign

Media effectiveness

Cross-media is conducted for cross-screen attribution. It is a strategic solution that measures the return on investment (RoI) and cross-screen impact. The cross-media involves the usage of various media forms to integrate your message through your campaign into the minds of individuals

The three major concerns of advertisers are:

• Impact

What brand-building role did each channel play?

How did my campaign perform overall in adding to the brand KPI

• Coverage

What was the duplication among the various media touchpoints?

How did my brand campaign deliver on Reac and Frequency?

• Efficiency and optimization

How can I improve the media mix going forward?

What channels helped in building my brand most cost-efficiently?

The advantages of Cross-media are:

• Using the cross-media permits you to determine long relationships with entirely different enterprises.

• Campaign results are visible right once they're commanded.

• Cross-marketing helps you to expand the selling of products.

• Joint campaigning contributes to a significant reduction in advertising prices.

• A joint cross-campaign provides a double impact compared to the campaigns conducted by the brand separately.

The impact on the brand

There is a survey which is the Brand Lift Study, that helps brands in understanding the impact the campaign has created amongst the audience. The survey also evaluates the impact of the message passed, and brand awareness.

• Non-video

For some non-video resources that are portrait or landscape as layout, Disney+ Hotstar is introducing an opportunity-to-see (OTS) approach. With this, brands can measure the effect of highlights on mind estimates like mindfulness and the purpose of buying.

• Video

For the video, Brand Lift Study gauges the effect of the Disney+ Hotstar on mind estimates like mindfulness, the purpose of buying, etc.

The previous season of IPL (2020)

According to a report titled 'Television Viewership and Advertising consumption of IPL-13 2020' published by BARC and Nielson, the scope and mass allure of IPL joined with the capability of TV to arrive at the nooks and corners of the country, brings about tremendous results that rise above limits of screens.

The report says that each 1 out of 3 TV watchers has watched IPL-13 live, 57 percent being male and 43 percent being female. The report also shows the rise in the watchers' number; this season contrasted with the last two seasons. While there was a 9 percent expansion from IPL-11 to IPL-12, there was a 10 percent increment from IPL-12 to IPL-13. It likewise showed that 44 percent of TV families watched the IPL season live.

Likewise, there was an increment in viewership as far as age group was concerned, explicitly seeing a 30 percent rise in males and a 33 percent rise in females. Even though there was growth across all age groups, the age group from 15-21 stands as the largest contributor to viewership.

With the start of the 13th season of IPL, smartphone usage saw an 8 percent increase. The same stands for the video streaming scenario; it shows a rise of 13 percent compared to the pre-IPL weeks.

Startups found a firm footing in the IPL TV advertising space, despite the pandemic.

Advantages of advertising during the live streaming

Brands can reach the target audience more refined by delivering advertisements for products and services based on their interests and needs.

• OTT Advertising reaches a broader audience via smartphones through the internet.

• Advertisements can be targeted to a different audience section based on their geographical location, age group, ethnicity, demographics, and search history.

• With all the data obtained about your audience, you can use it to find which ads are working and which ones aren't to optimize further with insights you received.

• Since the OTT platform uses the internet, the viewers can watch the content on smartphones, laptops, tablets, HDMI-supported devices, streaming boxes, and video game consoles. The capacity to stream on different gadgets expands the measure of time people spend watching.

At  Excellent Publicity, India's premier advertising agency, we provide the highest quality and most effective advertising solutions to clients of all backgrounds and industries. We guarantee our clients the utmost excellence and are committed to meeting their individual needs. Contact us for more information.