IPL 2023 has had a weak start as a result of the uncertain global economic situation and competition between JioCinema and Star Sports for advertiser budgets. On the opening day, the number of TV advertisers was down 40% on the previous year, with only 31 live match advertisers against 52 last year.
In the TV ratings of BARC India where in the first match last year around 52 advertisers placed advertisements on TV. And only 31 advertisers turned up this year. That is, 40 percent of advertisers have turned their backs on TV broadcasting.
The number of TV advertisers in the last IPL season was around 100. This time TV will be able to touch the figure of 100 advertisers, it is looking very difficult. The number of sponsors on TV has also come down from 16 last year to 12 this year. Out of these 12, one sponsor is also associated with the third match.
According to BARC, Star Sports saw a 29% growth in TV ratings, with viewership reaching 140 million on the first day. JioCinema recorded the maximum concurrency of 1.6 crore, while Star Sports recorded 5.6 crore. Media reports suggest that Star Sports had seen the clock 2,200 crore in advertising revenue just before the start of IPL 2023, while Jio achieved 1,400 crores.
reason Reliance Group company Viacom-18 has got the digital broadcasting rights of IPL. Other big TV advertisers who quit include Byju’s, Cred, MuthootNetmeds, Swiggy, Flipkart, PhonePe, Meesho, Samsung, OnePlus, Vedantu, Spotify and havells, Star Sports Network is telecasting it ipl match Live on TV in India.
Digital has captured a major chunk of TV advertising revenue. Over 125 advertisers have tied up with Viacom-18 for digital advertising bypassing TV. These include companies like Amazon, PhonePe, Samsung, Geomart, UB, TVS, Castrol, ET Money, Puma, Ajio. Advertisers are decreasing on TV, obviously this will have a direct impact on the revenue of TV broadcasters as well. It is still time for the full figures of IPL revenue to come out, as the IPL progresses the picture will become more clear.
Viacom-18 in India is live streaming IPL 2023 matches on Jio Cinema app. for total 20,500 crore, Viacom-18 had acquired the rights to digital live stream of the matches in India. Jio subscribers from all telecom providers can enjoy IPL matches by simply logging into the Jio Cinema app for free.
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