IPL supercharges the appeal of CTV ads for targeting affluent, engaged audiences
A surge in demand for Smart TVs is driving brands to ace CTV ads and targeting
Led by a rise in aspirations and the purchasing power to fulfil them, the number of Smart TVs in Indian households is growing at an unprecedented rate. A staggering 4.5 million Smart TVs made their way to India in the first half of 2023, marking an impressive 8% year-on-year increase in shipments. While 32-inch and 43-inch variants maintained a stronghold, the remarkable surge in demand for larger screens stood out, particularly the coveted 55-inch displays. Further, the rapid acceleration of internet speeds is also fueling CTV adoption in India. 5G is on the brink of achieving 150 million subscribers this year! With 5G users able to stream content at nearly 25 times the speed available to their 4G counterparts, the adoption of CTV will continue to experience exponential growth.
With CTV boldly eclipsing 60% of Pay TV's reach in the once unchallenged territory, the latter's legacy is on the brink of dethronement. The revolution has defied all predictions, unveiling a staggering growth that has left industry experts in awe. Picture this: In the last four years, the number of CTV households in the country has grown by 12x! CTV's meteoric rise depicts a massive change in how the country consumes content in their living rooms.
India’s pursuit of premium viewing experiences is compelling marketers to harness the power of CTV ads and targeting to tap into affluent audiences. Anticipating a great spectacle, 55-60 Million households, about 200 million individuals, are expected to watch IPL on CTV devices. Of these, about 40 million users will watch it on 4K devices. The average watch time per match for 4K audiences is 90 minutes! These are the ultra-premium audiences who are willing to go the extra mile for experiences — displaying extremely high purchasing power.
Given the staggering reach and scale of possibilities, IPL 2024 will be a riveting chapter in the story of CTV and what it offers marketers for visibility and engagement, especially when it comes to affluence-based targeting. Following the shift, marketers are proactively adjusting media plans and ad spends to reach these highly engaged audiences with a significant propensity to shop.
As the title sponsor of the 2023 IPL edition, Tata Motors strategically leveraged the tournament as a platform to promote Tiago.ev, thereby enhancing awareness for both the new launch and the electric vehicles category within its portfolio.
To authentically drive the narrative, Tata Motors featured several young cricketers taking the Tiago.ev for a spin, documenting their journeys in the JioCinema series, ‘Tiago.EV Electric Stars’. In one of the episodes, CSK’s Ruturaj Gaikwad drove along Chennai, sharing his experience of the smooth ride, along with several anecdotes about his life and likings. It was a win-win — the brand was able to showcase its product in all its glory and function, and the fans got a cinematic experience accentuated by the capabilities of CTV.
The exploits of CTV advertising aren’t just for title sponsors. Brands can make the most of it via content ownership across sponsorship levels and budgets.
True to its brand identity, Sting Energy approached CTV advertising on JioCinema with an electrifying approach. The brand took over the key winning moments of Tata IPL 2023, mirroring and energising the high point of each match — while leveraging the outstanding quality of a CTV experience. Since cricket fans love to re-watch these moments as highlights multiple times, it was an excellent way for Sting Energy to drive top-of-mind recall.
Jaquar was also one of the brands that tapped into CTV during Tata IPL 2023. JioCinema’s CTV, the go-to platform for IPL viewers across India, offered the brand an immersive and engaging experience to showcase its message and drive recall.
Sharing his confidence in the potential of CTV, Sandeep Shukla, General Manager & Head of Marketing Communication at Jaquar Group, called IPL on JioCinema an excellent opportunity to grow your brand by reaching a large and engaged audience. “Advertisers can tap into this vast and affluent audience to increase brand awareness and engage with passionate cricket fans,” he said.
In the 2024 edition of IPL, JioCinema is offering brands several unique ways to make the most of CTV advertising on the platform. These include CTV ads with CTAs and Second Screen Carousel Ads. The platform is also elevating Pre and Mid-roll Ads, Branded Moments and tailored content offerings for brands to drive maximum impact as per their objectives. Brands can tap into 100+ cohorts to augment their efforts to reach the consumers they desire.
The stage is now truly set for the brands to make the most of IPL 2024 with CTV advertising on JioCinema, the biggest branding avenue in the next 6 months.
