IPL 2023: Advertisers and viewers desert TV for digital

The current season of the TATA Indian Premier League 2023 (IPL) has seen a significant drop in TV ratings. Along with declining viewership, the number of advertisers on Linear TV is decreasing this year.

According to the most recent BARC data, the frequency of IPL match-watching on TV is decreasing. The number of matches watched on IPL has been steadily declining since IPL 2020 and is at its lowest point this year, despite the fact that 66 matches were aired, compared to 60 matches aired between 2018 and 2021.

Additionally, IPL HD viewership is at a mere 30.8 Mn viewers. The 80Mn+ HD reach claimed by Star also includes Out-Of-Home HD TV’s.

Advertisers pay higher CPRP for HD households to access premium customers in their houses to get attention for their ads. However, the OOH TV HD screens do not have audio, and the profile of people on OOH is not necessarily premium. Advertisers pay for HD pay TV households, but the reach for pay TV is only 9.5Mn households.

The declining viewership has impacted the number of advertisers advertising on TV this IPL. The number of advertisers on TV have dropped by 40% as compared to last season.

On the other hand, IPL on digital has been breaking viewership records this year. The CSK vs GT match on Tuesday clocked 2.5 crore views, the highest ever concurrent viewership. In terms of engagement, digital continues to set new benchmarks every day. The total IPL views on digital have already crossed over 1300 crore mark, setting a world record.

In terms of sponsorships and advertisers, JioCinema has roped in 26 marquee sponsors, the highest ever for any sporting event.

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“This initiative will empower subscribers to pay online and subscribe to the channels they want to watch and get it activated on their TV sets in real-time without any delay. Without needing to undertake any software development, LMOs can approach Mobiezy for their pre-built and pre-integrated solution that uses NXTDigital’s news APIs and can be up and running with their own mobile apps within just a few days.”

RU Ediriwira, Group CTO, NXTDigital Limited

“With the launch of Partnership for Growth 3.0 we intend to expand our network with 40 new NXTHUBs, each offering up to 650 live TV channels and broadband. Our efforts are focused on harnessing the convergence of technologies, developing robust apps and creating new business models that will help the overall ecosystem, delivering the best experience to our subscribers. We hope to achieve a stronger foothold in the rural regions of the country and grow our subscriber base.”

N.K. Rouse, COO, NXT Digital Ltd

“One of the key principles of the Hinduja Group is ‘Partnership for Growth’. After 2.0 saw the launch of HITS to connect LMOs in even the most remote locations through the only satellite-based cable TV platform in India; 3.0 focuses not just on strengthening the overall ecosystem we have built, but harnessing the convergence of technologies – to be delivered through a national network of NXTHUBs. Video and broadband are only the beginning of the digital highway of services that we have developed for roll-out backed by a robust suite of innovative apps developed by service providers exclusively for our LMOs and subscribers.”

Vynsley Fernandes, MD & CEO, NXTDigital Limited

“Wireline broadband is becoming ever more important not only in connecting homes across the country but also small to large enterprises-to the digital economy. The NXTHUBs will be the perfect point-of-presence to offer broadband services to cater to these consumer needs.”

Yugal Kishore Sharma CEO, ONEOTT Intertainment Limited

Amazing and grim battle for survival. Guess it will end up in Supreme Court. All that NCLT asked Zee to do was to file a reply to Invesco petition for a EGM. Now this is getting too serious. So far Invesco has been hammered for demanding an EGM. What is Zee upto? Ofcourse my lawyer community knows better!

Ashok Mansukhani, Corporate Law and Media Law Advocate at Ashokmansukhani Associates

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