Star Sports, the official broadcaster of Tata Indian Premier League (IPL), has teamed up with Tata Play to introduce targeted advertising on linear TV.

This innovative collaboration marks a significant milestone in the industry, providing advertisers with unparalleled access to premium audiences in the top eight metro cities, The Economic Times reported.

For the first time, advertisers will have the opportunity to precisely target their ads to affluent viewers during live IPL matches on key Star Sports channels. Leveraging Tata Play’s targeting capabilities, brands can now connect with specific audience segments in metro markets with unprecedented precision.

Ajit Varghese, Head of Network Advertising Sales at Disney Star, expressed excitement about this partnership, stating, “The convergence of the largest DTH provider and the biggest TV network presents a significant advantage for advertisers.” He emphasized the potential of this collaboration to elevate industry standards and enhance audience engagement during live sports broadcasts.

Harit Nagpal, Managing Director & CEO of Tata Play, highlighted the groundbreaking nature of the addressable advertising capability for unconnected boxes, a global first in Pay TV. He emphasized the transformative impact of this initiative on advertising effectiveness, enabling brands to achieve sharper targeting on live TV.

Tata Play’s extensive market penetration and status as the largest DTH service provider in India offer advertisers a seamless avenue to connect with audiences at scale. The inherent accessibility and reliability of television infrastructure further enhance the medium’s appeal for advertisers seeking impactful engagement.

This pioneering offering caters to a diverse spectrum of advertisers, providing opportunities for premium brands across various categories to amplify their presence and drive engagement among affluent viewers in metro markets.

The partnership with INVIDI and TAM ensures efficient management of addressable ads and audience measurement, respectively, further enhancing the effectiveness and reliability of this advertising solution.

As the IPL season approaches, advertisers can look forward to leveraging this innovative platform to maximize their reach and impact, setting a new standard for advertising effectiveness on linear TV. Stay tuned for the exciting developments as targeted advertising transforms the landscape of televised sports broadcasts.