mFilterIt, an adtech company, released an advertising report on IPL 2024, focusing on developments, influential players in advertising, and insights among CTV and mobile viewers. The report covers major cities including Delhi NCR, Agra, Bengaluru, Mumbai, Hyderabad, and Chennai, with native language streams alongside English-language broadcasts nationwide.
The report revealed that the Services and FMCG categories led in ad traction during the initial IPL season half. CTV experienced a surge in ad volume compared to mobile platforms across the top 5 categories including BFSI, services, food and beverages (F&B), household products, and automobiles. However, South India saw a shift, with mobile advertising matching CTV volume, indicating regional preferences.
The BFSI sector directed 70% of its ad volume to CTV, focusing on this channel strategically. F&B maintained a 6:4 ratio favoring CTV over other platforms.
During the first nine IPL games, brands launched new ad campaigns featuring cricket and Bollywood celebrities. Weekday matches targeted both CTV and mobile, while weekends saw aggressive CTV focus for higher viewership.
Some brands chose precise targeting and strategic slot selection during peak viewership periods like the second innings.
In the opening IPL game, Fantasy Gaming and Streaming Services secured a 33% share, followed by the Automobile sector at 24% and F&B at 12%. For Hindi viewers, Automobile ads dominated with 25.76%, followed by services at 18.70% and F&B at 14.91%.
Different trends were observed based on devices, languages, and regions. In Delhi NCR, CTV Hindi viewers favored services (32.54%), dominated by fantasy gaming ads. Mobile users had services ads at 51.87% share.
Household product manufacturers focused on ACs and fans, targeting North and South India markets extensively, generating over 70% of ad volume from these regions.
“The IPL 2024 continues to be a prime advertising attraction across the nation. Our analysis of the advertisements during the initial matches provides an insightful look into how different sectors are strategically vying for consumer attention across regions, languages, and ad formats. The BFSI sector demonstrated a strong focus on reaching audiences effectively through CTV platforms. However, we also witnessed service platforms, fantasy gaming, streaming services, and FMCG brands making a notable impact. A distinct trend that emerged was the nuanced regional preferences, with mobile advertising gaining prominence in South India, highlighting the importance of localized ad strategies as marketers aim to sharpen their outreach and unlock better ROI during this marquee sporting event,” Amit Relan, co-founder and CEO, mFilterIt, said.
The report highlighted that advertising during IPL 2024 extended beyond overs and breaks, with brands also targeting viewers during the match with banner ads. For mobile app streams, BFSI ads led banner advertisements, accounting for over 30% share across native languages and regions.
Banner ads in the IPL advertising arena showed continuity with similar themes from the main ad campaigns. Telecom brands dominated banner ads, focusing on new services or products. English language viewers in Bengaluru saw Telecom products leading banner ad duration share on CTV (30.12%) but not targeting mobile viewers.
In CTV banner ads, Telecom ads dominated with major phone brands represented during IPL, accounting for 30.35% in Delhi NCR and 32.18% in Mumbai for English streams. Mobile devices saw BFSI leading with a 28.81% share.