The IPL conundrum for brands: join, skip, ditch

The IPL is a unique blend of sports and entertainment, making it a magnet for advertisers. Here’s why it’s such a coveted platform:

1. 1. Massive Reach:
      With over 510 million viewers tuning in during the 2024 season, IPL offers unparalleled exposure to a diverse audience.
   2. Prime Time Slots:
      Matches are scheduled during evening hours, ensuring maximum viewership from working professionals and families.
   3. High Engagement:
      The IPL isn’t just about cricket; it’s a cultural phenomenon. Fans are deeply invested in their teams, creating a highly engaged audience for brands.
   4. Multi-Platform Presence:
      From TV to digital streaming platforms, IPL ensures brands can reach audiences across multiple touchpoints.
   5. Per Second Ad Costs:
      Advertising during IPL comes at a premium. A 10-second TV ad slot can cost anywhere between ₹12-15 lakh, depending on the match and inventory. This means a 30-second ad could set you back by ₹36-45 lakh. For digital platforms, costs vary but are equally competitive.

Downsides to Advertising in IPL

While the IPL offers immense opportunities, it’s not without its challenges:

1. 1. High Costs:
      The steep price of ad slots can be prohibitive for smaller brands, making it a risky investment if ROI isn’t guaranteed.
   2. Cluttered Advertising Space:
      With so many brands vying for attention, it’s easy for ads to get lost in the noise. Creativity and relevance are crucial to stand out.
   3. Short-Term Impact:
      While IPL provides a burst of visibility, the impact may not always translate into long-term brand loyalty or sales.
   4. Seasonal Nature:
      The IPL is a limited-time event, which means brands need to capitalize on the short window effectively.
   5. Viewer Fatigue:
      With multiple matches and ad breaks, there’s a risk of viewers tuning out or skipping ads altogether, especially on digital platforms.

Decrypt Decodes

Decrypt play a pivotal role in helping brands navigate the IPL conundrum. They provide data-driven insights that can guide decision-making and ensure investments yield maximum ROI. Here’s how they can help:

• • Know Your customer & market alignment: Determine if IPL captures the right market and your target demographic with our Know Your customer solution (hyperlink headlines to segments)

• • Assess Your Offering: Use our neuromarketing solution Dialogue to evaluate your communication and create the perfect IPL ad

• • Understand RoI & Campaign Effectiveness: Use our marketing RoI solution to understand expected RoI for your brand

• • Media Basket Optimization: Recommend the ideal mix of ad formats.

• • Brand Valuation Studies: Assess IPL’s worth as a brand property through brand valuation and brand track from Decrypt

Conclusion

The IPL conundrum is real, but with the right research and insights, brands can make strategic decisions that align with their goals. Whether you choose to join, skip, ditch, or add IPL to your marketing mix, the key lies in understanding your audience, evaluating the property’s value, and crafting campaigns that stand out in the crowded IPL landscape.

Contact Decrypt to evaluate IPL and similar properties