Connected TV (CTV) advertising spots have been increasing every week during the ongoing season of the Indian Premier League, while linear TV ad spots are declining.
According to the latest TAM report, CTV ad spots (English feed) have demonstrated a consistent growth trend, increasing from 78 spots (average ad spots per match) in week 1 to 94 spots (per match) in week 4, which represents a 20pc growth.
JioCinema is streaming IPL for free on connected TV and mobile devices. It is important to note that this data pertains only to the English feed streaming of the IPL. This trend showcases a high level of advertiser interest in accessing premium audiences via connected TVs.
Meanwhile, linear TV (SS1 Hindi SD) ad spots in week 1 were 66 ad spots (per match), which became 54 in week 2 (per match). The Week 3 number was 48 ad spots (per match), and week 4 showcased 40 ad spots (per match), as per BARC.
On average, CTV had 88 ad spots per match in first four weeks and linear TV had 52 (average per match) ad spots.
With a consistent increase in CTV ad spots observed throughout the season, the report indicates a shift towards CTV as a growing advertising medium.
Digital streaming of IPL on connected TVs and mobile devices is drawing bulk of audiences. As per the recent SCORE report, 73pc are watching IPL on digital.
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