According to the latest BARC data, the number of advertisers on TV has fallen by 44% in the first 38 matches of this season.
The latest data from the measurement agency shows that this year IPL on Television has only attracted 48 advertisers on TV so far against 85 advertisers in the last season of IPL.
Last year’s IPL advertisers such as Maruti Suzuki, Godrej Group, Samsung India, Reserve Bank of India, Aditya Birla Group, Muthoot Fincorp, Amazon, Flipkart, Spotify, Bundl Technologies, One97 Communications have skipped advertising on TV this year.
The reduced advertiser interest is also evident in the number of brands and categories that advertised on TV during this season. According to the BARC report, only 40 categories have advertised on TV this season as on 38 matches against 60 categories in IPL 15.
Consequently, the number of brands advertising on TV in IPL 2023 after 38 matches stood at 93 while it was 86 after 29 matches. However, during the previous year the same stood at 147 brands by end of 38 matches. Brands such as CRED, PayTm, Swiggy, Acko, Byjus who betted big on TV until last year, are missing this season.
The trend reveals a huge drop in advertisers response and accords with the recent prediction of Elara Capital which revealed that IPL recorded a significant fall of 30 pc to 35 pc drop in overall ad revenues. It also added that last year IPL has garnered Rs 4,300 crore (TV plus digital) and is expected to earn Rs 3,300 crore in the 2023 season.
