MUMBAI: The growth of the Indian Premier League (IPL) with respect to a hike in broadcast rights value saw the tournament contributing to 43% of total sports viewership in the country in 2018 vis-Ã -vis 22% in 2016, according to a report by TAM Media Research.
As a result, 2018 saw an increase in the volume of advertisements in cricket overall courtesy the IPL by 16%. Industry experts believe that Star India’s strategy of broadcasting the IPL in regional languages is a major factor in such numbers being presented.
Come the 2019 edition starting 23 March and advertisements are likely to be up by 15% in one season itself, another massive boom. Recent reports have suggested that Star India is looking for achieving ad revenues worth Rs. 20 billion this season, as it is likely to offer sponsors a complete package of top events such as the IPL, ICC Cricket World Cup 2019 and India’s home series against South Africa, Zimbabwe and West Indies.
When it comes to top advertisers in cricket in 2018, Vini Products’ deodorant brand Fogg tops the list followed by Reliance Jio and Vivo V9. Vivo is the official title sponsor of the IPL as well.
