COVID-19 gives IPL record viewers, major advertisers |
Cricket stands during the 14th Indian Premier League (IPL) wear a deserted look due to COVID-19 restrictions. But, consumer brands are not letting up on promotions and advertising. Considering ratings will be high as viewership surges due to restricted travel, curfews and work from home, brands are cashing in on the mega IPL. Watching IPL in the evening has become a family ritual for Indians and the Indian Diaspora. Many brands are piggybacking on the IPL`s brand value by offering cricket-themed offers to bowl over housebound fans. According to BARC data, in 2020, 405 million people, roughly the population of Europe, watched the IPL on television. Star India, the official broadcaster of the tournament, expects this figure to increase in 2021, presenting advertisers an opportunity to revive consumer spending and shore up revenues. Over 100 brands have partnered with the league and are giving away rewards during every match. Some of the prizes on offer include flagship smartphones and superbikes. Also homing in on IPL are food-delivery aggregators like Swiggy and Zomato who have partnered with restaurants to offer match-day deals; even coupons to customers who correctly guess the outcome of matches. The payment mode is mostly digital. With most of the country consuming the content at home, TV screens have become a window to the outside world. So, a 20 percent surge in the summer demand for air conditioners and TV sets is expected. Digital platforms are crucial in engaging with fans throughout the year. Franchises are using giveaways and interactive marketing strategies to engage with fans.
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