While numbers from the IPL finals are still awaited, of all the markets the IPL was broadcast in, the South India story is perhaps the most powerful one.
Ad rates for a 10 second spot in IPL 11 reportedly ranged from Rs 8-9 lakh in the league stage to Rs 15 lakh for play-offs to around Rs 20-25 lakh for the finals. And within that spectrum, there were many packages based on the advertisers’ choice of market and time of booking. Senior media planners we spoke to had diverse viewpoints on the ROI brands derived from the money they invested in IPL 11.
The market’s sluggishness did not in any way impact the IPL this year, says CVL Srinivas, CEO, GroupM S Asia & Country Manager, WPP India. “Star put a lot of effort into packaging IPL across TV and Digital media. The engagement levels remained high on TV, while the digital numbers skyrocketed. There were several innovations unleashed especially on Digital. Despite the sluggishness in the market, IPL has proved its worth yet again by attracting a variety of advertisers,” Srinivas states.
Shashi Sinha, CEO, IPG Mediabrands India, says, “What worked very well for us is the multiple markets covered by IPL. Not only have the overall ratings gone up, but you could also customize to each market. Then, Hotstar has done really well, so the numbers on Digital are very high. Since the broadcaster was the same for TV and Digital, there was greater flexibility to do various things in various ways. Some interesting innovations, such as the ‘Share a Coke’ campaign on TV, also did really well on Hotstar. Though reach has suffered slightly, I expect the final ratings to be good because they used mass channels like Star Plus towards the finals.”
SOUTH REIGNS SUPREME
Esta historia es de la edición June 10, 2018 de IMPACT.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición June 10, 2018 de IMPACT.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
Masstige Above Prestige
Nirvana may lie in the middle, after all
‘Don't Stop, Keep Running'
Piyush and Prasoon Pandey hold the flag of Indian creativity high as they receive the prestigious Lion of St Mark award at Cannes
It's A Win-Win @ Cannes
Lion of St Mark for Piyush and Prasoon Pandey, Grand Prix in Creative Effectiveness for Ogilvy India, Grand Prix for Good (Health) for TBWA\India and Gold Lions for FCB India and McCann Worldgroup make it a big win year for India, despite the metal tally being 21
Charting A New Course For BTVI
Four name changes as well as some leadership changes in a decade have only served to strengthen BTVI. Megha Tata, Chief Operating Officer, BTVI tells us about overcoming the multiple challenges and achieving higher viewership share, while shedding light on the journey ahead
'Programmatic Is The Fastest Growing Segment In Advertising'
Rajeev Goel co-founded PubMatic in 2006 based on the belief that publishers are under-served from a technology and services perspective. PubMatic now offers leading omnichannel revenue automation technology for publishers and enterprise-grade programmatic tools for media buyers. On a short visit to India, Goel spoke about the rise of programmatic in India and how PubMatic is adding value to publishers with its innovative offerings
A Giddy Guide To Much Loved Indian ADS
In her new book, Stark Raving Ad: A Giddy Guide To Indian Ads You Love (Or Hate), author Ritu Singh regales us with some of the most iconic ad stories that have played a significant role in each of our lives; regardless of whether we loved or hated them. Here is an exclusive extract from the book, which captures the story behind one such widely popular ad.
'My Game Of Badminton Brings Out The Best In Me'
Ashish Srivastava firmly believes that the key ingredient to doing anything well is passion. This is why his fitness routine revolves around one of his biggest passions – badminton. An ardent badminton player, Srivastava tells us how the sport has helped bring out the best in him, while also being an effective stress buster
Mondelez Hits A Sweet Spot With New R&d Hub @Thane
Set up with an investment of $15 million, the global Research, Development and Quality Technical centre is the 10th such facility across the world for the company, and the first in India.
The ₹ 5,000 Crore Opportunity For OTT
ORIGINAL CONTENT SET TO BE KEY GROWTH DRIVER FOR INDIAN OTT INDUSTRY, PROJECTED TO REACH ₹ 5,595 CRORE IN REVENUES BY 2022, ACCORDING TO PWC REPORT
Be Authentic While Telling Stories...
These are some of the most common questions I face when I introduce myself as the head of content for Vice India.