Digital to get 60% of ad spends during IPL: MPA study

According to a study by Media Partners Asia (MPA), the 2023 edition of the Indian Premier League will see advertising worth US$ 550 million (approx INR 4,526 crore).

 

The study further revealed that digital (Jio Cinema) will grab 60% of the share (INR 2,715.6 crore). 

 

MPA's analysis also stated that while FMCG budgets are expected to be split between TV and digital, the Reliance Industries owned companies will move to Jio Cinema. Auto companies have also moved a large chunk of their ad budget to Jio Cinema, while economy categories like gaming seem to have moved over their entire budgets to the medium.

 

The IPL media rights for 2023-27 was sold for INR 48,390 crore by the BCCI. Digital rights were sold for INR 23,758 crore, while TV rights accounted for INR 23,575 crore.

 

The IPL is scheduled to kick off on 31 March.