Advertisers are eagerly anticipating a surge in the popularity of Connected TV (CTV) ahead of the IPL 2024. Last year’s IPL on CTV, particularly on JioCinema, attracted a unique audience of over 125 million, surpassing the viewership of HD TV by threefold.
The success of JioCinema in securing digital media rights for the 2023 IPL has generated a significant increase in advertiser interest. With more than 40 exclusive advertisers on connected TV, including renowned international brands, financial services, e-commerce, autos, B2C, and B2B companies, the platform is poised to experience a substantial rise in advertising investments.
JioCinema’s strategic move involves keeping their ad rates unchanged, which presents an appealing opportunity for advertisers looking for a low entry barrier. This approach is aimed at attracting a significant portion of business from major advertisers who have allocated budgets for IPL each year.
According to a recent Dentsu report, there is a decline in interest in linear television due to the growth of digital platforms and the rising popularity of Connected TV (CTV). As a result, advertisers are expected to shift their resources towards personalized content recommendations and cross-device viewing, leading to a noticeable increase in CTV advertising investments.
Advertisers view JioCinema’s decision to maintain stable ad rates in a positive light, as they anticipate substantial returns on their investments. The estimated CPM for JioCinema’s IPL live stream inventory is around Rs 175, while the targeted inventory may range between Rs 225 to Rs 265.
JioCinema is set to revolutionize the advertising landscape with its upcoming IPL season by introducing groundbreaking features, including the industry-first “Brand Spotlight.” This exclusive opportunity allows five handpicked brands to showcase their IPL campaigns right at the beginning of the first match. Moreover, JioCinema’s masthead will now support video, providing an ideal platform for brands to launch new products, announce sales, and unveil captivating campaigns.
To cater to the needs of both regional and national brands, JioCinema is offering market-specific deals that have already proven to be highly effective. This success has prompted traditional TV networks to follow suit and replicate this innovative model.
Siddharth Dabhade, a distinguished member of the Global Commercial Board and Managing Director at MiQ, predicts a remarkable surge in the popularity of Connected TV (CTV). As TV viewing habits shift towards streaming and the accessibility and affordability of smart TVs increase, it is projected that there will be 100 million CTV households in India. Consequently, ad spends on CTV are expected to skyrocket to $400 million by 2027, reflecting an impressive compound annual growth rate (CAGR) of 45 percent.
Why IPL Is Driving the Growth of CTV Advertising in India
The IPL has become one of the biggest catalysts for CTV adoption in India. Live cricket creates a strong co-viewing environment, encouraging households to watch matches on large screens rather than relying only on smartphones. Platforms such as JioCinema have further accelerated this shift by offering live sports streaming through connected devices.
For advertisers, this creates an opportunity to combine the massive audience appeal of cricket with the targeting capabilities of CTV. Brands can use Connected TV ads to reach relevant audiences during high-attention sporting content while maintaining the premium viewing experience associated with television.
JioCinema and the Evolution of Connected TV Advertising
JioCinema’s IPL strategy demonstrates how streaming platforms are changing the Indian advertising ecosystem. Features such as Brand Spotlight, video mastheads, targeted inventory, and market-specific advertising opportunities provide advertisers with more options than conventional television placements.
The development is important because CTV advertising is no longer limited to simply reproducing a traditional TV commercial on a connected screen. Advertisers can combine premium content, audience targeting, regional targeting, frequency management, and digital measurement to create more sophisticated CTV campaigns.
CTV Advertising vs Traditional TV Advertising
| Traditional TV Advertising | CTV Advertising |
|---|---|
| Broad audience targeting | Audience-based targeting |
| Limited campaign measurement | Detailed campaign analytics |
| Primarily channel/program based | Content, audience and device targeting |
| Limited frequency control | Better frequency management |
| Traditional TV inventory | OTT and connected-device inventory |
| Primarily mass reach | Reach + targeting + measurement |
For brands, this does not necessarily mean replacing traditional television. Instead, CTV advertising can complement TV campaigns by helping advertisers reach digital-first and connected-TV audiences that may be underrepresented in linear TV plans.
How Much Does CTV Advertising Cost?
One of the biggest questions advertisers have when considering Connected TV is the cost. CTV advertising pricing can vary depending on the platform, audience, geography, content category, campaign duration, targeting requirements, inventory availability, and ad format.
Sports inventory, particularly premium IPL inventory, can command different rates from regular entertainment inventory. Advertisers may also have different pricing options depending on whether they purchase broad-reach inventory, targeted inventory, or premium sponsorship opportunities.
Therefore, there is no single fixed CTV advertising cost for every campaign. Brands should evaluate expected reach, audience quality, CPM, campaign objectives, and inventory availability before deciding their media budget.
How Brands Can Buy CTV Ads for IPL and Other Premium Content
Brands looking to buy CTV ads need to consider more than just the platform. Campaign planning involves identifying the target audience, selecting relevant CTV platforms, deciding the campaign geography, choosing suitable ad formats, determining the required reach and frequency, and allocating the media budget.
A CTV media buying strategy can help advertisers identify suitable inventory across OTT and Smart TV environments while balancing audience reach and campaign efficiency. For brands planning large campaigns around sports, entertainment, or regional content, professional CTV media planning and campaign management can also simplify platform selection and optimization.
Popular CTV Platforms for Advertising in India
JioCinema is only one part of India’s growing Connected TV ecosystem. Depending on the target audience and campaign objective, advertisers can explore platforms and environments such as:
- JioHotstar
- YouTube on TV
- Sony LIV
- ZEE5
- Amazon Prime Video
- Samsung TV Plus
- LG Channels
- Xiaomi Smart TV environments
Each platform can offer different content categories, audience profiles, geographic opportunities, and advertising formats. Selecting the right CTV platforms should therefore be based on the campaign’s audience and objectives rather than platform popularity alone.
CTV Ad Formats Brands Should Know
CTV advertising has expanded beyond conventional 30-second video commercials. Depending on the platform and inventory, advertisers can explore different CTV ad formats, including:
- Pre-roll video ads
- Mid-roll video ads
- Post-roll video ads
- Masthead placements
- Sponsorship opportunities
- Branded content
- Interactive CTV ads
- Pause ads
- Shoppable or action-oriented formats
For major sporting events such as the IPL, premium formats and sponsorship opportunities can help brands achieve greater visibility during high-attention moments.
How CTV Audience Targeting Works
One of the biggest advantages of Connected TV advertising is its ability to move beyond broad television demographics. Depending on available inventory and platform capabilities, advertisers can build audiences using factors such as:
- Geography
- City or region
- Demographics
- Household characteristics
- Content preferences
- Device type
- Viewing behaviour
- Audience segments
This makes CTV audience targeting particularly useful for brands that do not want to spend their entire television budget on broad national audiences.
Benefits of CTV Advertising for Brands
The JioCinema IPL example highlights several broader benefits of CTV advertising:
- Large-screen engagement – Combines the impact of television with streaming.
- Audience targeting – Enables advertisers to reach defined audience groups.
- Premium content environments – Sports and entertainment attract highly engaged viewers.
- Regional targeting – Useful for national as well as regional brands.
- Better measurement – Campaigns can be evaluated using digital advertising metrics.
- Cross-device opportunities – CTV campaigns can be complemented with mobile and other digital channels.
- Flexible campaign planning – Advertisers can select inventory based on objectives and audience.
How to Plan a CTV Campaign Around IPL
A successful IPL-focused CTV campaign should begin with a clearly defined objective. Brands can then identify their audience, select relevant platforms and inventory, determine campaign geography, choose the right video creative, and establish measurement KPIs.
A typical CTV campaign planning process includes:
Objective → Audience → Platform → Ad Format → Media Budget → Campaign Launch → Measurement → Optimization
This approach allows advertisers to move beyond simply buying impressions and instead build a structured Connected TV marketing strategy.
Is CTV Advertising Suitable for Regional Brands?
CTV is not limited to large national advertisers. Regional brands can use Connected TV advertising in India to focus their campaigns on specific cities, states, languages, or audience groups.
For example, a regional D2C brand could concentrate its CTV budget on a handful of cities instead of purchasing nationwide television inventory. This makes CTV particularly relevant for brands looking to balance reach with controlled media spending.
How to Choose a CTV Advertising Agency
For brands planning larger Connected TV campaigns, working with an experienced CTV advertising agency can help simplify platform selection, media planning, buying, targeting, campaign management, and optimization.
When evaluating a CTV advertising company, advertisers should look for expertise in:
- CTV media planning
- Connected TV media buying
- Platform and inventory selection
- Audience targeting
- CTV advertising pricing
- Campaign optimization
- Performance reporting
This is a very natural place to introduce your service offering.
In conclusion, advertisers are eagerly preparing for the CTV revolution, capitalizing on the success of JioCinema and taking advantage of the evolving TV viewing habits in India. The IPL 2024 season is poised to be a game-changer, with its innovative advertising offerings and targeted market deals driving a significant surge in Connected TV advertising.
