Want to advertise during IPL matches but the budget too low for TV Advertising? No Problem.
IPL 2019 is going to take place in India from Mar 29, 2019 to May 19, 2019 and would be telecast live on Star Sports Channels on television and Hotstar (Digital Platform).
Here are five reasons how advertising on Hotstar might prove to be cheaper as well as effective compared to a TV advertising campaign.
1. Better control on who sees your ad
Unlike television advertising where advertisers cannot control who would see their ad, advertising on Hotstar would allow the advertisers to choose their audience. During IPL 2019, advertisers can select either geography or gender targeting.
One or more states (Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, Telangana, Maharashtra, Gujarat, Madhya Pradesh, Punjab, Haryana, Bihar, Uttar Pradesh, West Bengal, Odisha)
Hindi Speaking Markets
All the metro cities (Mumbai, Delhi, Bengaluru, Hyderabad, Kolkata and Chennai)
Female (All age groups)
Male (30+ years)
2. Cost Effective
During IPL 11, cost of a 10-sec spot of TV advertising was about INR 10 lakh. However, there is no guarantee of how many people would be served your ad. Also, if you have a product that targets gender or age group like FMCG or financial services, the effective cost per reach of TV advertising may be higher.
Whereas on Hotstar during IPL 2019, for a 10-sec ad, advertisers have to pay INR 120 for 1000 impressions* (without targeting) and INR 240 for 1000 impressions (with targeting). The biggest advantage of advertising on Hotstar is that the advertiser can be assured that the predetermined number of impressions would be delivered to the audience of their choice.
*impressions refer to ad views of digital ads or number of times digital ads are displayed on the screen.
3. Clickable Ads mean higher chances of conversion
4. Hotstar users more inclined towards sports
Based on research conducted by Nielsen on Hotstar audience after IPL 2018, about 70% of Hotstar audience comes to Hotstar for watching live sports. This percentage is higher than television where mostly co-viewing happens and hence, higher chances of channels being changed during advertisements.
5. Interactive User Experience
Apart from playing a live match, Hotstar also engages users in games, social feeds, emojis and brand cards. This means while watching the match actively on Hotstar app, the audience would be able to obtain/share additional information/opinions about the matches through these features. Also, there are opportunities for advertisers to advertise through these properties as well.
Bonus: Hotstar users have higher brand recall rate and inclination towards fashion and apparels, food, online ticket booking, telecom etc.
(Source: Nielsen Survey)
(Source: GroupM Live Panel and [m]insights Data Management Platform)
Hotstar’s growing popularity during IPL 2018 through numbers
What should be the minimum ideal budget to advertise during IPL on Hotstar?
INR 5 lakh would be a good budget for a brand to advertise in a single match. A budget of INR 50 lakh would cover a week (5-8 matches).
Interested to know more? Write to Help@TheMediaAnt.com or visit https://www.themediaant.com/digital/hotstar-app-advertising data section for IPL Advertising deck.