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Amazon, Flipkart investing heavily on TV ads during IPL
MUMBAI: A clutch of e-commerce companies are investing heavily in the current edition of the Indian Premier League (IPL), the country's most glamorous cricketing extravaganza, for buying onair advertising space.
Companies, including Amazon India, Flipkart and Go Daddy, have invested heavily in IPL7, confirmed Rohit Gupta, president of Multi Screen Media, the official broadcaster of the tournament. Multi Screen Media will have nine presenting and aassociate sponsors for this season of IPL.
"This is at par with previous seasons of IPL where we had eight to 10 sponsors," Gupta said. The presenting sponsors include Vodafone and Karbonn Mobile and the associate sponsors are Amazon India, HavellsBSE 0.38 %, Perfetti, Marico and TVS.
According to Gupta, while the presenting sponsors have paid anywhere between Rs 50 crore andRs 60 crore, and will get airtime of over 200 seconds per match, the associate sponsors have paid Rs 25-35 crore and will get over 100 seconds of advertising time per match.
We will be signing two more associate sponsors next week," he added. The channel has already sold 60-70% of its on-air inventory at Rs 4.75-5 lakh for a 10-second spot.
Amazon India, which launched its operation in India 10 months ago, will be launching its first Indian television commercial during IPL 7. The company's print and online campaigns have been created by Taproot and the media mandate is being handled by IPG Group company Initiative Media.
"Amazon.in is working across platforms for the IPL season. In line with our vision to be the most customer-centric company, we have spent the last 10 months building on our favoured, trusted and reliable global brand," Amazon India's spokesperson said, but declined to divulge the details of the TV commercial. "As our target customers around the country will be watching IPL, we hope to entice and delight them with our trusted online shopping experience."
Sharing the advertisement space with the e-commerce firms is first-time entrant and two-wheeler maker TVS.
According to Gupta, the Supreme Court verdict helped iron out the initial hiccups in signing the deals. "There was a lot of skepticism and apprehension in the beginning whether the tournament will happen or not and therefore we faced a lot of challenges in closing the deals with advertisers. But once the Supreme Court verdict came in favour of the tournament within 7-10 days, we closed most of the deals," he said.
A senior media planner attributed the surge in advertiser interest to the IPL brand. "Good or bad, there is no other property on television which can give the kind of mileage that IPL can deliver. And the tournament has built so many brands over the last six years, especially mobile handset brands like Micromax, which has now become aglobal player," the media planner, who did not wish to be named, said. Multi Screen Media is expecting a spike in viewership to over 200 million, according to Gupta.
"Firstly, the number of matches has come down to 60. Secondly, this year, there are fewer afternoon matches, which tend to get low viewership. Finally, because of the player auction, there are no clear favourites. Anyone can win the tournament. We believe all these factors will culminate into high viewership this year."
Amazon, Flipkart investing heavily on TV ads during IPL - The Economic Times
