The Indian Premier League (IPL) 2023 has seen a drop in television advertising this year. According to the Broadcast Audience Research Council (BARC), there are 43% fewer advertisers on TV in the first 38 matches compared to last year. Only 48 advertisers have appeared on TV so far, compared to 81 in the previous season.
Many IPL advertisers from last year, including Maruti Suzuki, Hero, Jaquar & Company, Policybazaar, Godrej Group, Samsung India, Reserve Bank of India, Aditya Birla Group, Muthoot Fincorp, Amazon, Google, Flipkart, Spotify, Bundl Technologies, and One97 Communications have decided not to advertise on TV this year.
The decline in advertiser interest is also reflected in the number of brands and categories that have appeared on TV this season. Only 40 categories have advertised on TV this year, resulting in a 33% decrease compared to last year. The number of brands advertising on TV has also significantly dropped by 36%, with only 93 brands joining this year compared to last year’s 147 brands.
Some of the big advertisers from last year such as BigBasket, VISA card, CRED, PayTm, Swiggy, Acko, and Byjus, who heavily advertised on TV last year, are absent this year.