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Mint
3 days ago
- Business
- Mint
More Noise, Less Nudge: IPL ads fail to stand out
Mumbai: Despite record-breaking viewership and soaring ad spends, most ads aired during IPL 2025 may have already faded from public memory. While the on-field cricket remains fiercely competitive, advertising creativity appears to be on autopilot, raising serious questions about return on investment and long-term brand impact. This year, the IPL began with what many consider one of the best—and probably the costliest—ads of the season. Dream11's campaign featured Aamir Khan, Ranbir Kapoor and a galaxy of celebrities and cricket stars, setting the tone for the tournament and its rivalries. It was witty, memorable and widely shared. But after that strong start, most ads barely made a mark. Take the much-discussed spot featuring Rohit Sharma talking about financial planning, or MS Dhoni promoting a tile adhesive. Both had star power and brand fit, yet the creative left viewers more puzzled than persuaded. Data from TAM Media Research reveals that more than 105 advertisers and 190 brands participated across the first 70 matches of IPL 2025, with a 27% jump in advertiser count and a 28% rise in brand count over last year. The overall ad volume on TV grew marginally, just 0.45% higher than IPL 2024. But the creative bar hasn't risen alongside. Also read: IPL giant GMR tackles rugby with India League, aims to build Olympic-aligned IP 'While a few brave brands are pushing creative boundaries, most of the advertising seems to be working in a safe, high-frequency mode," said Anshu Yardi, vice-president–business partnerships & communication at TAM Media Research. 'The opportunity is still massive, but innovation requires risk, and during IPL many brands may want to play safe." Ad fatigue at a time of infinite content The issue might extend beyond just ineffective ads; it could reflect a deeper cultural shift in how we define 'good" advertising itself. Abhishek Jain, business director at creative agency Virtue India, believes the competition for consumer attention has moved far beyond traditional formats. 'Ads 'seem' boring now compared to the content—quick, snackable pieces of sponsored entertainment —they are competing with," he said. 'We are now finding relatability in culture and culture in content. Traditional ads just don't have that same shareability or zing." The IPL skew: Not made for storytelling Sandeep Goyal, media veteran and chairman of Rediffusion, is blunt in his assessment. 'The mediocrity of IPL actually reflects the slipping standards of creativity overall. But specific to the IPL, for years now, the secondages have been dominated by the money power of VC-funded brands. Regular brands in FMCG just can't afford the IPL rates. So that skew is the starting point," he said. In the context of advertising, 'secondages" refers to the total number of seconds of advertising airtime. Also read: Will CCI's crackdown reshape the ad industry? Media veteran Raj Nayak explains 'The brands that spend—like a lot in BFSI—are really not seasoned campaigners. They are out to buy noticeability and brand recall, not build emotive narratives that endear them to consumers. Most ads are focused on product superiority, much like 'explainer' videos." He also takes aim at the overuse of celebrities. 'The less said about celebrities, the better. It is now a formula. Nothing more. No attempt to differentiate. No attempt to craft a story that engages. Most celebrities are high on recognition but low on emulatability. A Rohit Sharma dispensing advice on investing! MSD (Dhoni) talking of paints. Consumers just shrug off most such ads. They may remember the brand and even the celebrity, but do not necessarily buy as per the celebrity's endorsement because the pitch carries no real conviction." Creativity costs, and time is a luxury A chief marketing officer (CMO) of a major consumer brand, speaking on condition of anonymity, admitted that IPL advertising may never become a true creative showcase like the Super Bowl. 'You don't get everything—budgets are tight, and IPL runs every day for nearly two months. Dream11, Swiggy, ZooZoos from Vodafone—they've created brilliant ads in the past. But those are rare exceptions," the executive said. 'Most CMOs simply don't get the time or investment needed to make IPL campaigns creatively rich. The result is rinse-repeat formats, celebrity plug-ins, and safe messaging." Marquee moment or media burst? Another senior executive from a brand that advertised during IPL 2025 wondered whether advertisers truly understand what a marquee property should be. 'If you're treating IPL as a launch pad, that's fine. But how much can you really build when you're racing against time and media costs just to deliver a message?" According to them, IPL's biggest strength—aggregation of eyeballs—is also its biggest creative limitation. 'If 60-65 crore people are watching, that's huge. But then you're up against frequency fatigue, creative limits and the ticking clock. It's hard to craft something with depth when you're just trying to be everywhere, fast." Also read: Rooter picks up exclusive digital rights for esports tournament BGMI Masters Series The executive added, 'Are people even anticipating IPL ads the way they used to? Are we just spending for attention, or are we creating anything truly memorable? The search for the elusive advertising season continues… is IPL the Nirvana?" So, can the IPL ever be India's Super Bowl? Everyone wants to recreate the cultural buzz and longevity that Super Bowl ads in the US command. But experts agree that for IPL to reach that level, Indian advertisers need to move beyond formula, spend more time on narrative and treat the IPL window not just as a media buy, but as a storytelling opportunity. 'Campaigns are not being created for the long run," Goyal added. 'They are usually for one season, and then everybody feels the need for a refresh because digital has created attention-deficiency syndrome." Until that mindset changes, IPL may remain a grand stage—but one where few ads deserve an encore.
Time of India
5 days ago
- Business
- Time of India
Travel And Tourism Industry: Travel & Tourism Industry Sees 28% Surge in Advertising Spending in 2024, ET TravelWorld
Advt Advt Join the community of 2M+ industry professionals Subscribe to our newsletter to get latest insights & analysis. Enter Email Download ETTravelWorld App Get Realtime updates Save your favourite articles India's travel and tourism industry recorded a 28 per cent year-on-year increase in advertising spend in 2024, according to a new report released by ad-tech agency Excellent Publicity . Based on analysis of over 30,000 campaigns and TAM Media Research data, the study highlights the continued dominance of digital channels, which accounted for 78 per cent of total travel ad platforms like YouTube and Instagram absorbed more than 62 per cent of digital spends, with growing reliance on influencer-led content and short-form videos. Formats such as Reels and YouTube Shorts saw strong growth, with travel creators promoting 'hidden gems' and 'weekend getaways' registering the highest conversion rates.A notable trend was the regional shift in ad impact, with 35 per cent of digital impressions emerging from tier-II and tier-III cities. Brands like Goibibo, Yatra, and RedBus leveraged vernacular messaging and festival-led campaigns to expand reach. This regional demand reflects changing consumer aspirations and the spread of budget travel options Despite digital dominance, traditional media remained strategically relevant. Television retained a 12 per cent share, especially for family-oriented campaigns, while print media was used for city-specific promotions and seasonal content, holding a 3 per cent share. Out-of-home advertising (6 per cent ) targeted high-footfall areas like airports and metros, and radio (1 per cent ) was used selectively during holiday peaks were observed during summer and festive seasons, particularly April to June and October to December. Adventure, wellness, and destination weddings were key themes, with Rishikesh, Ladakh, Udaipur , and Bali seeing campaign EaseMyTrip, Thomas Cook, and other leading brands made up over a third of the total digital spend. Campaigns included AR-led planning tools, influencer-led destination features, and loyalty programme promotions. Experiential travel and emotional storytelling—often centred around post-pandemic nostalgia—also saw increased Dalal, Co-founder and Director of Excellent Publicity, said, 'The travel and tourism industry's evolving media mix reflects a strategic blend of traditional and digital platforms. While television and print remain key to building aspirational value and reaching broader audiences, the growing adoption of digital tools highlights the sector's shift toward personalised and real-time engagement.'
Time of India
29-04-2025
- Business
- Time of India
IPL 2025 ad volumes soar, reflecting robust advertiser interest
The roar of the crowd on the field is being matched by the rising decibels of advertisements during the Indian Premier League (IPL) 2025. According to the latest report from TAM Sports, the sports division of TAM Media Research , television advertising volumes for the ongoing 18th season of the IPL have witnessed a significant six per cent surge in the first 40 matches compared to the previous season. This steady climb underscores the enduring appeal and marketing power of the premier cricket league. The TAM Sports analysis, which focuses on live match advertisements excluding promotional content and non-match segments, reveals a positive trajectory for ad spending. The ad volume index has risen from 100 in IPL 17 to 106 in the current season, bolstered by an expanded broadcast reach of 28 channels, up from 24 in the previous edition. While the number of advertising categories has seen a slight dip of six per cent, falling from over 60 to over 55, the IPL continues to attract a wider pool of advertisers and brands. The report highlights a robust 15 per cent increase in the number of advertisers (from over 70 to over 80) and an impressive 20 per cent growth in the number of brands vying for viewer attention (from over 120 to over 145). This indicates a strategic shift towards more brands from individual advertisers leveraging the IPL platform. Mouth Fresheners Lead the Charge, Parle Remains King Delving into the category-wise distribution of advertisements, Mouth Freshener has emerged as the frontrunner, commanding a 13 per cent share of the ad volumes. This category has overtaken the traditionally strong Ecom-Gaming sector, which now holds the second position with nine per cent. Biscuits maintain a significant presence at ten per cent, followed by Aerated Soft Drinks at six per cent and the Corporate-Financial Institute sector with five per cent. At the advertiser level, Parle Biscuits continues its reign as the top spender, accounting for a substantial ten per cent of the total ad volumes. Vishnu Packaging follows in second place with seven per cent, while Reliance Consumer Products secures the third spot with six per cent. Popular fantasy sports platform Dream11 holds the fourth position with five per cent, and K P Pan Foods rounds out the top five with a four per cent share. Fresh Categories and Brands Inject New Energy The IPL 2025 has also witnessed the introduction of 21 new advertising categories, with Biscuits being a notable addition. This influx of new categories has been accompanied by a wave of 102 new brands making their IPL advertising debut. Some prominent new entrants include Parle Platina Hide & Seek and the revived iconic beverage, Campa Cola, showcasing the league's ability to attract both established players and emerging brands. Interestingly, the report also highlights regional variations in brand visibility. National channels predominantly featured advertisements for Amul Butter, while regional channels saw a greater emphasis on Vimal Elaichi, indicating targeted advertising strategies based on audience demographics and preferences. Echoes of the Past: IPL's Enduring Advertising Magnetism The current growth in IPL advertising volumes resonates with historical trends. The report draws a parallel with IPL 14 (2020), which witnessed an extraordinary 217 per cent surge in sports advertising. This historical data underscores the IPL's consistent ability to attract significant advertising investment, solidifying its position as a prime platform for brands seeking widespread visibility and engagement with a massive and passionate audience. As the IPL 2025 season progresses, the steady rise in advertising volumes signals the continued confidence of marketers in the league's unparalleled reach and impact. With new categories and brands joining the fray, the advertising landscape of the IPL remains dynamic and a key indicator of consumer trends and marketing strategies in India.
