The fervor and excitement surrounding cricket matches, especially those involving the national team, provide a fertile ground for advertisers to showcase their brands and reach out to a massive audience. One of the prominent platforms is the Indian Premier League (IPL). Even in a pandemic year, it managed to attract 200 brands in different capacities, showcasing the inexorable allure a cricket match advertisement holds for advertisers.
Cricket Advertising Phases
These phases are aligned with the progression of a cricket match, allowing advertisers to leverage the anticipation, excitement, and conversations surrounding the game. Here’s a deeper insight into the Cricket Advertising Phases:
Pre-Match Advertising
Aim: The objective of pre-match advertising is to build anticipation and excitement for the upcoming match, and introduce the audience to the brands associated with the event.
Execution: This phase involves cricket advertising campaigns launched days or even weeks before the match. They usually feature cricket stars and often tell compelling stories or use humor to grab attention. The campaigns aim to set the tone for the tournament and entice viewership.
Examples: Before the ICC Cricket World Cup, advertisers launched cricket ad campaigns to set the tone for the tournament. Campaigns that feature cricketers and blend the spirit of sportsmanship with brand messaging are quite common during this phase.
In-Match Advertising
Aim: To capture the audience’s attention during the live match, when viewership is at its peak.
Execution: This phase is characterized by shorter, punchy cricket ads, often 10 to 30 seconds long, aired during the live broadcast. The advertising slots are highly prized and thus, are the most expensive.
Examples: A significant example is the high cost of cricket match advertisement during high-profile matches, like India-Pakistan encounters, where a 10-second slot can be priced at Rs 25 lakh due to the immense viewership.
Half Time & Innings Break Advertising
Aim: Engage viewers during the break period without losing their attention.
Execution: Advertisers often use this time to air slightly longer cricket commercials or series of commercials. Sometimes, interactive ads or contests are also used to keep the audience engaged.
Examples: Globally, brands often utilize this phase to recap exciting moments or introduce new products with more elaborate cricket advertising.
Post Match Advertising
Aim: To leverage the post-match discussions and emotions, be it euphoria or disappointment, to create a lasting impression.
Execution: This phase may involve brands associating themselves with the winning or losing side, analyzing the game, or even offering special deals or contests based on the match outcome.
Examples: Post-match cricket advertising often rides on the emotions of the audience, whether it’s the joy of victory or the analysis of defeat, providing a platform for brands to connect on a deeper level with the audience.
Emerging Trends in Cricket Advertising
The evolving trends in cricket advertising mirror the broader changes in the media landscape and technological advancements. Here’s a closer look at these trends from the perspective of the Indian industry.
Digital Transition:
The shift from traditional to digital platforms is profound. Digital platforms offer a more interactive and targeted approach. For instance, Hotstar, the digital streaming partner of the IPL (Indian Premier League), provides an opportunity for advertisers to reach out to a young, tech-savvy audience.
The ‘Watch’N Play’ feature allows real-time engagement, where brands can interact with viewers during live matches.
Contextual Advertising:
Contextual advertising is a type of targeted advertising where ads are displayed based on the content of a web page or other media, ensuring that the ads shown are relevant to the content being viewed. Contextual advertising has gained traction, where ads are displayed based on the content being viewed.
A case in point is Cricbuzz, which provides real-time cricket scores and commentary. Advertisers can place ads relevant to the ongoing match, ensuring a higher engagement rate.
Tech-Packed Ads:
Technology like VR (Virtual Reality) and AR (Augmented Reality) are being utilized to create immersive ad experiences. For example, during IPL matches, advertisers have leveraged AR to project 3D models of products onto the cricket field during live telecasts, creating a more engaging viewing experience.
Brand Sponsorship and Television Advertising:
Brand sponsorships continue to be a substantial part of cricket advertising. Companies like Vivo and Oppo have become synonymous with cricket tournaments through title sponsorships. Additionally, television continues to be a dominant medium with brands investing heavily in ad spots during high-profile cricket matches.
Increasing Ad Spends:
This term is reflective of a growing investment in advertising to enhance brand visibility, engagement, and ultimately, sales. With cricket events like IPL and the World Cup, ad spending has soared high. Brands are willing to invest a significant portion of their advertising budget to leverage the massive viewership these events garner.
Enhanced Brand Equity:
Brand equity in sports marketing refers to the added value that a brand gains within the sports domain, which can be utilized to promote products or services effectively. Cricket advertising significantly enhances brand equity by associating with the values of sportsmanship and excellence. For instance, brands like Pepsi and Reliance Jio have built a strong association with cricket, which resonates well with the Indian audience.
Digital Advertising Trends:
Programmatic advertising, real-time bidding, and data-driven targeting are some of the digital advertising trends making inroads. The precision targeting and analytics provided by digital platforms allow for more effective campaigns.
The Indian Premier League (IPL) 2023 has exemplified the potential of digital platforms for advertising, gaining significant traction and engagement on mobile apps. Brands have the opportunity to capitalize on this digital viewership to promote and interact with audiences. Platforms like JioCinema are instrumental in this growing trend of mobile app sports streaming.
Utilizing Advanced Technology for Advertising:
Advanced technology like AI and Machine Learning is employed to analyze viewer behavior and preferences, enabling the creation of personalized ad campaigns. This, in turn, enhances the effectiveness and ROI of advertising efforts in the cricket domain.
The development of AI has instigated a shift in sports sponsorships, where every second of screen time is invaluable. Brands now employ AI to monitor their in-game sponsorships, optimizing their investments in the dynamic arena of sports marketing
Conclusion
The core idea is to underline how advertisers can leverage the distinct phases of a cricket match to optimize their reach and engagement with a wide audience.
Cricket isn’t merely a sport but a cultural phenomenon in India. The phased approach to advertising—pre-match, in-match, half-time & innings break, and post-match—allows advertisers to tap into the different stages of audience engagement with the sport. This ensures that brands remain visible and engaging to the cricket-loving masses throughout the cricketing event.
With the advent of digital platforms, cricket advertising in India is evolving. The digital realm offers a more personalized and interactive way for brands to connect with the cricket audience, further augmenting the traditional broadcasting methods. This trend is likely to continue and offer more innovative advertising opportunities.
The reinstatement of cricket as an Olympic sport by 2028 is a significant milestone, not just for the sport but also for advertisers. This global platform will likely open new avenues for cricket advertising, both in India and globally. This development could bring about a fresh wave of advertising strategies, potentially enhancing the global appeal and reach of brands associated with cricket.
The collective impact of these factors suggests a prosperous future for cricket advertising in India. With a structured approach to advertising across the different phases of a cricket match, alongside embracing digital platforms and global exposure, the domain of cricket advertising in India is poised for substantial growth. This growth is not confined to just the existing cricket events but also extends to the new platforms and audiences that the Olympic inclusion and digital evolution will unveil.
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