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09 February 2022
Emerging categories find success with IPL
With the Indian Premier League (IPL) garnering around 1.6x higher ad attention than other TV content, it is inevitable that multiple categories and brands within the same category want a slice of the action.
Why it matters
Different brands within the same ecosystem can co-exist and flourish on the IPL platform, as data cited by e4m for the e-pharma and fantasy gaming categories demonstrate.
PharmEasy saw a 1.59x uplift in ad attention and a 54% increase in Google searches.
Netmeds saw a 1.58x uplift in ad attention and a 53% increase in downloads.
During IPL 2021, Howzat saw a 12x increase in downloads in phase 1 of the tournament and a 19x increase in phase 2.
My11Circle saw a 7x increase in Google Search index growth in IPL 2020 and a 3x increase in DAUs in IPL 2021.
The scale of the 2022 tournament is the largest yet as the Tata IPL will feature two additional teams, meaning two new major consumer markets (in Gujarat and UP), and 14 additional matches, meaning even more opportunities for brand exposure.