Shared Riches

With the ongoing tussle between digital and TV broadcasters of IPL, brands’ ad choices are getting split between the two mediums

- PRERNA LIDHOO

MARKET RESEARCH PLATFORM Unomer has found brands like Dream11, Tata Neu, RuPay, JioMart, CRED, Tiago.ev, AJIO, CEAT, Asian Paints, Airtel 5G, etc. to be some of the most visible brands during the broadcast of IPL matches this year. Notice any pattern? Unlike last year, this year’s crop of advertisers has a healthy mix of legacy and new-age firms.

Experts point out that apart from the usual suspects like FMCG, auto and telecom majors, this year’s tournament has seen a drastic cut compared to last year when it comes to advertising from new-age firms like BYJU’S and Unacademy, PhonePe, Amazon Prime, Pristyn Care, Zepto, Ather, Meesho and Cars24, among others.