Connected TV emerges IPL's 'impact player' as ad rates go through the roof

As brands battle for eyeballs and ad rates go through the roof, the connected television (CTV) segment has emerged as the runaway hit this Indian Premier League (IPL) season.

- ROSHNI SHEKHAR & SHARLEEN D'SOUZA

This segment has proved particularly a lucrative battleground for brands, with prices skyrocketing by up to 20 per cent and prior to the league starting, spot buys being available at a premium of ₹8.5 lakh for 10 seconds.

"There has been a healthy demand for ads in CTV with a 10 to 15 per cent increase in ad rates. However, the ad rates in linear TV could be flat (this IPL season compared to last year)," said a media buying executive.

The executive noted that this trend was fuelled by gaming companies, startups and summer category brands, who are choosing to advertise more aggressively.

Another source at a media buying agency said that there is an increase of 15 to 20 per cent in ad rates for CTV as the ad inventory in this segment was over-booked.