JioCinema, owned by Viacom18, is reaching out to small and medium-sized businesses (SMBs) who often advertise on Google and Meta platforms with budget-friendly deals for IPL. This move is strategic in the competitive digital advertising scene.
According to JioCinema’s rate card, SMBs can advertise during IPL live streaming for as low as Rs 25 per thousand impressions (CPM).
For one day, the IPL base pack starts at Rs 50,000 for 1.25 million impressions, priced at Rs 40 CPM. For 5 million impressions, it costs almost Rs 2 lakh.
The advertising rates for IPL weekday and weekend games are Rs 50,000 and Rs 65,000, respectively.
JioCinema aims to onboard 4,000 advertisers for IPL 2024.
An advertising expert noted that JioCinema is targeting these advertisers who usually rely on Google and Meta platforms, offering live sports as a draw. This approach aims to reduce dependence on larger advertisers.
According to a Ficci-EY report, digital advertising saw a 15% surge to Rs 57,600 crore in 2023, with SMEs contributing Rs 20,000 crore.
JioCinema provides city-level targeting, along with creative development and campaign management. They have also created a self-serve platform for SMB advertisers to handle their ad campaigns.
The base packs for 5-, 10-, and 15-day periods range from Rs 1 lakh to Rs 3 lakh, with CPM rates between Rs 35 to Rs 45. SMBs can advertise during IPL playoffs and finals for Rs 7.5 lakh at Rs 55 CPM. For the entire IPL season, the cost is Rs 10 lakh, equivalent to Rs 25 CPM with an estimated 40 million impressions.”
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