IPL sees significant jump in advertisements targeting female viewers

Advertisements targeting women during the current edition of the Indian Premier League (IPL) has increased by a record 57% compared to last year, according to TAM data with household items like washing powder, toilet and floor cleaners and branded jewellery being the main categories driving the trend.

The frequency of advertisements for washing powder and liquid surged almost four times and those for dishwashers doubled when compared to last season of the games, according to the data from the television rating agency.

IPL, one of the biggest cricketing properties in the country also a fanfare for advertisers’ draws a high number of female viewers. The lucrative tournament has even more significance this year as it is coming in the midst of a pandemic when people are starved for live sporting actions and consumers are mainly forced to sit at home for fears of catching the SARS CoV-2, the virus that causes Covid-19

Considered to be a family favourite, this year the female viewership stood at 43 percent while male viewership touched 57% in the first week of IPL 2020, making it a bonanza for brands advertising for women.

“Majority of India is single television home and IPL has become the default program which people watch”

— Sandeep Goyal, chairman, Mogae Media

Reckitt Benkizer, Hindustan Unilever, Procter and Gamble Home Products, ITC and Bosch Home Appliances were the top six advertisers during this season replacing Lotus Herbals, Franke Faber India, Fena, Emami and Elica from last year’s list.

Experts also attribute this trend to the ongoing pandemic and the subsequent lockdown which has brought about a marked change in consumer lifestyle and behaviour.

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Even the timing of the tournament this year was favouring for product placements for a host of brands. “IPL usually happened in May-June when predominantly summer brands advertise. This is the first time when festive season and IPL have coincided,” said advertising veteran Sandeep Goyal, chairman, Mogae Media, a Mumbai-based marketing and communication agency.

Another reason is that majority of India is single television home and IPL has become the default program which people watch, he added.

Then there are a host of women-centric products that are even sponsoring IPL teams. Fena detergent is one of the sponsors of Kings XI Punjab team, urad dal brand Double Horse is among companies sponsoring Sunrisers Hyderabad and Niine sanitary napkin brand is prominently displayed on the upper back of jerseys of the Rajasthan Royals team as a principal sponsor.

“We always tried to convey a social agenda that menstruation is not a taboo. One of the drivers to choose IPL was to break that stigma and break that shame having sanitary napkins at the right back on the jerseys,” said Richa Singh, CEO of the two-and-half years old Niine. “This is for the first time a man has worn a jersey saying sanitary napkins.”



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