JioStar sets record ₹5,000 crore ad target for IPL 2025: Can they achieve it?
JioStar’s Ambitious Advertising Revenue Target
With just over two weeks to go for the Indian Premier League (IPL) 2025, JioStar, the joint venture between Reliance Industries Ltd’s Viacom18 and The Walt Disney Co., has set an ambitious ad revenue target of ₹5,000 crore. This is a staggering 20% increase from the previous year’s record of ₹4,000 crore. But can they achieve this target?
Industry Experts Weigh In
Industry experts are divided on the feasibility of JioStar’s target. Shashi Sinha, CEO of IPG Mediabrands, believes that the current market trends suggest that IPL 2025 is a strong opportunity for advertisers, particularly with the start of the financial year being a good time for brands to plan their marketing budgets. However, he cautions that it’s too early to make firm revenue projections.
JioStar’s Strategy: Premium Ad Targeting and Innovation
JioStar is betting big on premium ad targeting and innovation to attract brands and enhance audience targeting. According to Ishan Chatterjee, Chief Business Officer, Sports Revenue, SMB & Creator at JioStar, the company is seeing record demand for IPL this year, with brands prioritizing it as a key event in their marketing calendar.
One of the key drivers of this growth is the increasing adoption of Connected TV (CTV), which allows brands to target premium audiences. JioStar is also expanding hyperlocal advertising, enabling businesses to run targeted campaigns in specific geographic regions.
JioStar’s Partnerships and Sponsors
JioStar has already secured 12 sponsors, including Campa, My11Circle, Opus Paints, State Bank of India, Coca-Cola, Kent Fans, Amfi (Mutual Funds), Amul, Zupee, PhonePe, Jaquar Bath Fittings, and Asian Paints. While Chatterjee declined to confirm specific brands, the people quoted earlier indicate that Campa has signed a ₹200 crore deal, with My11Circle announcing its association today.
Key Categories and Ad Spending
Chatterjee highlighted that categories like beverages, air conditioners, and fans are showing strong interest, as well as fintech players, BFSI brands, fantasy gaming platforms, and mobile handset manufacturers. This underscores the growth potential for JioStar in these sectors.
The Impact of Paywall Model
JioStar’s new paywall model for IPL streaming may be a concern for brands, as it could impact viewership numbers. However, Chatterjee emphasizes that the company is committed to meeting advertiser objectives and will ensure that users experience a significant portion of content before reaching the paywall.
The Road to Success: Can JioStar Meet its Target?
With 16 working days left before IPL 2025, JioStar is banking on premium ad innovations, strong demand across categories, and aggressive sales efforts to make this a record-breaking year for ad sales. But will they be able to achieve their ambitious target of ₹5,000 crore? Only time will tell.
Conclusion
JioStar’s ₹5,000 crore ad target for IPL 2025 is ambitious, and the path to success will be paved with challenges. Can they bridge the gap between their target and the industry’s current growth trajectory? Only time will tell. Stay tuned for the latest updates on JioStar’s efforts to achieve this record-breaking goal.
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