IPL sees significant jump in advertisements targeting female viewers

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 peopl...

This year’s IPL has a decidedly feminine touch – but that has little to do with the commentary-box crew and hosts off the field. Women-centric advertising in the current edition of the billion-dollar cricket league has increased by a record 57%, with branded jewellery, household items such as detergents and home hygiene products topping the charts. The frequency of advertisements for washing powder and liquid detergents surged almost four times.

Those for dishwashers doubled, according to the data published by the television rating agency TAM. 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 action. This year, women viewership of the IPL stood at 43%, while male viewership touched 57% in the first week of IPL 2020. Reckitt Benckiser, Hindustan Unilever, Procter and Gamble Home Products, ITC and Bosch Home Appliances were among the top 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 pandemic and the subsequent lockdown, which has brought about a marked change in consumer lifestyle and behaviour. "IPL usually happens in May-June when predominantly summer brands advertise. This is the first time when the festive season and IPL have coincided," said advertising veteran Sandeep Goyal, chairman of Mogae Media, a Mumbai-based marketing and communication agency.


Another reason is that the majority of India is a single-television home and IPL has become the default program for the family audience. 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 the 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,” said Richa Singh, CEO of the two-and-half years old Niine. “This is for the first time a man has worn a jersey displaying the sanitary napkin brands.”
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