IPL final on strong wicket as advertisers bet on record viewership

The final match, in particular, attracts a significant premium (as much as 20-25 per cent) from last-minute buyers in anticipation of high viewership.

Advertisers have always leveraged the popularity of cricket. The 2020 edition of the Indian Premier League (IPL) is no different. Conversations with multiple media buyers and planners indicate that there is no last-minute ad inventory left to be sold for the final match on Tuesday, marking a shift from a time-tested strategy followed by most broadcasters of high-impact sporting properties.

Typically, around 5-7 per cent of ad inventory is left for the final four matches of the IPL every year for last-minute advertisers wishing to mark their territory. 

The final match, in particular, attracts a significant premium (as much as 20-25 per