Connected TV emerges IPL's 'impact player' as ad rates go through the roof

Advertisement rates for CTV are up in the range of 10-20 per cent, while the inventory for advertisements on linear television is not full

As brands battle for eyeballs and ad rates go through the roof, the connected television (CTV) segment has emerged as the runaway hit this Indian Premier League (IPL) season.

 

This segment has emerged as a particularly lucrative battleground for brands, with prices skyrocketing by up to 20 per cent and prior to the league starting, spot buys being available at a premium of ₹8.5 lakh for 10 seconds.

 

“There has been a healthy demand for ads in CTV with a 10 to 15 per cent increase in ad rates. However, the ad rates in linear TV could be flat (this