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Shift to the non-live content allows brands to access high levels of association with the IPL label at a lower ticket pricing
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There is an increasing ad spend shift by brands towards shoulder content of the Indian Premier League (IPL) 2025 to increase association value at a more effective price, said a senior official at JioStar.
“We are seeing an increasing share of wallet, orienting towards some of the shoulder content around live. The aggregated value of sports is in the live but what we are seeing increasingly, especially for advertisers who don’t have large outlays, there is a proclivity to tend towards highlights, pre and post shows, etc.,” said Sanjog Gupta, CEO Sports at JioStar.
Low pricing
Gupta explained this shift to the non-live content allows brands to access high levels of association with the IPL label at a lower ticket pricing. Live ads inventory has a cap with a stipulated time for every game. Considering this, investing in additional assets like shoulder content becomes important to expand both the volume and value of advertising. A similar trend was also observed by YouTube last year, stating that fans spent 20 per cent more time on non-live content, indicating a shift towards on-demand viewing experience.
The move also works into JioStar’s larger plans to focus on small and medium businesses. Gupta said, “One thing that has been enabled by high levels of audience delivery on digital platforms is that small advertisers can also target cohorts, which are small enough for their ROI, or that same price value equation to actually tilt in favour of value. So, it’s also about who you’re trying to reach and what is the messaging that you’re looking to deliver.”
Russhabh R Thakkar, Founder and CEO, Frodoh adtech agency, said, “Shoulder content doesn’t deliver the same scale as live, it delivers moments. It allows brands to stay present around the conversation without paying to be in the spotlight. The attraction isn’t superior audience connect, it’s lower cost, flexible formats, and always-available inventory. It fits when live is either full or out of budget.”
Thakkar stressed that live ads still command the largest audiences and highest demand from brands. However, the premium live spots are limited and often locked in early by top-tier spenders. For many brands, highlights and post-match content are the only way in.
Lloyd Mathias, Marketer and Business Strategist, said that while the trend towards shoulder content may be more apparent now, smaller brands have always relied on smaller packages during IPL.
“IPL is a big platform, so to make even a slight impact one would need to buy significantly, whether with the television broadcaster, digital producer or when taking a direct position with one of the teams. So, a lot of brands do these slightly smaller formats.”
Published on April 13, 2025
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