Mumbai: The Indian Premier League (IPL) 2023 is experiencing a significant decrease in television advertising this year, as stated by the latest BARC data. In the first 38 matches of this season, the number of advertisers on TV has plummeted by 43 per cent, with only 48 advertisers on TV so far, as opposed to 81 last season.

Several IPL advertisers from last year, such as Maruti Suzuki, Hero, Jaquar & Company, Policybazaar, Godrej Group, Samsung India, Reserve Bank of India, Aditya Birla Group, Muthoot Fincorp, Amazon, Google, Flipkart, Spotify, Bundl Technologies, and One97 Communications have decided not to advertise on TV this year.

The decline in advertiser interest is also reflected in the number of brands and categories that have appeared on TV this season. According to the BARC report, only 40 categories advertised on TV this year, resulting in a 33 per cent decrease compared to last year when 60 categories had advertised on TV until the first 38 matches.

Consequently, the number of brands advertising on TV has dropped significantly, with only 93 brands joining this year, a 36 per cent decrease compared to last year's 147 brands. Notably, BigBasket, VISA card, CRED, PayTm, Swiggy, Acko, and Byjus, who heavily advertised on TV last year, are absent this year.