India’s biggest cricket extravaganza is more than just a sporting event—it’s a cultural phenomenon that drives massive viewership across screens. As audiences shift to on-demand viewing, streaming of cricket matches on OTT platforms has seen an increase. In 2023, India’s final match brought in over 59 million concurrent viewers. Similarly, last year in 2024, the opening day of another popular tournament series saw an increase of 51%.
This presents a unique opportunity for brands to integrate CTV advertising with mobile marketing for measurable impact. Unlike traditional TV ads, CTV offers precise targeting and data-driven insights, and when paired with mobile strategies, it creates a seamless engagement-to-conversion funnel.
The Rise of CTV Viewership in Cricket Season
CTV adoption in India is skyrocketing, with sports being a key driver. Cricket’s immersive viewing experience on large screens enhances ad engagement, allowing brands to deliver high-impact messages. Unlike traditional TV, CTV offers precision targeting, measurable engagement, and interactive ad formats that resonate with modern audiences.
However, CTV’s real power is unlocked when combined with mobile marketing. Viewers often engage with their smartphones while watching a match —checking scores, discussing matches on social media, and even shopping for team merchandise. This second-screen behavior creates an opportunity for brands to sync CTV and mobile ads to create a seamless, multi-device user journey.
India’s CTV adoption has surged in recent years, with over 80 million households now owning smart TVs. IPL, being the biggest sporting event in the country, sees a 70% increase in CTV viewership during the tournament, with many consumers shifting from linear TV to streaming platforms.
- Dual-Screen Consumption: Studies suggest that over 60% of IPL viewers use their mobile devices while watching matches on CTV, making it an ideal scenario for synchronized cross-device advertising.
- High Engagement Rates: CTV viewers are 2.5x more likely to engage with ads compared to traditional TV viewers, increasing the chances of mobile interactions.
Tapping Into Multi-Screen Engagement for User Acquisition
Cricket matches last for several hours, giving advertisers ample opportunities to engage users beyond passive viewership. Most viewers don’t just watch the match; they actively engage on mobile, whether it’s checking live scores, making purchases, or interacting on social media. Many viewers also jump in and out of the streaming on TV to check their phones, go to nearby restaurants for match viewing, or have concurrent viewing habits.
How Brands Can Leverage This Trend:
- Synchronized Ads Across CTV & Mobile: Running sequential messaging where a user sees a CTV ad first, followed by a personalized mobile ad within minutes, ensures higher recall and action.
- Live Match Contextual Targeting: Showing offers like "Order Now to Get match-Themed Discounts" during high-engagement moments (wickets, milestones) can drive real-time mobile conversions.
- Shoppable & QR-Enabled CTV Ads: Brands can integrate QR codes in CTV ads that link to a mobile app or website, enabling instant action without disrupting the viewing experience.
How CTV + Mobile Synergy Drives Performance
1. Real-Time Ad Syncing for Higher Engagement
Brands can enhance recall and engagement by synchronizing CTV ads with mobile campaigns. For instance, a food delivery app running a CTV ad featuring match-themed discounts can immediately trigger a corresponding mobile ad, nudging users to place an order. This real-time reinforcement strengthens brand recall and increases the likelihood of conversions.
2. QR Codes & Interactive CTV Ads to Drive Mobile Actions
Leveraging QR codes on CTV screens during IPL matches allows instant mobile engagement. A gaming app, for example, can display a QR code on CTV, enabling viewers to scan and download the app instantly. Interactive elements like “Shop Now” CTAs during match-related content on CTV can seamlessly transition users to mobile experiences, enhancing the path to conversion.
3. Specific Contextual Targeting Across Devices
Using AI-driven contextual targeting, brands can align their CTV and mobile ads with real-time match moments. For instance, a beverage brand can push CTV ads during high-intensity overs and then follow up with a mobile ad offering an IPL-themed discount. Contextual relevance enhances the impact of ads and boosts engagement.
Drive Measurable Outcomes with CTV App Sync
Cricket season presents one of the biggest advertising opportunities of the year in India. While mobile remains a powerful medium, integrating CTV into your ad strategy can amplify reach, engagement, and conversions. The combination of premium reach, precise targeting, and measurable performance makes it the ultimate ad channel for the modern marketer. By syncing CTV storytelling and programmatic measurability, brands can reach wider users and acquire new audiences for their app, ensuring continuous engagement across screens. Through using QR codes, interactive formats, and cross-device tracking, CTV can become a powerful medium to drive measurable, performance-driven outcomes.
Are you ready to maximize your ad impact this cricket season? Let’s make it happen.