IPL runs for approximately 60 matches over 7–8 weeks (typically late March through late May) and produces the highest concurrent CTV viewership of any event in India. JioCinema holds the digital rights and streams IPL free, which dramatically expanded the CTV audience when the rights moved from Hotstar in 2023.
What IPL does to the CTV advertising market:
- CPMs spike: Live match pre-roll on CTV during IPL is significantly more expensive than off-season inventory. Industry estimates suggest live match CTV CPMs of Rs 200–500+ during peak IPL versus Rs 80–150 off-season. High-profile matches (playoffs, finals, marquee team matchups) are at the top of that range.
- Inventory is direct-sold: The best IPL CTV inventory — live match pre-rolls, branded integrations — is sold by JioCinema's sales team through direct deals or private marketplace (PMP) arrangements. It is not freely available through DV360 or The Trade Desk in open auction.
- Planning must happen early: Committed advertisers lock in IPL inventory months before the season. Brands that approach JioCinema close to the tournament start face limited availability and higher rates.
- CTV and mobile are bundled by default: JioCinema's headline IPL audience numbers include mobile viewers. If you want TV-screen-only reach, specify device type in your deal and verify it in reporting.
If your campaign does not need IPL, plan around it — avoid March to May to stay out of the most competitive and expensive window in India CTV.
Full guide
For a complete explanation, read: IPL and CTV advertising in India: reach, CPMs, and how to plan