JioCinema CTV advertising is bought primarily through direct deals — open programmatic access is limited, especially for premium IPL live match inventory. Here's how to buy:
- Direct via Jio Ads: Reliance's advertising sales arm. For significant budgets and IPL access, direct outreach or agency intermediation is the primary route.
- Agency frameworks: GroupM, Publicis, IPG, Dentsu, and Havas all have annual deal frameworks with JioCinema providing preferential rates and inventory access. Working through a major agency holding group improves access significantly.
- Programmatic (limited): Some non-live entertainment inventory is available through select DSPs. Live sports slots are not in open programmatic.
CPM ranges (directional estimates):
- IPL live match prime time: Rs 250–500+ CPM
- IPL live match afternoon: Rs 150–300 CPM
- IPL highlights / non-live: Rs 80–150 CPM
- Entertainment content: Rs 60–120 CPM
Key planning note: IPL prime-time inventory sells out. Commit in January–February for a March–May season. Negotiate explicit frequency caps — without them, the same household can see your ad many times across 60+ IPL matches. Request CTV-segmented delivery reports if smart TV reach specifically is your objective.
Full guide
For a complete explanation, read: JioCinema CTV advertising: reach, buying routes, and what advertisers need to know