Will OOH score a sixer this IPL?

OOH has demonstrated immense growth on the back of digital and advancements in terms of measurement. The sector has seen advertising revenue grow from Rs 4,140 crore in 2023 to Rs 4,650 crore in 2024, a 12% year-on-year increase, according to the Pitch-Madison Advertising Report 2025.

However, the scenario is a bit different during the IPL season. The report also shows that Q2 of last year (April–June), which coincides with the IPL season, saw the sector make Rs 1,162 crore in ad revenue — 17% lower than Q4’s earnings of Rs 1,349 crore.

One of the main reasons for this dip could be the reliance of brands on traditional formats along with digital screens. The reason often cited is that with IPL matches dominating primetime, audiences flock to TV screens or streaming platforms, reducing OOH exposure.

According to Haresh Nayak, Co-founder and CEO, Connect Network, IPL’s format and real-time engagement drives broadcasters and brands to prioritise TV and digital for direct consumer interaction. Additionally, IPL teams have not fully leveraged hyperlocal OOH strategies to build city-specific fan engagement.

As for Dipankar Sanyal, Co-founder and CEO, Platinum Communications, IPL is an established event that does not require additional media for reinforcement. It is already heavily promoted through TV, digital, and print, leaving little room for OOH. Moreover, IPL as a brand was a significant spender in its initial years, but that trend has diminished.

“For other brands advertising during the IPL, the investment is so substantial that OOH does not feature in the plan, except in cases of a product launch,” he said. Offline advertising is primarily undertaken by IPL’s official partners, who engage in activations and branding through retail channels near stadiums.

Experts also pointed out IPL no longer attracts a vast advertiser base due to exorbitantly high rates, making additional spending on outdoor media unaffordable for most brands.

However, this does not mean OOH is completely bowled out. Smart integrations, such as syncing digital billboards with live match updates or leveraging high-traffic zones around stadiums, could help bridge the gap. Brands could also experiment with immersive experiences like AR-powered billboards or interactive installations to engage fans and create memorable touchpoints.

Jayesh Yagnik, CEO, MOMS Outdoor suggests, “Many brands participating in the IPL leverage OOH media to establish a strong market presence. Typically, campaigns are launched 10–15 days before the tournament to drive awareness and continue during the event, reinforcing the brand’s association with the IPL.”

How can OOH score higher?

While OOH attracts significant advertiser attention during elections and the festive season, increased traction during the IPL could fuel the sector’s year-round growth.

According to Nayak, to attract more IPL-related clients, the OOH industry must evolve beyond static billboards. Digital OOH can display real-time match updates, live scores, and dynamic player moments.

Cities with IPL teams can adopt hyperlocal branding, immersive transit advertising, and stadium-route takeovers to amplify fan engagement. Experiential activations like fan zones, screenings, and interactive installations can extend the IPL’s excitement beyond screens.

OOH can integrate second-screen experiences through QR codes, social media tie-ins, and gamification, making IPL advertising more engaging and measurable, he added. By positioning OOH as an extension of the IPL experience—rather than a standalone medium—it can attract more brands, teams, and broadcasters seeking high impact visibility.

Creating special IPL packages tailored to categories that heavily invest in the tournament could be beneficial. Additionally, if digital OOH truly embraces programmatic advertising, it could offer brands and consumers an intriguing new avenue, Sanyal noted.

A positive aspect is that IPL broadcasters and OTT partners already implement OOH campaigns alongside multiplatform promotions across TV and digital to maximize reach. Yagnik mentioned, “Additionally, team-associated brands execute region-specific marketing efforts to strengthen their connection with local fan bases, while the BCCI drives its own promotional initiatives through OOH to sustain nationwide buzz. All these elements collectively give outdoor advertising a significant push during the IPL, which then carries forward.”

While extracting exact figures on OOH spending during the IPL is challenging, a Redseer report estimated that total advertising expenditures reached approximately Rs. 10,000 crore, with 65% of the revenue generated directly by the BCCI, franchises, and broadcasters. The remaining 35% came from indirect sources, including social media, traditional media, and other online channels.

Digital and OOH are the only media segments with a positive growth outlook until 2026, reflecting the Indian advertising industry's shift toward platforms offering greater engagement and flexibility, according to the e4mdentsu Digital Advertising Report. If advertisers can blend creativity with technology and adapt to the IPL’s electrifying pace, OOH could become a strategic power play in future seasons. The game isn’t over yet!