Why More Brands Are Choosing Digital Ads Over TV Sports Commercials

For decades, TV sports commercials dominated brand marketing, with companies investing crores in prime-time ad slots during IPL, FIFA, and the Olympics. But today, brands are shifting ad budgets from TV to digital sports platforms like OTT, social media, and Connected TV (CTV).

With better audience targeting, interactive ad formats, and higher ROI, digital sports advertising is rapidly replacing traditional TV commercials. 📊

So, why are brands making this shift, and what does it mean for the future of sports marketing? Let’s break it down. 👇

📢 Why TV Sports Commercials Are Losing Relevance

🔴 Limited Targeting & High Costs – TV ads reach a broad audience, but brands can’t personalize messages for different viewer segments. Plus, a 30-second IPL TV ad can cost ₹15-20 crore, making it inaccessible for mid-sized brands.

🔴 Rise of OTT & Live Sports Streaming – Platforms like JioCinema, Hotstar, and SonyLIV are capturing live sports audiences, shifting ad dollars from TV to digital. In IPL 2024, JioCinema’s free streaming attracted 650M+ viewers, pulling ad spend away from Star Sports.

🔴 Second-Screen Engagement is Changing the Game – 80% of sports fans use their phones while watching live matches. Brands now target audiences on YouTube, Instagram, and in-app ads, rather than relying on passive TV ads.

💡 Example: In IPL 2023, JioCinema’s interactive ads saw 3X more engagement than traditional TV commercials, proving that digital formats drive higher attention.

🚀 Why Brands Are Moving to Digital Sports Advertising

1️⃣ AI-Driven Precision Targeting

TV ads cast a wide net, while digital ads deliver targeted, data-driven messaging:

✅ AI-powered audience segmentation – Different creatives for football vs. cricket fans.

✅ Geo-targeting – A Tamil Nadu brand can show Tamil-language ads to CSK fans while showing Hindi versions in North India.

✅ Behavior-based personalization – AI predicts fan preferences, showing relevant ads for jerseys, tickets, or fantasy sports.

💡 Example: Nike used AI-driven YouTube ads during the FIFA World Cup, showing different content based on viewers’ football interests. ⚽

2️⃣ Cost-Effective & Performance-Based Advertising

📺 TV commercials demand massive budgets upfront, with no guaranteed engagement.💻 Digital ads offer flexible pricing, with brands paying for:

✔️ Impressions (number of views)

✔️ Clicks & conversions (actual engagement)

✔️ Video completion rates (percentage of viewers who watched the full ad)

💡 Example: Swiggy’s IPL campaign used real-time performance tracking, adjusting ad budgets based on peak engagement hours, ensuring higher ROI than fixed TV ad spends.

3️⃣ Interactive & Shoppable Ad Formats

Unlike passive TV commercials, digital ads allow real-time fan engagement:

🛒 Shoppable ads – Viewers can buy jerseys, sneakers, or match tickets directly from the ad.📊 Live polls & gamification – Brands engage users with match predictions, fantasy sports activations, and giveaways.

🎥 Influencer-led digital activations – Athletes create content on Instagram, YouTube Shorts, and TikTok, driving product visibility.

💡 Example: Puma’s "Buy Now" Instagram ads featuring Virat Kohli and Mary Kom helped sell limited-edition cricket shoes directly through social media.

4️⃣ Multi-Screen Advertising – Meeting Fans Where They Engage

Fans don’t just watch matches—they engage on social media, play fantasy leagues, and consume live commentary online.

Brands can now run synchronized digital campaigns across multiple platforms:

✔️ CTV ads during live matches on JioCinema & Hotstar

✔️ Athlete collaborations on Instagram & Twitter

✔️ Retargeting ads on YouTube & Google for high-intent consumers

💡 Example: Dream11’s IPL campaign used integrated digital ads on YouTube, Instagram, and OTT, ensuring that cricket fans saw consistent messaging across platforms. 🏏

📊 Case Study: JioCinema’s Digital-First IPL Advertising Strategy

Brand: JioCinema

Strategy:

✅ Offered free IPL streaming, shifting mass viewership from TV to OTT.

✅ Introduced shoppable, AI-driven, and interactive ads, increasing ad engagement rates.

✅ Used regional targeting, allowing brands to run ads in specific languages for different fan bases.

Results:

✔️ 650M+ IPL viewers on JioCinema, making it India’s largest sports streaming platform.

✔️ CTV ads had 3X higher engagement rates compared to TV commercials.

✔️ Brands spent more on JioCinema ads than on Star Sports, marking a major industry shift.

🔥 How Brands Can Maximize Digital Sports Advertising

📍 Invest in OTT & CTV Advertising👉 Target sports fans where they are already streaming matches.

💡 Example: Use JioCinema, Hotstar, SonyLIV, and Amazon Prime Video ads for IPL, ISL, and other sporting events.

📍 Leverage AI-Powered, Personalized Ad Campaigns👉 AI-driven tools help serve hyper-personalized sports ads.

💡 Example: Nike’s AI-driven FIFA World Cup campaign tailored ads based on football fan preferences.

📍 Use Athlete-Influencer Collaborations on Digital Platforms👉 Partner with sports influencers and athletes for engaging digital content.

💡 Example: boAt’s Instagram collaborations with Hardik Pandya & Shreyas Iyer drove massive engagement.

📍 Explore Interactive & Shoppable Ad Experiences👉 Use click-to-buy features, live polls, and gamification for deeper engagement.

💡 Example: Puma’s YouTube Shorts ads featuring cricketers helped sell limited-edition footwear.

🏆 Conclusion: The Future of Sports Advertising is Digital

Brands that rely solely on TV commercials risk losing relevance in the evolving sports advertising landscape. Digital-first strategies offer:

🔹 Better audience targeting through AI-driven ads

🔹 Higher ROI and performance-based pricing models

🔹 More interactive and engaging ad formats for sports fans

As the industry shifts, brands that embrace OTT, CTV, and social media-driven advertising will gain a competitive edge in sports marketing.

🚀 How UNPAUZED Can Help

At UNPAUZED, we help brands transition from traditional TV sports ads to high-impact digital sports advertising strategies.

✅ Want to optimize your digital sports ad strategy? We craft AI-driven, data-backed campaigns.

✅ Looking to integrate athlete-led marketing? We connect brands with sports influencers for high engagement.

✅ Need a multi-screen digital ad approach? We build seamless campaigns across OTT, CTV, and social platforms.

💬 Ready to dominate sports advertising in the digital era? Let’s build your winning strategy—talk to us today.