{"id":1737,"date":"2026-03-16T11:41:33","date_gmt":"2026-03-16T06:11:33","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1737"},"modified":"2026-03-16T11:41:33","modified_gmt":"2026-03-16T06:11:33","slug":"ipl-heard-not-just-watched","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/ipl-heard-not-just-watched\/","title":{"rendered":"IPL Isn\u2019t Just Watched, It\u2019s Heard: The Untapped Audio Opportunity for Brands"},"content":{"rendered":"<p><strong><em>&#8220;9 out of 10 fans watching IPL are also on their phones \u2014 which means their eyes are divided, but their ears never leave the room.&#8221;<\/em><\/strong><\/p>\n<h1><\/h1>\n<h1><b>IPL Isn\u2019t Just Watched, It\u2019s Heard: The Untapped Audio Opportunity for Brands<\/b><\/h1>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-1738\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/03\/IPL-Isnt-Just-Watched-Its-Heard.jpg\" alt=\"Man wearing blue headphones smiling in a cricket stadium with sound wave graphics and text IPL Isn't Just Watched It's Heard with Paytunes logo\" width=\"1200\" height=\"675\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/03\/IPL-Isnt-Just-Watched-Its-Heard.jpg 1200w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/03\/IPL-Isnt-Just-Watched-Its-Heard-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/03\/IPL-Isnt-Just-Watched-Its-Heard-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/03\/IPL-Isnt-Just-Watched-Its-Heard-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/03\/IPL-Isnt-Just-Watched-Its-Heard-150x84.jpg 150w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Every year, the Indian Premier League captures the attention of millions of fans across India. Stadiums are packed, streaming platforms see record traffic, and brands compete fiercely for visibility during every match.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there\u2019s something marketers often overlook.<\/span><\/p>\n<h4><b>IPL isn\u2019t just watched, it\u2019s heard.<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">From excited commentary playing in taxis to heated match debates in office break rooms, cricket in India has always travelled through sound. Even fans who aren\u2019t actively watching the match still experience the game through audio, commentary snippets, cricket podcasts, highlight discussions, and conversations that continue long after the final over.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For brands, this opens up a powerful yet underused opportunity: <\/span><b>reaching cricket audiences through audio moments beyond the screen.<\/b><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Cricket Has Always Been an Audio Experience<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Long before HD broadcasts and live streaming apps, cricket lived through radio commentary.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fans gathered around radios, following matches ball by ball and building vivid mental images through the voices of commentators. The sound of the game became part of everyday life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While technology has evolved, the habit hasn\u2019t disappeared; it has simply shifted to new formats. Today, fans still experience cricket through audio in many ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Listening to match commentary while driving<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Catching post-match discussions during office hours<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Streaming cricket podcasts during commutes<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Playing music or podcasts between overs<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Cricket culture in India has always been deeply connected to <\/span><b>voice, storytelling, and shared listening experiences.<\/b><\/p>\n<p>&nbsp;<\/p>\n<h2><b>The Modern IPL Fan Is Multitasking<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The reality of today\u2019s IPL viewer is simple: <\/span><b>very few fans watch the entire match with undivided attention.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">More often than not, they\u2019re doing multiple things at once.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They might be:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Working on their laptop while the match plays in the background<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Checking scores on their phone<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Scrolling through social media reactions<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Listening to commentary or match analysis while travelling<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In this multi-screen world, attention is fragmented.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This shift in behaviour is exactly where digital audio advertising becomes powerful. Paytunes enables brands to tap into these listening moments through <\/span><b>programmatic audio advertising across music apps, podcasts, gaming environments, and other digital platforms.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This ensures campaigns reach audiences <\/span><b>throughout their day, not just when they\u2019re watching the match.<\/b><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Why Audio Advertising Works During IPL<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">During the IPL season, digital platforms become crowded with video ads, influencer campaigns, and branded content. Breaking through that noise becomes increasingly difficult.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where audio advertising offers a unique advantage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Digital audio ads reach listeners during everyday moments, commuting, exercising, working, or listening to music while following match updates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This makes audio ads:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Less intrusive than video ads<\/b><b>\n<p><\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Harder to skip or ignore<\/b><b>\n<p><\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>More immersive through voice, storytelling, and sound<\/b><b>\n<p><\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For marketers planning their IPL campaigns, audio becomes a powerful complement to visual media, helping brands stay present even when audiences aren\u2019t actively watching the match.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the right platform, audio campaigns can also be highly targeted and measurable. Through solutions offered by Paytunes, brands can run campaigns targeted at:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Location and pincode-level targeting<\/b><b>\n<p><\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Device and platform type<\/b><b>\n<p><\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Audience demographics and listening behaviour<\/b><b>\n<p><\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Time-of-day listening patterns<\/b><b>\n<p><\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This allows brands to reach cricket fans <\/span><b>in the exact moments they are most likely to be listening.<\/b><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Reaching Cricket Fans Beyond the Screen<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Not every brand can afford expensive IPL sponsorships or television placements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But cricket fans exist far beyond stadiums and broadcast screens. They are listening to music during commutes, tuning into podcasts during work breaks, playing mobile games, and following cricket conversations across multiple platforms throughout the day.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where digital audio advertising platforms like Paytunes come in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With access to hundreds of listening environments and millions of listeners, brands can run <\/span><b>targeted digital audio campaigns<\/b><span style=\"font-weight: 400;\"> that reach cricket audiences across:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Music streaming apps<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Podcasts<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gaming environments<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Every day listening moments across digital platforms<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The result? Brands can stay connected to cricket fans even when they\u2019re not watching the match.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because in India, the game never truly stops. It continues through commentary, conversations, and sound.<\/span><\/p>\n<p>&nbsp;<\/p>\n<div class=\"has-inline-images my-2 first:mt-0 [&amp;:has([data-inline-type=image])+&amp;:has([data-inline-type=image])_[data-inline-type=image]]:hidden [&amp;:has(table)_[data-inline-type=image]]:hidden [&amp;_h1:first-of-type]:mt-8 [&amp;_h2:first-of-type]:mt-6\">\n<div>\n<div>\n<h2 class=\"prose dark:prose-invert inline leading-relaxed break-words min-w-0 [word-break:break-word] prose-strong:font-bold [&amp;_&gt;*:first-child]:mt-0 [&amp;_&gt;*:last-child]:mb-0\"><strong>The Audio Ad Opportunity \u2014 Market Stats<\/strong><\/h2>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"has-inline-images my-2 first:mt-0 [&amp;:has([data-inline-type=image])+&amp;:has([data-inline-type=image])_[data-inline-type=image]]:hidden [&amp;:has(table)_[data-inline-type=image]]:hidden [&amp;_h1:first-of-type]:mt-8 [&amp;_h2:first-of-type]:mt-6\">\n<div>\n<div>\n<div class=\"prose dark:prose-invert inline leading-relaxed break-words min-w-0 [word-break:break-word] prose-strong:font-bold [&amp;_&gt;*:first-child]:mt-0 [&amp;_&gt;*:last-child]:mb-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Use these to make the business case for audio advertising during IPL:<\/p>\n<div class=\"group relative my-[1em]\">\n<div class=\"sticky top-0 z-10 h-0\" aria-hidden=\"true\">\n<div class=\"w-full overflow-hidden bg-raised border-x md:max-w-[90vw] border-subtlest ring-subtlest divide-subtlest\"><\/div>\n<\/div>\n<div class=\"w-full overflow-auto scrollbar-subtle rounded-lg border md:max-w-[90vw] border-subtlest ring-subtlest divide-subtlest bg-raised\">\n<table class=\"[&amp;_tr:last-child_td]:border-b-0 my-0 w-full table-auto border-separate border-spacing-0 text-sm font-sans rounded-lg [&amp;_tr:last-child_td:first-child]:rounded-bl-lg [&amp;_tr:last-child_td:last-child]:rounded-br-lg\">\n<thead class=\"\">\n<tr>\n<th class=\"border-subtlest p-sm min-w-[48px] break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtle first:border-radius-tl-lg last:border-radius-tr-lg\">Metric<\/th>\n<th class=\"border-subtlest p-sm min-w-[48px] break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtle first:border-radius-tl-lg last:border-radius-tr-lg\">Figure<\/th>\n<th class=\"border-subtlest p-sm min-w-[48px] break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtle first:border-radius-tl-lg last:border-radius-tr-lg\">Source<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">India digital ad market (FY25)<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">\u20b949,000 crore<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Ipsos\u00a0<span class=\"inline-flex\" aria-label=\"[PDF] THE STATE OF IN INDIA 2025-26 - Ipsos\" data-state=\"closed\">\u200b<\/span><\/td>\n<\/tr>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Digital ad share of total ad market (2025)<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">44% \u2192 growing to\u00a0<strong>50%<\/strong><\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Magna\u00a0<span class=\"inline-flex\" aria-label=\"India's ad market projected to grow at 7.8% in 2025: Magna\" data-state=\"closed\">\u200b<\/span><\/td>\n<\/tr>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Audio advertising market (India, 2026)<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\"><strong>\u20b92,610 crore<\/strong>\u00a0(~$326M)<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">WPP\/GroupM\u00a0<span class=\"inline-flex\" aria-label=\"India seen among fastest- growing ad markets in 2026 at Rs 2 lakh ...\" data-state=\"closed\">\u200b<\/span><\/td>\n<\/tr>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">India digital ad market by 2030<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\"><strong>$32.3 billion<\/strong>\u00a0(CAGR 15.3%)<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Grand View Research\u00a0<span class=\"inline-flex\" aria-label=\"India Digital Advertising Market Size &amp; Outlook, 2025-2030\" data-state=\"closed\">\u200b<\/span><\/td>\n<\/tr>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Radio (traditional) growth trend<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\"><strong>Declining 1\u20132% annually<\/strong>\u00a0through 2030<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">GroupM\u00a0<span class=\"inline-flex\" aria-label=\"India's ad spend to cross Rs 1.8 lakh crore this year; retail media ...\" data-state=\"closed\">\u200b<\/span><\/td>\n<\/tr>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Digital audio\/podcast formats<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\"><strong>Growing<\/strong>\u00a0\u2014 driving all audio ad gains<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">WPP\u00a0<span class=\"inline-flex\" aria-label=\"India's Ad Market to Hit Rs 1.85 Lakh Crore in 2025: WPP ...\" data-state=\"closed\">\u200b<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<h3><b>Turning Audio Moments Into Brand Opportunities<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Beyond reach, Paytunes helps brands turn everyday listening moments into meaningful brand interactions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With advanced targeting and wide distribution across listening platforms, brands can connect with audiences when they are most engaged.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">During high-engagement periods like the IPL season, this allows brands to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Extend campaign reach beyond television and streaming<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Maintain consistent brand presence across multiple touchpoints<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reach audiences in high-attention listening environments<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For marketers looking to build a <\/span><b>360\u00b0 IPL marketing strategy<\/b><span style=\"font-weight: 400;\">, audio becomes a powerful channel alongside video, social media, and influencer marketing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>The Takeaway for Brands<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">As the Indian Premier League season takes over the country once again, brands should remember one simple truth:<\/span><\/p>\n<p><b>Cricket may be watched on screens, but it lives in sound.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And the brands that learn to connect with fans through audio will always have an edge.<\/span><\/p>\n<div class=\"has-inline-images my-2 first:mt-0 [&amp;:has([data-inline-type=image])+&amp;:has([data-inline-type=image])_[data-inline-type=image]]:hidden [&amp;:has(table)_[data-inline-type=image]]:hidden [&amp;_h1:first-of-type]:mt-8 [&amp;_h2:first-of-type]:mt-6\">\n<div>\n<div>\n<div class=\"prose dark:prose-invert inline leading-relaxed break-words min-w-0 [word-break:break-word] prose-strong:font-bold [&amp;_&gt;*:first-child]:mt-0 [&amp;_&gt;*:last-child]:mb-0\">\n<div class=\"group relative my-[1em]\">\n<div class=\"sticky z-10 h-0\">\n<div class=\"bg-base border-subtlest shadow-subtle pointer-coarse:opacity-100 keyboard:opacity-100 right-xs absolute bottom-xs flex rounded-md border opacity-0 transition-opacity group-hover:opacity-100 [&amp;&gt;*:not(:first-child)]:border-subtlest [&amp;&gt;*:not(:first-child)]:border-l\">\n<div class=\"flex transition-opacity duration-300 [&amp;_button]:hover:bg-transparent\"><\/div>\n<div class=\"flex transition-opacity duration-300 [&amp;_button]:hover:bg-transparent\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>Also Read Our Latest Case Study &#8211; <a href=\"https:\/\/www.paytunes.in\/blog\/honda-elevate-digital-audio-campaign-case-study-pan-india-reach-strong-ltr-performance\/\">Honda Elevate Digital Audio Campaign Case Study<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;9 out of 10 fans watching IPL are also on [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":1738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[399,10],"ppma_author":[394],"class_list":["post-1737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-ipl-audio-advertising","tag-paytunes","author-niikhil-admin"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>IPL Isn\u2019t Just Watched, It\u2019s Heard<\/title>\n<meta name=\"description\" content=\"IPL isn&#039;t just watched \u2014 it&#039;s heard. Discover how brands can reach millions of cricket fans through digital audio advertising on music, podcasts &amp; gaming apps.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/paytunes.in\/blog\/ipl-heard-not-just-watched\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IPL Isn\u2019t Just Watched, It\u2019s Heard\" \/>\n<meta property=\"og:description\" content=\"IPL isn&#039;t just watched \u2014 it&#039;s heard. 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