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The IPL provides for advertisers in India an opportunity thats similar in nature to the super-bowl. LBhat has opened a discussion to argue IPL's prospect to turn into a super-bowl. In my opinion it can; as a medium it provides everything  needed. I hope and pray advertisers approach it thus and create memorable ads. From what i have been seeing so far the ads are turning out to be irritants. Here are my reasons:  

1. Too many ads shown too frequently 
2. Squeeze, Cut short and Re - run
3. Crowded innovations  

Too many ads shown too frequently In the 3 hours of one game, i'm probably getting to see close to 100 ads that are atleast 10 seconds in length.  My assumption is that we will be subjected to 2 ads in between every over and more than a couple during strategic time-outs. Of the 100 odd i dont know how many are unique. It just feels like the same ones are repeating over and over. Some of the Ads  are so boring that the advertiser may have been better off without it. Hero Honda "thinking is such a waste of time", voltas AC are examples that come to mind.

Squeeze, Cut short and Re - run We got to give it to the sport of cricket that allows such luxuries we now have TVCs in between deliveries. Thankfully the ads are stopped abdruptly to ensure viewers do not miss the game. But there is little respite as the same ad is re-run in the next break. The time gap is too little to switch channels but too frustrating to put up with what is being shown. The dual sim phone ad that has gambhir and sehwag is an example. I cant imagine why that phone company (cant remember name) would choose to show two individuals receiving calls on one mobile phone. Its almost like using the mobile like a landline - they are going back in time. 

Crowded Innovations Im referring to the on screen ads that are shown by reducing the size of the main frame. These innovative ads make use of the real estate that becomes available in "L" shape to the left and bottom of screen when the main frame size is reduced. Some of the ads that get displayed here have more than 3 visuals trying to draw the viewers attention. They even have tiny copy there. I have never been able to do a complete read of these from top-left to bottom-right ad these are on screen for a few seconds only.  How does an advertiser benefit from these?