Last-minute ad rates down over 50% as India bow out of World Cup

Last-minute advertisers may not have to worry regarding paying a premium for a tv spot during the ongoing Cricket World Cup. TV ad rates for these spots are down over 50 per cent after India lost to New Zealand within the first semi-final on Wednesday.

According to media planners and consumers negotiating on behalf of their shoppers, the asking price for around a 10 per cent inventory obtinable for the final, valued at Rs 100-150 crore, is Rs 10-15 lakh per 10 seconds, lower than the Rs 30-35 lakh per 10 seconds Star was quoting last week.

New Seeland and England can clash within the final on Sunday. The Eoin Morgan-led aspect thrashed five-time world champions Australia within the second semi-final on Thursday."The premium that advertisers would have paid if Asian country were within the final won't be there," aforesaid Basabdutta

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And Star Sports, the official broadcaster of the tournament, is milking the packaging around it. The channel, that has sold most of its ad inventory for the match, is currently charging over five hundredth premium for booking unpunctual ad spots.

With concerning five,500 seconds of total inventory, Star is anticipated to come up with the maximum amount as?100 large integer from the India-Pakistan match alone, in keeping with 2 media consumers, requesting namelessness.

The ad rates have surged to?25 hundred thousand for a 10-second slot, in keeping with media consumers. this is often far more than the?16-18 hundred thousand per ten seconds that Star is charging for bundled packages (including tv and Hotstar) for different matches involving Bharat.

While different matches involving Bharat will have high viewership within the country, nothing will compare with Sunday’s World Cup match at previous Trafford, wherever Bharat can battle West Pakistan for the primary time once 9 months, resuming their long competition. Bharat last contend West Pakistan within the Asia Cup in Gregorian calendar month last year.

After a blockbuster Indian Premier League season, when it generated advertising revenues worth?2,500 crore, the nation’s biggest broadcaster is set for another windfall this summer with the cricket World Cup—that is, if the Indian team does not disappoint fans.

As the official broadcaster, Star India is looking to leverage the popularity of ICC Cricket World Cup, a once-in-four-years event, that is set to start in London on Thursday.

Star India has already sold 80% of its advertisement inventory for the World Cup, signing up more than 40 top advertisers, including PhonePe, OnePlus, Havells, Amazon, Dream11, MRF Tyres, Coca-Cola, Uber, Mondelez, Oppo, Philips, Ceat Tyres and ICICI Lombard, according to the broadcaster.

The broadcaster is expected to generate between?1,200 crore and?1,500 crore through television advertising and an additional?300 crore on its video streaming platform Hotstar, according to estimates by media buyers.

These estimates are more than double the?700 crore revenue that Star had booked in the 2015 World Cup, a Moneycontrol.com report said.

Several factors are working in Star’s favour this year. The match timings in England are in tune with Indian television viewing time and most of India’s games are falling on weekends, when viewership is expected to soar, further fuelling ad revenues. "I believe ICC has been smart enough to realize that 90% of the cricket market is in India and the scheduling of matches reflects that," said Indranil Das Blah, chief executive of Kwan Sports.

This year, Hotstar has opened an additional stream of ad revenue, with Star India pushing bundled ad deals, including both television and digital platforms. In 2015, Hotstar streamed the World Cup matches but didn’t monetize it by selling ads.