Star & Disney India to rake in ₹1,200 cr in ad revenues from T20 world cup

Star & Disney India to rake in ₹1,200 cr in ad revenues from T20 world cup


& Disney India has signed advertising deals worth nearly Rs 1,200 crore for the ICC T20 World Cup, marking a three-time jump over the last tournament which was held in 2016 in India, according to two people who were directly involved in the ad sales process.

Despite being scheduled immediately after the second leg of the 2021 season of the Indian Premier League, advertisers have opened their purses for the marquee property for which Star was asking up to Rs 9.5 lakh per 10 second slot on TV.

“Star has signed advertising deals worth Rs 900 crore for Star Sports and Rs 250-270 crore for Disney+Hotstar,” a highly placed source confirmed to ET. “The sponsorship packages on TV were sold at Rs 9-9.5 lakh per 10 seconds. Co-presenting sponsors have got 150 seconds per match, whereas associate sponsors have booked 90 seconds on each of the matches.”

The broadcaster confirmed that it has signed 16 sponsors for Star Sports and 10 for Disney+Hotstar, but refused to share financial terms.

“The ICC T20 World Cup is a marquee property for Star & Disney India and we have received a great response from advertisers for both linear and OTT,” said Nitin Bawankule, head – ad sales, Star & Disney India. “This is the first edition of the T20 World Cup to be held during the festive season; this clubbed with the patriotic fervour and the fight for national pride among the various teams. We are anticipating high engagement levels across demographics.”

ET has learned that Byju’s, Dream 11, Coca-Cola, Vimal, PhonePe, Havells, Netmeds, CoinDCX, JioMart, Skoda, Mondelez, Reliance Trends, Pernod, Upstox, Samsung and Cred have come on board as sponsors for Star Sports.

Dream11, Vimal Elaichi, CoinSwitch Kuber, Oppo, PhonePe, Maruti Suzuki, AMFI, Swiggy, Mondelez and Upstox will be seen on Disney+Hotstar.

On the pricing and big jump over the previous edition of the T20 World Cup, a senior media buyer said a lot has changed in the last five years.

“Total number of matches has gone up from 23 (35 including qualifiers) in the last T20 World Cup to 35 (45 including qualifiers) this time. Also, the pricing has been much higher. While there were options for advertisers to buy only on one match or India games … but the price for that was ridiculously high. It would make more sense to buy across all matches,” he said.

Also, this will be the first edition of the ICC World cup during the Diwali festive season with prime-time matches, which has hooked on several brands.

Some experts believe that events like world cups evoke a patriotic fervour, which engages even the non-cricket enthusiasts into following the event.

Furthermore, India are currently ranked second in the international T20 ratings and will fancy the chances at redeeming themselves post the ICC World Cup ODI semi-final loss in 2019 and the World Test Cricket loss in 2021.

This tournament will also mark an opportunity to witness an India vs Pakistan match as the arch-rivals are pitted against each other in the same group in the league stage.

The last time these two teams played against each other was in the 2019 ODI World Cup.

The ICC T20 World Cup will kick start on Sunday, October 17. India will start its campaign on October 24, against Pakistan. The final will be played on November 14.



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