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Brands cough up Rs 6-8 crore for airtime during T20 World Cup

22-March-2016
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Brands cough up Rs 6-8 crore for airtime during T20 World Cup

The ICC World Twenty20 tournament is one of the hottest properties on the television right now. As with all the major cricket events, this tournament too has generated a great deal of interest from advertisers. For the tournament, broadcaster Star Sports has roped in Nissan, Airtel, Oppo Mobile and Flipkart as co-sponsors and Raymonds, Cricbuzz, Vimal Pan Masala, Llyod Air Conditioners, MRF Tyres, Dairy Milk, Kurkure and Revital H have been brought on as associate sponsors.

According to media reports, each co-sponsor has coughed up around Rs 25 crore for 180 seconds of ad time per match while associate sponsors have paid around Rs 15-20 crore for 120-130 seconds of ad time per match.

Multiple sources reveal that most other advertisers have had to shell out around Rs 6-8 crore for advertising during the ongoing ICC T20 World Cup. This entitles them to a 10 second ad spot during each match. The ad packages are tailored to suit each advertiser’s demand (number of matches, selection of matches, etc.), which effects the final cost of the deal. Star Sports had not replied to an email asking for details at the time of publishing of this article.

Due to this lesser duration of the matches and paucity of inventory, the broadcaster has less opportunities to sell ads for individual matches at higher rates, said a source. This is in contrast to the usual practice of keeping aside some per cent of inventory as backup in case of last minute buyers. For example, during the last ODI match between India and Pakistan, such remnant inventory was being sold at Rs 35 lakh per 10 seconds, claimed the source, who did not wish to be named.

Saturday’s big clash between India and Pakistan witnessed a massive line up of sponsors which included names like Oppo Mobiles, Airtel, Flipkart, Cricbuzz, MRF Tyres, Raymonds, Pepsi, Revital H, Cadbury’s, Apple iPhone, Amazon, Vimal Pan Masala, Seagram’s Royal Stag, Hotstar, Nissan, Emirates, Nike, Ambuja Cements, Delhi Daredevils, Nerolac Paints, MoneyGram, Llyod Air Conditioners, Kurkure, Google App, Karbonn Mobiles, LIC, Hyundai, Gaana.com, Vodafone 4G, Panasonic Mobiles, Heron Fin Corp, Paytm, Luminous Fans, Kent Water Purifiers, Flite Footwear, Tata T1 Truck Racing, 7Up Nimbooz, Imperial Blue, Datsun and Hindware.

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