The media, marketing and advertising circle knows that IPL does not take political ads. This year, however, speculations were rife that Congress party might go for lead sponsorship during IPL. It was also speculated that advertising from both the leading political parties would be aired till May 10. However, this turns out to be false, as broadcaster Set Max has not been allowed by the BCCI to take in political ads.
“We are not taking any political ads in IPL. We approached the BCCI, but they denied us permission to take any political ads,” said Rohit Gupta, President, MSM. Had a political party come on board with IPL, it would have also resulted in tweaking and change in the sponsorship guidelines. The association would also invite a scanning from the Election Commission as it is monitoring the media spends from all the political parties in a robust way.
Both the political parties have bought ad spots during the ICC T20 World cup. According to a source from STAR India that exchange4media had earlier spoken to, political parties have bought the ad spots for Rs 3.5 lakh to Rs 5 lakh per 10 seconds on Star Sports during the T20 World Cup. The BJP has got more ad spaces as the ads, which include animated ads, are small in timeframe but have occupied more volume. The Congress has been willing to get associated with the IPL since December last year as one of the lead sponsors. However, after BCCI’s disapproval, it does not seem that there will be political advertising on air.
As far as commercial advertisers are concerned, Pepsi, which is the title sponsor of the tournament, reportedly wants more visibility and mileage this year. Major sponsors had expressed concern over the fixing and betting allegations over the tournament. All the major franchises in IPL-7 have also increased their rates. As per sources, Delhi Daredevils are placing their title sponsorship at Rs 20 crore, while for Kings XI Punjab, the rate is Rs 18 crore.