The India-Pakistan match in ICC World Cup 2015 is said to have generated the highest viewership across channels of 288 million viewers. It also scored high in terms of ad revenues. The match is expected to have generated a total of approximately Rs.100-110 crore in advertising revenues according to media planners. The match which saw the Indian team maintain its record of winning against Pakistan in World Cup, saw a total of 93 brands on board across the Star Network. Also there were other brands which were on board as sponsors on the Doordarshan feed.
Ad rates for the India-Pakistan match in particular were as high as Rs.25 lakh per 10-second spot for the standard feed (SD), while was estimated to be Rs.16-18 lakh per 10-second spot for the HD feed (India-Pak match ad rates estimated at Rs 25 lakh per spot: Is it viable for marketers?). Regional feed rates are around Rs.1.25 lakh per 10-second spot for the tournament. It could be higher for this match in particular.
Some media planners estimate the standard feed of Star Network to have brought more than half of the estimated revenue (Rs.45-50 crore), while the rest of the revenue is estimated to have come through the HD and regional feeds and also from the DD feed. Prior to the match some media reports had pegged this match to garner Rs.40 crore in ad revenues for Star India. In comparison, other matches during this World Cup are estimated to have brought in revenues of around Rs.15-16 crore per match.
We however did not receive any confirmation from Star Network.
A few days prior to the match it was reported that Star had 70 brands on board for the India-Pakistan match. According to media reports, 50 of these were sponsors for the tournament while 20 were spot buys. The broadcast sponsors for the World Cup on Star network included brands such as Sony, Airtel, Gaana.com, Hero MotoCorp, Karbonn, Crickbuzz.com, MRF Tyres, Amul, Policybazaar.com, iBall, Lloyd, Philips Pro-skin Trimmer, Volini Spray, Britannia 50-50, Vodafone, Sparx, DIU, CarTrade.com, Layers Shot, Livguard, Endura Mass, Set Wet, Hercules Roadeo, Polycab, FedEx, Maruti Suzuki, Nestle, Yepme.com, Paytm, Pidilite - Fevikwik, Marico and Raymonds. In addition to this an earlier article on exchange4media (Brands cash in on India-Pak World Cup rivalry) reported additional brands who had brought spots for the India-Pakistan match on the SD feeds which included, Gillette Razor, Idea, Nerolac, Saavn, &TV, Quikr, CEAT Tyres , Airtel, Honda, Tata Motors - T1 Prima Truck Racing, Lays, TATA Docomo, Panasonic Eluga smartphone, Hindware, Livpure water purifier, Lufthansa, Flite, Vivo X5 Max mobile and Sneakers. Media planners also say that they saw a fair share of advertisers on the regional feeds of Star.
Additionally, there were many advertisers that were seen advertising only on the Doordarshan feed. This included brands such as Astral Pipes, Horlicks, Servo, Dabur Shilajit Gold, 5 Star, All Out, Kent, Moov, Eno, DHFL, Neurobion Forte, Tata Bolt, Dr. Fixit, Monte Carlo, Dabur toothpaste, Parle Products, Vicco toothpaste, Iodex, Lux Cosi, Linc Big Shot Twin, Zandu Balm, Harpic, Fair & Handsome, Dairy Milk, Sensodine, Samsung, Nufeel, HP Racer 4 Oil among others. In addition there were brands such as Raymonds, Hero MotoCorp, Honda, CEAT, Idea cellular and Gillette also advertising on the national broadcast channel.
The World Cup is expected to be to one of the key drivers of ad spends on TV during 2015. According to the Pitch-Madison Advertising Outlook 2015 report, TV is estimated to receive ad revenues of around Rs.1,000 crore from the World Cup alone. While other industry estimates peg TV ad spends from the World Cup to rise even up to Rs.1,200-1,500 crore.
With the Indian team’s performance improving considerably after qualifying for the quarter final stage and with expectations high on them advancing to the next stage, marketers expectations have also increased considerably. (Indian team's performance to pump in more ad spends on World Cup?).