As the countdown for IPL Season 6 begins, Multi-Screen Media has decided to up the ante by increasing ad rates for spot buys, after clocking in more than 80 per cent inventories.
As per the network, the response has been better than the previous season and hence the hike. “We are hiking the rates and we will be charging Rs 4.75 lakh per 10 seconds,” said Rohit Gupta, President, MSM. Till now, MSM has been charging Rs 4.25 lakh per 10 seconds. The sponsor rates for this season were at Rs 3.75 lakh to Rs 4 lakh per 10 seconds.
For IPL 6, Usha International and Panasonic have come on board, while old sponsors such as Godrej and Samsung have come back after taking a break in the last season. Even though people believe that IPL has reached its saturation point, Gupta sees positivity in this, “Because it has reached a saturation point, the ratings are now very stable. Hence, when brands put in so much money, the risk factor is virtually zero.”
Gupta further added, “The recent India-Pakistan tournament was a disaster for advertisers as everybody was expecting it to do ratings of 8-9. But, whoever put money on it, lost a big deal. But IPL has reached a level where it is growing at five per cent – eight per cent and even we know that ratings are not going to grow by 20 per cent. However, brands are aware what IPL is going to deliver.”
IPL 6 kick-starts from April 3, 2013 and will go on till May 26, 2013.