TV ad rates shoot further up as Team India enters World Cup semi-finals

According to industry sources, advertisers are paying Rs 35 lakh for 10 seconds for last minute inventory

e4m by Tasmayee Laha Roy
Updated: Jul 4, 2019 8:27 AM
Cricket

The television advertisement rates for ICC Cricket World Cup hit an all-time high this year and crossed all past records, beating even the rates for IPL. And there is no signs of stopping. With India making it to the semi-finals, there is renewed interest in buying premium ad space inventory.

According to sources in the industry, Star has increased their fixed commercial time and is charging a premium for this limited inventory. It is being said that the asking price for this limited inventory for semi-finals and finals have gone up to Rs 40 lakh/10 seconds.

According to Anita Nayyar, CEO India & South East Asia at Havas Media Group, every important tournament where team India makes it to the semi-finals or finals, channels increase their ad inventory and this time it is no different.

“Advertisers loosen their purse strings generously as these matches, even though at premium ad rates, come with an almost guaranteed viewership, thereby making the proposition lucrative,” says Nayyar.

Another industry insider too believes that the semi-final ad space is impactful as it promises almost prime-time impact and impact always has a good relation with recall, which is what brands target.

“While for regular matches, advertisers have paid anywhere between Rs 10 lakh and Rs 20 lakh (depending on when they bought it and in what package), they are paying as high as Rs 35 lakh for 10 seconds for last-minute inventory, while the asking prices have gone up to Rs 40 lakh/10 seconds,” he informs. According to him, the fact that India is in its top form has shot up ad rates to an unprecedented high.

According to industry experts, a match generally has about 5000 seconds of inventory, which is increased for crucial encounters. It is said that for the India-Pakistan match, Star increased the inventory to about 7000 seconds. The semi-finals would follow suit with similar hiked inventory that would be sold at a premium.

“India is in its best form and Star has also upped its creative line-up for the series. They are also doing special creative for the semi-finals, which makes the whole idea of advertising lucrative. Brands that have missed the bus to buy ad packages for the entire series are looking at last-minute buying of these limited inventories,” says Sudhir Kumar, Director-Offline Media, at marketing agency DCMN India.

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