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Star India Signs 11 IPL Sponsors, including Coca-Cola and Vivo

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Star India Signs 11 IPL Sponsors, including Coca-Cola and Vivo

Compelled to sell at least Rs. 2000 crore of inventory in the first year after gaining the global media rights of IPL at the massive rate of 16437.5 crores for 5 years, and despite the sharp increase in advertising rates in the past year, Star India has still managed to sign 11 IPL sponsors. The list of brands which have joined the IPL include, Coca-Cola, Vivo, Kent, Parle, Polycab, Dream11 and Elica.

According to industry sources, as of Wednesday, about Rs. 500 crore of ad inventory had been sold. Media reports stated that Star India’s asking rates for combined ad sales (television and digital) were set at around Rs. 9-10 lakhs per second, as compared to IPL 10, where the average selling rate on TV was around Rs. 6 lakhs per second; and the the previous TV rights holder, Sony Pictures Network India acquired approximately Rs. 1300 crore.

Having had only the digital rights of IPL until last year, Star India had collected about Rs. 140 crore in ad sales from the league.

According to Sanjay Gupta, Managing Director of Star India, Star’s aim is to to extend the reach of IPL from last year’s 550 million people to 700 million people.
CVL Srinivas, CEO South Asia at GroupM noted "IPL has always lived up to its promise of being the most impactful media property and this year there is the added attraction of the return of two popular teams: Chennai Super Kings and Rajasthan Royals. We are seeing good traction with our clients. Star has developed a very strong marketing plan and has created a lot of innovative opportunities for advertisers across their broadcast and digital platforms".

According to media experts, advertisers’ interest is natural since there is no other property which gives steady ratings over a six week period; and keeping in mind the steeply competitive categories, companies would surely want to be visible on such a platform.

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