IPL sells 100% inventory; adds 3 new sponsors

Multi Screen Media has sold 100% of IPL's on-air inventory, barring the last four days of the tournament. MagicBricks.com, Raymond and Parle Products join the list of associate sponsors

e4m by Collin Furtado
Updated: Apr 2, 2015 8:04 AM
IPL sells 100% inventory; adds 3 new sponsors

Multi Screen Media (MSM) has sold 100% of the on-air inventory out for the Indian Premier League (IPL) season 8 with still a couple of days more to go before the tournament begins. It also has three more sponsors to the list of sponsors for this season. Magicbricks.com, Raymond and Parle Products join the list of associate sponsors on board.

The brands that had signed on for the IPL8  include Amazon and Vodafone as the presenting sponsors and associate sponsors include Hero MotoCorp, Vimal Pan Masala, Intex Mobiles, Cardekho.com, Pepsi and Paytm. During the last edition there eight brands on board as sponsors.  (Brands acquire 65-70% of IPL ad inventory)

Rohit Gupta, President, MSM said, “This has been one of the best IPL’s where we have had 100% sell-out before the start of the tournament, with still a week to go. Usually we close our sponsors well in advance but this year has been exceptional to begin with because all the large brands are in. IPL now has reached a stage where it has matured and has been growing and since it is the biggest property on Indian television, brands want to be associated with the biggest property.”

When asked regarding their plans earlier to keep 15% inventory for spot buys later he said, “We couldn’t because a lot of brands have been with IPL for a long time who also wanted to come in.”

Speaking on the reason for associating with IPL, Mayank Shah, Dy. Marketing Manager, Parle Products said, “We are expecting it to do well honestly speaking. So given the interest in cricket and India’s performance in the World Cup I think there is a good buzz around the game, so I think it would do really good and that is the reason why we have got associated with IPL.”

In addition to this, Gupta also says that they have sold out all of the ‘Extra Innings’ ad inventory and have got nine sponsors on board, the three new brands on board are Score, V-Guard and Aditya Infotech Limited in addition to Cardekho.com, Denver Deodrants, Amul, TVS, Britannia and Emami. The live properties such as the 4’s and 6’s have their inventory sold out to brands such as Lux Hosiery, Eveready, ACC, Paytm, Intex Mobiles, Yes bank and Kotak.

However, Gupta said they have only kept inventory for the last four games of the tournament. “We have kept the inventory for the finals. So we extend the price during these four games. Every year we sell at about Rs.15 lakh (per 10 seconds) for the last four games, so let’s see what price it goes to this year.”

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