IPL ad rates likely to soar: Are advertisers ready to loosen their purse strings?

Ad rates for the upcoming IPL season are expected to be double, according to experts. Also, since the entry cost will be high, casual spot buy may have to go away

e4m by Sonam Saini
Published: Jul 5, 2022 8:14 AM  | 4 min read
IPL

Disney Star India recently won the TV rights for Indian Premier League (IPL) (2021-27 cycle) at Rs 23,575 crore. The broadcaster had paid Rs 16,347.5 crore in 2017 for a combined bid for TV and digital rights for the 2018-22 cycle, which means they paid approximately 36% more this year. 

So, if Disney Star has paid twice as much to secure the media rights, they must raise advertising rates in order to break even. Industry experts say ad rates for IPL are expected to double for the upcoming season. Notably, the ad rates for the previous season (IPL15) were around Rs 14.5 lakh per 10 seconds.

"A lot also depends on market conditions and, of course, what IPL delivers. While there is no doubt that the IPL provides the best in the country, the big question that marketers and advertisers will ask themselves is whether it is worth that price," said a senior media planner who did not wish to be named.

He explained that previously, the cost per match, including digital rights, was approximately Rs 54 crore. But this year, the price per match is Rs 57 crore only for TV, so there is a 20% premium, and on digital, prices have risen by 60-70 per cent. That's where a 90-100% hike is coming, he shared. 

Another media buying head of a leading media agency explained that the broadcaster has paid approximately 20% more for television rights, which means they have to hike rates by 20-25%. “The price gradually rises over the five years, with an average increase of 20%. That doesn't mean they have to raise the price by 20% every year.”

About viewership, he stated that the drop in viewership of IPL 15 will most likely have an impact on the upcoming season's ad deals.  “The broadcaster will need to come up with some innovative ideas to get more out of television." He is, however, confident that Disney Star India will succeed. "Don't forget that they had the IPL for five years and made it profitable. It will undoubtedly be difficult, but I am confident that they will break even."

"There is no choice but to raise ad rates now that the bidding price has skyrocketed," said the head of a media buying agency. "IPL is now equivalent to NFL in the US, which is the most expensive media buy that can happen, so it will also take that kind of stature," he added. As part of the launch and marketing strategy, advertisers will run campaigns around this type of event."

He went on to say that in the past, broadcasters would sell 60-65 percent of their inventory to lead sponsors and then sell the rest to casual advertisers (spot buy) at a huge premium. “Those people who thought they could do casual spot buy, will have to go away. The ROI will not justify itself in any case unless they are there for sure to build stature. Therefore, a lot of shifting will happen.”

He also mentioned that because the entry cost has increased, the broadcaster will have to rethink their sales strategy and will try to target the major advertisers. "The profit-making aspect from casual buyers will be undermined."

Disney Star India has secured TV rights for the Indian subcontinent, while Viacom18 has secured digital rights. Viacom18 has also secured media rights in Australia, South Africa, and the United Kingdom, while Times Internet has secured rights in the Middle East and the United States.

Other media experts believe that because the digital rights have been moved to a different party, the broadcaster may face difficulties. "Previously, they could package deals (combining TV and digital), but now that they don't have digital rights for IPL, they might face additional challenges." 

A lot will also depend on Viacom18's plans for its digital platform around IPL. However, it significantly reduces the broadcaster's leverage, he added.

The bidding war for IPL has clearly indicated that digital is going to be the future, though TV is here to stay and one can not ignore the fact TV earns more revenue than digital when it comes to IPL. Experts noted that the pay-TV universe is diminishing in the country as people are moving towards digital. “The subscription revenue is also under pressure due to TRAI’s NTO 2.0. Having said that, in the last five years Star has taken IPL to every part of the country in different languages and I am sure they will be able to break even.”



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BCCI rakes in Rs 4670 cr in Women's Premier League team auction: Jay Shah

WPL has broken the inaugural auction record of Men's IPL in 2008, tweeted Shah

By exchange4media Staff | Jan 25, 2023 3:12 PM   |   2 min read

IPL

As expected, Wednesday turned out to be another historic day in Indian women's cricket with BCCI having a windfall gain of Rs 4,600 crores by auctioning five team franchises for the first season, a higher sum compared to what men’s IPL franchises offered to the cricket body during the launch in 2008.  

 Adani, IndiaWin Sports, Royal Challengers, GSW- GMR cricket and Capri Global have won the bid,   BCCI secretary Jay Shah tweeted.

Shah shared in a series of tweets, “Today is a historic day in cricket as the bidding for teams of inaugural #WPL broke the records of the inaugural Men's IPL in 2008! Congratulations to the winners as we garnered Rs.4669.99 Cr in total bid.” 

“This marks the beginning of a revolution in women's cricket and paves the way for a transformative journey ahead not only for our women cricketers but for the entire sports fraternity. The #WPL would bring necessary reforms in women's cricket and would ensure an all-encompassing ecosystem that benefits each and every stakeholder.”

“The @BCCI has named the league - Women's Premier League (WPL). Let the journey begin…”

The country's top corporates had bid aggressively for the league. Over 16 groups including IPL franchise owners, Adani group, Torrent and Haldiram were believed to be in the fray. 

Given the popularity of IPL in India, the event is touted to be a big draw for all stakeholders involved. 

The BCCI was reportedly expecting ₹4,000 crore gain through team auction.

It’s noteworthy that Viacom18 has won the Women's IPL media rights for Rs 951 crore for the next five years creating euphoria around the league whose first season will be held in March. 

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Women’s IPL franchise bids to open today

BCCI set for Rs 4,000 crore gain after raking in Rs 951 crore from media rights sale

By exchange4media Staff | Jan 25, 2023 7:59 AM   |   1 min read

Women's IPL

Today (Wednesday) is another historic day for Indian women's cricket as the country's top corporates are set to bid aggressively for the five Women's IPL (WIPL) teams.

The auction will be held in Mumbai.

Over 16 groups, including IPL franchises owners - Adani Group, Torrent and Haldiram - are believed to be in the fray.

The top five bidders are likely to be awarded the team rights. BCCI is expecting Rs 4,000 crore gain through team auction, sources say.

It is to be noted that Viacom18 has won the Women's IPL media rights for Rs 951 crore for the next five years, creating euphoria around the league. The first season is to be held in March.

Given the popularity of IPL in India, this event is being seen as a big draw for all stakeholders.

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Women's IPL: Viacom18 bags media rights worth Rs 951 crore for 5 years

Each match has been valued at Rs 7.09 crore

By exchange4media Staff | Jan 16, 2023 12:52 PM   |   5 min read

ipl

Viacom18 has been awarded the Women's IPL media rights for Rs 951 crore for the next five years announced Jay Shah, the Secretary of Board of Control for Cricket in India, in a tweet today. Each match has been valued at Rs 7.09 crore. 

The rights comprise three categories - linear (TV), digital and combined (TV and digital) - and were sold globally, including India.

The announcement was made by Jay Shah, Secretary, the Board of Control for Cricket in India.

Congratulations @viacom18 for winning the Women’s @IPL media rights. Thank you for your faith in @BCCI and @BCCIWomen. Viacom has committed INR 951 crores which means per match value of INR 7.09 crores for next 5 years (2023-27). This is massive for Women’s Cricket

Shah further said, "After pay equity, today's bidding for media rights for Women's IPL marks another historic mandate. It's a big and decisive step for empowerment of women's cricket in India, which will ensure participation of women from all ages. A new dawn indeed!"

The rights comprise three categories - linear (TV), digital and combined (TV and digital) - and were sold globally, including India.

Shah said the bidding amount would have a per-match-value of Rs 7.09 crore (USD 866,000 approx.) over five years.

The men's IPL, in comparison, fetched a five-year deal of Rs 48,390.5 crore (USD 6.2 billion approx. at the time) in June last year with a per-match-value of INR 58 crore (USD 7.43 million approx.).

Women's media rights did not have a base price unlike the men's. Over 22 matches will be played in the tournament that is set to be launched in March this year.

Broadcast heavyweights snapped up five-year media rights for the men’s IPL for a steep ₹48,390. Disney Star acquired the rights to broadcast men’s IPL in the Indian subcontinent for Rs 23,575 Cr ($3.02 Bn) for 2023-27 and Viacom18 grabbed the digital rights for the league with a bid of INR 20,500 Cr ($2.57 Bn).

The men's rights were split across multiple categories and regions.

BCCI President Roger Binny said: “I would like to congratulate Viacom18 for bagging the media rights for Women’s IPL for the period of 5 years. Women’s cricket has been on the up since a few years and the recently concluded bilateral series against Australia is a great testament to how popular women’s cricket has become in India. It was only apt to get our own women’s T20 league and give the fans more of women’s cricket. I would also like to congratulate the BCCI leadership and its workforce for a successful media rights process and wish them the very best for the first edition of the Women’s IPL.”

BCCI Honorary Secretary Jay Shah said, “I am really thrilled that we have had such an encouraging response for a league that will revolutionise women’s cricket not just in India but across the globe. This is a commitment I had made to the Board and our women cricketers and today we have taken one big leap. The broadcasters play a key role in taking the game to a wider audience and their active interest in the league is a clear indication that the Women’s Indian Premier League is headed in the right direction. The per-match valuation of Rs 7.09 crore is something that has never previously been registered for a women’s game. I congratulate Viacom18 for securing both the TV and digital rights with a combined bid of Rs 951 crore and welcome them on Board. The journey has well and truly started and we will take another major step this month when the five franchises are announced.

Chairman, IPL Governing Council, Arun Singh Dhumal said: “It gives me immense pleasure to welcome Viacom18 as our official digital and television broadcaster for women’s IPL. Viacom18 has committed INR 951 crores, which is a per-match value of INR 7.09 crores for the next 5 years (2023-27).

The faith of all our bidders for this process also testifies that they see value in investing in this property which will only be growing with each passing year. Women’s cricket has shown immense growth in the past few years and our own T20 league, it only solidifies our approach towards women’s cricket and the potential it has for growth in India. I would once again like to congratulate Viacom18 and would also like to thank all our bidders for supporting and showing faith in our prospects.”

Rajeev Shukla, Vice-President, BCCI, said: "I'm truly glad to witness a new dawn in women's cricket today. The Women's IPL would elevate the stature of women's cricket across the globe and would groom talents at the grassroots level. Congratulations to Viacom18 for winning the media rights for Women’s IPL 2023-27. We hope to witness phenomenal enthusiasm and support from cricket audiences worldwide."

BCCI Treasurer Ashish Shelar said, “I congratulate and thank Viacom18 for their record bid and faith in the league. With a consolidated bid of INR 951 crore they have won both the TV as well as digital rights. These are record numbers for a women’s tournament and signal to a promising start to Women’s IPL. I am confident that the tournament will prove to be a game-changer and that the popularity of women’s cricket will soar further. A lot of work is being done behind the scenes and the first season of this unique tournament will truly be memorable.”

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Jio to stream IPL for free in 11 regional languages

The app is expected to sell inventory, not only on impressions but also as 10-second slots, the way it is sold on TV

By Naziya Alvi Rahman | Jan 10, 2023 8:21 AM   |   2 min read

IPL

In a move that is likely to be a game-changer for IPL this season, Sports18 is believed to have decided to air IPL free on the Jio app, taking its reach to over 500 million users. As part of its strategy to take TV head-on, the app is expected to sell its inventory, not only on impressions but also as 10-second slots, exactly like how it is sold on TV.

Sources in the industry claimed the pitch by Sports18 is concentrated around four points. Unlike Disney+ Hotstar, the matches will be available free on the Jio app and that too in 11 different languages, including Bhojpuri, Tamil and Bengali.

Coming to the pricing, Sports18 is believed to have marginally slashed its rates to attract diverse advertisers. “They are playing on reach and mass. They claim to reach 500+ million subscribers and no match is behind any paywall. They want to connect with newer advertisers who have always aspired to be associated with IPL but did not have the means. Also, the legacy brands will nevertheless continue their association,” said a senior media planner.

Echoing the views, another senior media expert said: “They may just start with a lower slab and later increase the rates depending upon the response they may get going forward. It’s always smart to play the mass game,” he added.

The digital player is also believed to be banking on the growth of connected TV. “Most people, particularly in the cities, have smart TVs and may prefer installing the Jio app over investing in a package. Hence, this will bring you IPL for free on your big screen as well," the expert noted.

Sports18, when contacted for comments, neither accepted nor denied the claims.

Early last year, Viacom18 (Sports18) bagged the IPL digital rights for the Indian subcontinent for a whopping sum of Rs 20,500 crore, which amounts to Rs 50 crore per match.

“They have a huge sum to recover and so they are looking at different possible ways to sell their game. Being the debutant in the domain they want to play safe yet aggressive,” said another senior industry player.

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Women's IPL: Media rights auction on Jan 16

Broadcasters like Disney+ Star, Sony-ZEE and Viacom18 are reportedly in the fray for the rights

By exchange4media Staff | Jan 9, 2023 12:10 PM   |   2 min read

women's ipl

The media rights auction for the highly anticipated Women's IPL will be held on January 16, as opposed to January 12 as reported before.

The auction will see participation from big broadcasters such as Disney+ Star, Sony-ZEE and Viacom18who will reportedly submit their bids on the said date. The bidding will reportedly be a closed process with the best bidder bagging the rights.

"Any interested party wishing to submit a bid is required to purchase the ITT. However, only those satisfying the eligibility criteria set out in the ITT and subject to the other terms and conditions set out therein, shall be eligible to bid. It is clarified that merely purchasing this ITT does not entitle any person to bid. The BCCI reserves the right to cancel or amend the bidding process at any stage in any manner at its discretion," BCCI stated.

The country has been waiting with bated breath for the inaugural edition of the tournament to be held in March 2023. Given the popularity of women's cricket in India, the event is touted to be a big draw for all stakeholders involved, especially for broadcasters.'

e4m previously reported that the cricket board is expecting to earn Rs 8-10 crore per match and around Rs 160-200 crore from the 20 matches in the tournament, from media rights, sources closed to the development told e4m. BCCI is set to earn about Rs 107 crore per match in the men’s IPL from 2023 onwards. 

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Brand Mumbai Indians valued at $83 million: Report

According to Brand Finance, Mumbai Indians has nearly doubled its brand value over the years with a 99% growth since 2009

By exchange4media Staff | Dec 28, 2022 1:09 PM   |   1 min read

MI

Mumbai Indians has been valued at $83 million by global brand valuation agency – Brand Finance. According to the report, Mumbai Indians has registered a 4% spike as compared to 2021. 

The five-time IPL Champion has a mix of marquee and global brands on board, including DHL, TeamViewer, Cadbury Dairy Milk along with Slice. According to Brand Finance, Mumbai Indians has nearly doubled its brand value over the years with a 99% growth since 2009. This reflects the trust and strong brand partner portfolio of the franchise with brands having a high pedigree, which is not restricted to geographies. Its associations have also evolved with like-minded partners with whom Mumbai Indians has stitched long-term partnerships, unlocking maximum value for both brands.

Currently, Mumbai Indians has over 32 million fans across its social media platforms.

Notably, Mumbai Indians also emerged as the only brand to have registered a growth in 2020, unfazed by market slowdown and apprehensions amongst sponsors globally regarding investment in sports due to the pandemic.

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IPL Auction Live: Broadcaster, streaming partner set to make big money

While Star Sports is reportedly seeking Rs 35-40 lakh for a co-presenting sponsor slot, JioCinema is said to have priced its inventory at Rs 20 lakh

By Sonam Saini & Kanchan Srivastava | Dec 22, 2022 8:28 AM   |   2 min read

IPL

The Indian Premier League has grown into a decacorn within 13 years of its launch with sponsors and advertisers playing a big role in this journey.

Such is the craze for this sports property that even the live telecast of the players’ auction, slated to be held in Kochi this Friday, is set to make huge money for the broadcasters. IPL’s official broadcaster, Star Sports, and digital streaming partner, JioCinema, are selling ad inventory at premium rates. They have even onboarded a few sponsors for the live telecast. The list of sponsors even has an international bank, sources privy to the development have told e4m.

“Star Sports is seeking Rs 35-40 lakh for co-presenting sponsor of the live telecast. While associate sponsorship is priced at Rs 19-20 lakh, a spot buy is costing around Rs 11-16 lakh,” sources claimed.

Officials further said, “The broadcaster is also offering different packages for the auction day, ranging between Rs 12-18 lakh.”

JioCinema is reportedly seeking Rs 20 lakh for sponsorship packages, another source informed.

Queries sent to Star Sports remained unanswered till the time of filing this story. 

IPL media partners had been reigning in as sponsors in the past auctions as well, but their rates were not in this range, experts said.

In a historic auction held early this year, Disney Star acquired the rights to broadcast men’s IPL in the Indian subcontinent for Rs 23,575 crore ($3.02 Bn) for 2023-27, and Viacom18 grabbed the digital rights for the league with a bid of Rs 20,500 Cr ($2.57 Bn).

With $12 million per match, IPL is only behind the NFL as the world's 2nd most lucrative sports league.

Action at Auction

The IPL 2023 auction shortlist has 405 cricketers, including 273 from India. A maximum of 87 slots are up for grabs, with 30 to be filled by overseas players, BCCI has said.

Rs 2 crore has been set as the highest reserve price. While 19 overseas players have chosen to be slotted in the highest bracket, 11 players are with a base price of Rs 1.5 crore. Manish Pandey and Mayank Agarwal are the two Indian players on the list of 20 cricketers with a base price of Rs 1 crore.

The auction is set to start at 14:30 IST. Fans can watch the live streaming on JioCinema and the live telecast on Star Sports.

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