"Despite initial hiccups, ad rates increased by up to 15% this IPL"

As per market estimates, Sony Six & Set Max, the official broadcaster of the tournament, have collectively earned close to Rs 800 cr. The online broadcaster has also got positive response from advertisers

e4m by Abhinav Trivedi
Updated: Jun 3, 2014 9:34 AM
"Despite initial hiccups, ad rates increased by up to 15% this IPL"

With the seventh edition of the Indian Premier League (IPL) concluding and Kolkata Knight Riders emerging as the champions, there has been a general relief in the industry as cricket took precedence this season instead of the controversies of the previous years.

As per market estimates, Sony Six and Set Max, the official broadcaster of the tournament, have collectively earned close to Rs 800 crore, which is estimated to be less than last year.

This year was tough for the tournament as 33 per cent of the tournament was shifted to the Middle East and media spends of major brands were fragmented between IPL and the Lok Sabha Elections. The broadcaster had signed on Vodafone as the title sponsor for almost Rs 55 crore and Karbonn Mobile as presenting sponsor for Rs 45 crore.

The broadcaster also had Amazon, Havells, TVS Motors, Perfetti Van Melle, Marico and Cadbury as associate sponsors. Each brand in this category had spent between Rs 25 crore and Rs 35 crore. Big Bazaar, too, joined the bandwagon when the tournament came back to India and spent Rs 20 crore.

Another category of brands was the one who did not tie up with the broadcaster as any kind of sponsor but bought ad spots throughout the tournament. Some of them were Idea, Airtel, Flipkart, Hero Motors, etc. The brands in this category were offered packaged deals and therefore the official negotiated deal varied from brand to brand. However it is expected that the broadcaster made between Rs 170 crore and Rs 200 crore from various package deals. As per market sources, the ad spot inventory rates for the final match and last two qualifiers was closed between Rs 14 lakh and Rs 16 lakh. However, when asked, Rohit Gupta, President, MSM said that the final spot buy rates were between Rs 18 lakh and Rs 20 lakh.

“Despite the initial hiccups, the tournament did well and we were able to increase ad rates by up to 15 per cent. IPL is now a mature property and I expect it to grow with time. People talk about it every year and its reach has consistently increased. The final day spot buy rates were between Rs 18 lakh and Rs 20 lakh,” he shared.

Online Broadcasting
Starsports.com had sources online rights of broadcasting IPL from Times Internet. The online broadcaster had got HUL as the title sponsor for Rs 5 crore. In addition to this, they also got Toyota, ITC, Amazon, Bridgestone, and Reckitt Benckiser as associate sponsors. Each brand in this category invested almost Rs 2 crore.

The spot buy inventory rates were between Rs 45,000 and Rs 75,000 in the league matches. In the qualifiers and the final match, the rates were increased by 25 per cent as per market sources. The range, therefore, could be between Rs 55,000 and Rs 90,000.

The reach of the TV broadcaster is far more than the online broadcaster. Apart from this there is no exact number which can interpret or tell as to how many users who were watching IPL online were mobile and how many were non-mobile. Clarity in the above case will also be a deduction to access and availability of TV.

However, the kind of response the online broadcaster has got from the advertisers in the first attempt may also signify the dawn of a new trend. In the first edition of online IPL, as per market sources it is believed that starsports.com has managed to collect almost Rs 18 crore.

Ajit Mohan, Digital Head, STAR India said, “We wanted to create an easy experience for sport lovers to watch the tournament. The viewership numbers which have come up only validate our proposition.” He, however, refused to comment on the revenue figures.

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