IPL 2020: More days, more languages, more revenue?

Sources claim Star is expected to run only one match on weekends as against two in the previous seasons, and hence will add up to eight extra days to the tournament time

e4m by exchange4media Staff
Updated: Feb 10, 2020 8:49 AM

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IPL 2020

With the 13th edition of the Indian Premier League (IPL) around the corner, advertisers have their eyes set on what new will be offered this year by Star India - the media rights holder for the cricketing extravaganza. While Star India so far has been tight-lipped about its plans for the tournament, sources say the broadcaster is expected to add up to eight more days this time by scheduling only one match on the weekends. The move is aimed at increasing the revenue for the weekend matches and also add to the earnings by adding some extra days.

“Two matches on the weekend eat into each other’s revenue share. Weekend matches are one of the hot-selling spots,” said a media planner on the condition of anonymity.

Another planner said Star was also looking at adding a new regional language channel feed this year to its existing kitty of several languages. However, not much has been revealed about it yet.

“It is Star’s hottest property and they do have big plans for this year too. They are expected to make the announcement in the coming days,” another planner added.

Going by sources, Star India has already signed up nine sponsors, including Vivo, Coca-Cola India, Amazon, PhonePe, Dream11 and Maruti Suzuki. The channel has managed to book Rs 800-900 crore worth of advertising space. According to media reports, Star India has set a target of Rs 3,000 crore in advertising sales from IPL this year, which would be an over 40 per cent increase from last year’s revenue.

Meanwhile, according to a survey by a brand valuation consultancy - the value of the cash-rich league stands at an all-time high of $5.7 billion. “The 2019 edition of the tournament ran up to 330 billion minutes of broadcasting time where it saw as many as 300 million viewers log into the streaming services during the period of 44 days, and the tournament continues to exceed the expectations of players, franchises, and everyone involved,” says the report.

However, the report added that IPL still has some catching to do when it comes to competing with global leagues like the English Premier League or the La Liga. While the combined value of the top-five IPL teams is $321 million, it pales in comparison to the corresponding figures of EPL - $6.5 billion - or the Spanish La Liga - $4.2 billion.

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