MAX promises IPL3 to be biggest ever; eyes Rs 650 cr ad revenues in Season 3

The second phase of the IPL3 campaign is ready for launch on February 11, 2010. While there was no official confirmation on the revenue targets for Season 3, as per industry estimates MAX is eyeing over Rs 650 crore in ad revenues from this season. exchange4media finds out more on the IPL initiatives from Sneha Rajani, EVP and Business Head, MAX.

e4m by Robin Thomas
Published: Feb 5, 2010 7:14 AM  | 3 min read
MAX promises IPL3 to be biggest ever; eyes Rs 650 cr ad revenues in Season 3

After launching the first phase of its campaign in January 2010, DLF Indian Premier League (IPL) is all set to launch the second phase of its campaign for Season 3 on February 11, 2010, which is slated to be even bigger than the first two seasons. While Phase I was a series of short films represented by the captains of the eight IPL teams, Phase II campaign will be a pan-India one across all media platforms and all possible touch points.

The second phase of the campaign will continue to revolve around the home coming theme. This campaign not only promises to be bigger than the first two IPL seasons, but also promises to be the most memorable films to be aired on Indian television. As reported earlier, this year MAX has hiked its marketing budget for IPL by 20 per cent as compared to last year. MAX has reportedly already sold 85 per cent of its inventories for IPL3 and according to industry estimates, MAX is eyeing more than Rs 650 crore in advertising revenues from IPL3.

While the creative agency of MSM is JWT, OMD India is the media agency. It may be recalled that MSM has bagged the IPL broadcast rights for 10 years.

In conversation with exchange4media, Sneha Rajani, EVP and Business Head, MAX, threw more light on the channel’s marketing initiatives for Season 3, expectations in terms of viewership and much more.

On the response to Phase I of the campaign, Rajani said, “Phase I of the IPL3 campaign has been extremely successful and well received. People have loved the simplicity of the campaign and even the message sent across. I am extremely happy and overall the response has been fantastic. Phase II, on the other hand, will be launched on February 11, 2010 and will most certainly be bigger than the last two years. In fact, I think this will be the memorable and most remembered films that will hit Indian television.”

Speaking on her expectations in terms of the ratings this year as compared to a marginal drop in last season, she explained, “Last year, there was a marginal drop in the ratings and the very reason for the marginal drop was because there were more afternoon games. But the fact is that despite the tournament was shifted out of India and despite so many weekday afternoon games as well as rain affected games, eventually the ratings dropped only marginally. This year, however, there are no such fears or concerns. In fact, I believe we are going to surpass the ratings of even IPL Season 1.”

Also read:

MAX closes 85% inventory for IPL3; frenzy builds up over homecoming

MAX to up marketing budget for IPL-3 by 20 pc for 2010; launches first phase of campaign

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