Star India offers customised packages to advertisers for IPL 2020

According to media planners, Star India is expected to earn between Rs 2800- 3000 crore from IPL 2020 on TV and digital combined

e4m by exchange4media Staff
Published: Feb 12, 2020 8:05 AM  | 3 min read
IPL 2020

The Indian Premier League (IPL) 2020 is not only a much-awaited cricketing event for fans but also one of the marquee properties for the advertising industry.

Despite the economic slowdown, IPL continues to remain the favourite sporting event of the advertising world.

According to media planners, Star India is likely to earn in the range Rs 2800- 3000 crore from IPL 2020 on TV and digital combined, whereas on digital Star is likely to earn close to Rs 600 crore revenues.

According to sources, Star India has signed over 10 sponsors so far for one and a half month-long cricket tournaments and are in the process of signing more brands as they get close to the launch date. The sponsors include Vivo, Coca-Cola India, Amazon, PhonePe, Dream11 and Maruti Suzuki, Khatabook and more. A source said, “There are no new sponsors onboard except a few. Most of the brands that have signed were already a part of IPL 2019.”

Going by sources, the broadcasters have quoted Rs 13-14 lakhs for 10-sec ad rates whereas the associate sponsorship cost ranges between Rs 60-70 crores.

A media planner at a top agency who doesn’t wish to be named said, “Around March-April, advertisers get a new budget, hence it becomes easy for them to shell out for the event. Also, in the last few months, we are seeing the economy showing positive signs. In the coming months, advertisers should do better than last year.”

Also, Star India is offering different packages to the advertisers and also introducing more languages to drive more revenues. He said, "Star keeps doing a lot of innovations around the IPL every year which also helps in creating more revenues, language is one part but they are also introducing different types of packages. For instance, there are separate packages for Mumbai and Chennai matches because viewership is higher when these teams play."

Media expert, Anita Nayyar said, “Even last year there was a slowdown, but IPL did well because the IPL platform is very different. It's been delivering year on year and basically any brand that wants to be top of mind, reach the masses, male audiences and now even the women viewership is growing, and also it is 60 matches so it takes care of almost two and a half months of advertising.”

She further added, “There is no better platform than IPL in terms of launching brands or even for existing brands which have a season during that time. The fact that IPL is a property that delivers is irrefutable. This is the reason why in spite of the economic slowdown, I think people just earmark their budgets for it because they know this event happens each year. There is that possibility in case of budget cuts brands may reduce the seconds per match, so the corners can be cut, but as a property, I feel it has its own ROI band charm which is why it is favoured by advertisers.”

On the Hotstar rates, a source said, “The rates on Hotstar are in the range of 100-120 CPM for a ten seconder. Also, pricing depends on the level of targeting chosen.”

“Hotstar now has a range of experience as a platform, they've built in a lot of engagement opportunities. So apart from only watching the IPL, you can do a lot of things on the platform, like 'Watch N Win' format etc. These are things which have helped people get on to the overall Hotstar bandwagon,” said K Srinivas Rao, National Director- Buying, MediaCom.

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