Star seeks big ad rate hike for Ind-Aus series

For the India-Australia series starting on September 17, Star TV is looking for Rs 9.5 lakh for 10 seconds for ODI matches and Rs 11.75 lakh for T20 matches

e4m by Madhuwanti Saha
Published: Sep 1, 2017 7:51 AM  | 2 min read

Star TV has hiked ad rates on the upcoming India-Australia ODI series which starts on September 17. According to industry sources, the network is seeking out Rs 9.5 lakh for 10 seconds for ODI matches and Rs 11.75 lakh for T20 matches with 7–10 per cent negotiation. 


The network declined to comment on the above figures when contacted.


Media planners, however, found the rates to be exorbitantly high for a regular series and expect them to come down.


On the condition of anonymity, one of them speculated the Champions Trophy to be the reason for Star Sports quoting such huge numbers. He says, “The Champions Trophy did really well for them in terms of TRP. However, during the tournament, there were two matches between India and Pakistan which turned out to be a bonus. A reasonable rate for India vs. Australia should be Rs 4.25–4.50 lakh per 10 seconds for ODI and Rs 5.5–6.00 lakh per 10 seconds for T20.” 


During ICC Champions Trophy India-Pakistan final (on Star Sports) on June 18, the ad spot rates skyrocketed by 10 times to Rs 1.2 crore for 30 seconds.


Another media planner points out that it can be the network’s strategy to command that price and follow it up with a claim of selling 80 per cent of their inventory to create a sense of urgency in the media planners and brands. “But the truth is in between.” He points out that Star Sports might be looking to cash in on India’s winning streak in the India-Sri Lanka series. 


Dinesh Vyas, Associate VP (Planning), OMD who also finds the rates extremely high for an ODI match says it all depends on negotiations, “Media planners will be willing to pay some amount of premium because Australia is a stronger team than Sri Lanka and the matches coincide with the festive season. These 90 days are important for most of the brands thanks to demonetisation. If the festive season is very important for some of the categories they may go ahead and buy it.”  


Ashish Bhasin, Chairman & CEO - South Asia, Dentsu Aegis Network says, “Cricket is always an expensive property but it gets you a lot of reach and a wide range of audience. It tends to be pretty impactful. The India-Australia series is bound to have a high interest. However, these rates sound quite high.”      

The India-Australia ODI series (5 matches) starts on September 17 at 1.30 pm while the T20 series (three matches) starts on October 7 at 7 pm.  


With inputs from Abhinn Shreshtha and Venkata Susmita Biswas

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