Test cricket ad rate growth stagnates as brand interest wanes

Ad rates for test series cricket matches are estimated at Rs.50,000 - 60,000 per 10 second spot and growth over the years has not picked up. Has the popularity of 20-20 and ODIs rendered test series format unappetising for brands?

e4m by exchange4media Staff
Published: Aug 27, 2015 8:13 AM  | 4 min read
Test cricket ad rate growth stagnates as brand interest wanes

Two out of the three test series of India versus Sri Lanka completed recently, with Sri Lanka winning the first and India winning the second. All eyes are now on the last of the tri test series which starts on August 28, 2015 and ends on September 1.

The broadcaster Multi Screen Media (MSM) which acquired the rights to the series for an estimated $3.2 million (around Rs.20 crore) according to media reports, has managed to get on board brands such as Cricbuzz.com as the presenting sponsor, Idea Cellular as the co-powered by sponsor. The other brands include Apple, Royal Stag, Cycle Pure Agarbatties, Byju’s Tutorials and Kent RO as associate sponsors. Rohit Gupta, President, MSM had stated that ad rates for the test series were as much as Rs.75,000 per 10 second spot. However, according to media planners ad rates for the test series varied between Rs.50,000 to Rs.75,000.     

No growth in ad rates of test matches

With shorter formats of cricket becoming popular, the test series have not seen much growth in terms of ad rates. According to a media planner ad rates for test series cricket matches are around Rs.50,000 - 60,000 per 10 second spot.

However, the ad rates for test matches have not seen much of an incremental growth in the last ten years. For instance, in 2006 the India versus South Africa tri test series in Johannesberg for the second series had seen ad rates in the same range of Rs.50,000 – Rs.75,000 per 10 second spot according to a media report. Ad rates for test cricket matches did see a growth in 2011 as ad rates for the India-West Indies test matches were sold at Rs.1-1.5 lakh for a 10 second spot. The reason for this was it being a World Cup year and that too a World Cup played and won in India, ad rates had grown for all cricket properties. However, in 2013 ad rates for test matches declined in the range of Rs.30,000 to Rs.50,000 for a 10 second spot. The only test series that demanded ad rates of Rs.60,000 to Rs.1 lakh per 10 seconds was test series between India and West Indies that year due to it being the retirement of Sachin Tendulkar from test matches.   

The test series format of cricket has seen ad rates not grow much due reasons such as lower viewership and brand attraction in comparison to the newer fast-paced T20 format of the game, say media planners. “Brand attraction for cricket test series is mainly seen for key matches such as the Ashes test series between England and Australia, and India – Australia test series. But other test series with other countries do not attract many brands and hence ad rates are pretty low,” said another media planner.

Ad rates rise for other cricket properties

Series such as the IPL and other ODI formats of the game garner more viewership and brands, resulting in increased demand and higher ad rates. Ad rates during recent IPL season 8 had grown as much 10-15% to Rs.5 – 5.75 per 10 second spot from Rs.4.5 – 5 lakh per 10 seconds in IPL 7. Whereas ad rates for the World Cup 2015 had grown by as much as 50% to Rs.5 lakh per 10 second spot from Rs.3 – 3.5 lakh per 10 second spot in the previous World Cup. While ad rates are not as much as these two major tournaments, other one day series (ODIs) to fetch ad rates which are a little lower in comparison to the Rs.5 lakh per 10 second spot of World Cup and IPL rates.

Despite the high ad rates properties such as IPL 8 attracted a total of 11 brands. This included Amazon, Vodafone as presenting sponsors, apart from this associate sponsors included Hero MotoCorp, Vimal Pan Masala, Intex Mobiles, Cardekho.com, Pepsi, Paytm, Raymond, Parle Products and Magicbricks.com. It further had more brands for all other on-air properties. The World Cup had 50 brand associations such as Nestle, Marico, Yepme.com, Paytm, Raymond, Pidilite, Lloyd, iBall, Policybazaar.com, Philips, Volini Spray, Britannia, Vodafone, Sparx, Amul, MRF Tyres, DIU, CarTrade.com, Maruti Suzuki and many more. 

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