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Star TV raked in Rs 250 cr from India-Australia cricket series

18-October-2017
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Star TV raked in Rs 250 cr from India-Australia cricket series

Despite the economic slowdown, Star TV has managed to earn more than Rs 250 crores in advertising revenue from the India-Australia T20 series. The network, however, had set its sights on raking in more than Rs 350 crores from the series, according to industry sources. A source mentioned that Star TV has already locked a deal worth Rs 235 crores with the potential to take home another Rs 15 crore through future deals.

There is mixed reaction coming from the network with most of them upbeat about the earnings given the slow quarter and GST implementation. Anita Nayyar, CEO India & South Asia at havas-media_751.html">Havas Media, said, “Given the good form of Indian cricket team, Rs 350 crore should have been possible. But given the market sentiment with GST implementation Rs 250 crore doesn’t look that bad. They have managed to get 70-80 per cent.”

While another source expressed that the network is disappointed for failing to meet the goals they had set.

The network hadn’t responded to our query at the time of filing this report. exchange4media.com had reported in September that Star TV had set ad rates at Rs. 11.75 lakh for 10 seconds for T20 matches and Rs 9.5 lakhs for ODI matches. When exchange4media spoke to media planners and buyers, the unanimous decision was that the numbers were too high. Now the final number that has emerged as Rs 7-8 lakhs, relatively high compared to normal ad rates.

Also when we recently spoke to a media planner, on the condition of anonymity, he pointed out that advertisers are not willing to pay the exorbitant amount as now there are more than enough options to get to cricket. “There are enough options today to target that kind of audience. At the end of the day, all brands, even if it’s HUL, are looking for ROI.” The planner also shared that the inventory isn’t sold out as Star TV couldn’t meet the target.

The same planner also mentioned that with India-Australia being one of the 
topmost series its ad rates are now much more expensive than what they used to pay earlier. “It was never so high. The reason we used to take these individual series is that they are in the league of the regular ODI series, which have standard rates. As it is, T20s are double and triple of what they should be.”

One of the media planners speculated the Champions Trophy to be the reason for Star Sports to quote the exorbitant number. He said, “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 have been Rs 4.25–4.50 lakh per 10 seconds for ODI and Rs 5.5–6.00 lakh per 10 seconds for T20.”

The India-Australia ODI series (5 matches) started on September 17. Currently, the T20 matches are underway with the last one taking place today on October 13.

Tags Star TV

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