T20 World Cup: India in semi-finals, broadcaster charges Rs 1.8 lakh per second for advertisements
T20 World Cup: The T20 World Cup is expected to generate good revenue for the event broadcasters and streaming platforms as India has performed well. This time the tournament is proving better than expected.
Highlights
⏩ Most spectators were in the Indo-Pak match on 23 October.
⏩ If India reaches the final, then the rates of advertisements will increase further.
⏩ Official broadcaster Disney Star is expected to earn big.
New Delhi. This time the T20 World Cup is expected to generate good revenue for the event broadcasters and streaming platforms, as India has performed well. Advertisers are also happy with India reaching the semi-finals. In the last World Cup, the advertiser trend was very low, as India was eliminated in the first round.
Marketers say that the advertising prices for the semi-finals will be higher, as India has qualified after a long time. Nitin Menon, Co-Founder, of NV Capital, said, “TV ad rates are Rs 15-18 lakh per 10 seconds and ad rates on Disney+ Hotstar can go up to Rs 850 CPM (cost per mile/thousand impressions).
Suraj Karvi, media head of Blink Digital, said that advertisers were excited before qualifying for India’s semi-finals. He said, ‘Some of our clients have also invested in T20 World Cup. With India’s qualifying for the semi-finals, the large number of spectators has increased for the tournament among the advertisers. ”
The India-Pakistan match on 23 October recorded the highest number of 18 million viewers on the tournament’s streaming partner Disney+Hotstar. Karvi said, “The thrilling ending during India vs Pakistan match has aroused the sentiments of the audience. Due to this, the number of spectators in the semi-finals will be more, but not as much as it was in the match of India vs Pakistan.
More revenue from advertisements
An analyst said that if India and Pakistan reach the final, the viewership could be huge. Mitesh Kothari, Co-Founder, and CCO, of the digital advertising agency White River Media, said, “Fans in India are gearing up to cheer for the team in the semi-finals. This upbeat sentiment is expected to impact the brand’s performance and viewership.”
Disney Star, the official broadcaster of this T20 World Cup being held in Australia, is now estimated to earn more from advertisements. This estimate was very low at the start of the tournament.
An analyst said that this was not expected earlier due to the lack of advertisements in the (Fintech and Edtech) categories. Despite the cut in advertising spending, it has been a positive surprise with the better performance of smaller countries participating in T20Is. Bookings are already done for big matches, but this time more contracts have been raised due to the good performance of smaller teams. Second, India’s qualifying for the semi-finals has a huge positive impact. When India qualifies, the premiums go up further.
He said that India’s performance in the last few matches will increase the total potential revenue from advertising. Earlier this revenue was expected to be up to Rs 800-1,000 crore, but now it can reach Rs 1,050 crore. Earlier the tournament was considered monotonous, but now the expenditure on advertisements seems to be increasing.
