Mega ad deals, endorsements and sponsorships: The gossip that's going around

MUMBAI: With the World Cup mania rising, the scramble for the advertising buck by sales people across channels is going to intensify. The folks who decide which of the channels get how much of the ad cake, media planners and buyers, are also going to increasingly become the centre of attention. 

The stakes are high: around Rs 3 billion is likely to be splurged on the World Cup. Some advertisers and media buyers and  planners are planning to wait until the last minute and pick up commercial time cheap when the channels start panicking and drop prices to get rid of their inventory. Others are buying in early in order to get the best positions and fits for their brands. While a third lot are simply taking a position to stay off the World Cup and the clutter that may actually crop up. is doing its bit to give media planners and buyers and brand custodians a peek at what deals are being struck and becoming unstuck in the run up to the World Cup. Our gossip monger Inside Dope will be on the field speaking to all the constituents in the business to give you snippets and juicy titbits of the goings-on behind the scenes around the World Cup. Remember Inside Dope's gossip is what it is - gossip with a capital G. 

You can use it as an indicator of what is going on - do your own investigations too. will not be held responsible for any decisions you take, based on the items we feature here.

Inside Dope also invites readers to send in their titbits to

His Lordship Inside Dope guarantees you that your identity will be kept secret. Cross our hearts and hope to die!! So let the gossip flow! 

First Take

* Almost Rs 1 billion has been spent by Indian companies in endorsements on cricketers (both Indian and foreign), trice that of the last World Cup.

* The actual buys during the World Cup match telecasts on MAX and DD are expected to be between Rs 2.5-3 billion, said a senior media buyer who was feeling very conservative when Inside Dope caught up with him.

* One group in the media industry believes that MAX is working towards a target of Rs 3.5 billion. Savvy media planners feel that MAX should realistically look at around Rs 2-2.25 billion of gross airtime sales. 

* A third bunch in the media pack suggests that if each match has around 4500 seconds as FCT; at a break even cost of US$6500 per 30 seconds, MAX stands to gross around Rs 2.6 billion. 

* So far, around Rs 1 billion worth of airtime / sponsorships have been sold by MAX. And it has sold almost 40 per cent of its inventory. Unless it panics, it can get to a figure of around Rs 2.5-3 billion.

* It is believed that Nimbus has already tied up 70 percent of its targets during the pre-sales mapping. It expected to tie-up the remaining within a week of its gala function where the original World Cup trophy was showcased.

* Nimbus has boasted that it will garner Rs 2.1 billion or roughly 60 percent of its estimate of Rs 3.5 billion ad spend around the World Cup. 

* Pro-Nimbus-DD simpleton media planners feel that MAX will garner only Rs 1.7 billion of the total World Cup ad spend. The calculation is based on the fact that MAX had garnered Rs 0.46 billion during the Champions Trophy involving 15 matches. This works out to Rs 37 million per match. For 54 matches at Rs 37 million per match, MAX's revenues should land in the region of Rs 1.7 billion. 

That's all from Inside Dope on World Cup Media Gossip for now. Don't forget to log in everyday to get updated. Remember Inside Dope da Jawab Nahin! 

Latest Reads
Comedy Central sets pace for ultimate celebration with over 100 hours of non-stop FRIENDS ultra marathon for its 6th birthday

Birthdays and New Years are great occasions to make resolutions for participating in marathons. However, this is one marathon which calls for hanging up your running shoes and grabbing the best spot in front of the telly with a bowl of munchies to keep you going because, for the first time ever in...

Television TV Channels English Entertainment
U Sports launches India's first ever Multi-Platform Multi-Game E-Sports Championship - U Cypher with MTV

The Indian E-Sports scenario is all set for a major revamp as U Sports, one of India’s biggest sports business companies in association with India’s No. 1 Youth Brand, MTV, announces the premiere of their all new month-long championship, U Cypher with MTV. Premiering today, on 19th January, the...

Television TV Channels Sports
TV ownership increased by 14% in 2017: IRS

After a gap of four years, the Indian Readership Survey (IRS), which documents the growth of the media industry, has been released for 2017. The survey methodology was criticised in 2014 and, therefore, was halted for an upgrade. This time, the sample size has been increased by 34 per cent to 3.2...

Television TV Channels Viewership
CNN-News18 launches 'If I Were FM Challenge'

As part of its Budget programming, CNN-News18 is launching the ‘If I were FM Challenge’. The campaign will encourage viewers to contribute their suggestions for the Union Budget. The channel will run an extensive on-air campaign to promote the same.

Television TV Channels News Broadcasting
BBC World News to Broadcast 'China's Chat Girls'

Lele Tao is an internet superstar in China’s $3 billion dollar ‘live streaming’ industry. With more than a million fans she can earn thousands of dollars a day singing, dancing, flirting, or often just chatting into her webcam. Fans buy her virtual gifts which she redeems for cash. In return she...

Television TV Channels News Broadcasting
PKL season 6 and 7 dates announced

The second most watched domestic league in India, Vivo Pro Kabaddi League owned by Mashal Sports and Star India announced the dates of sixth and seventh season.

Television TV Channels Sports
Star Bharat leads Hindi GEC (U+R) in week 2 of BARC ratings

MUMBAI: Star Bharat emerged as the leader in the Hindi GEC (U+R) genre dethroning Zee Anmol according to Broadcast Audience Research Council (BARC) all India data for week 2 of 2018.

Television TV Channels Viewership
BARC week 2: Aaj Tak leads Hindi News in all three markets

MUMBAI: Republic TV continues its leading streak in the second week of the year as well in BARC All India ratings. News Nation stays in the top five chart in week 2 of 2018 in Hindi News Rural market. Aaj Tak tops the chart again in Hindi News Urban market.

Television TV Channels Viewership
Dsport acquires India rights of tri-nation tournament in SL

Discovery’s sports channel Dsport has acquired the exclusive India broadcast rights of Nidahas Trophy 2018, a tri-nation international T20 tournament involving India, Sri Lanka and Bangladesh. The transaction was facilitated by Lagardère Sports, the global marketing consultant of Sri Lanka Cricket...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories