Nimbus claims that the consistency of timing (9:30 am every day)
will enable DD to build viewership during day parts, thereby avoiding
a clash of timings with DD's own prime time programming as well
as prime time programming on other channels.
The additional matches will also be covered under the 80:20 revenue
share basis with an additional revenue guarantee to DD provided
by Nimbus. With this, the minimum assured profit that DD will make
from the Cricket World Cup is in the region of Rs 200 million and
it will also stand to gain further from revenue share, according
Says Raju Udupa, associate V-P marketing at Nimbus: "Given the
phenomenal response from advertisers for the World Cup on DD and
the quick sell out of prime positions, we are happy that the additional
matches will help us to serve more advertisers as well as cater
to those whose budgets or target markets prevent them from advertising
on DD National during the World Cup."
The 'Flexi Buys', 'Cluster' buys, 'Package' buys and Broadcast
Sponsorships options for advertisers will extend to the DD Metro
matches as well.
Nimbus will also be providing 'Frequency Builder' match bonuses
to major advertisers, specially those who pinned their faith on
DD with early bookings on the live 'Big Gun' matches on DD National.
The additional 43 matches on DD Metro will add about 153 GRPs to
DD's expected GRP delivery of 320 on DD National, making it a total
of 473 GRPs, a historic new on Indian television for any single
event, Nimbus claims.
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