Sports broadcaster ESPN Star Sports is playing hard ball with advertisers
for the blockbuster India-Pakistan series comprising 3 ODIs and
sportscaster has set high ad rates for the high-profile series hoping
to suck in as much ad revenue as it can. The series kicks off on
to industry sources, the broadcaster is asking for Rs 800,000 per
10 second spot for the ODIs while the T20s have been priced at mind-boggling
Rs 900,000-1 million.
comparison, the going rate for an India-England series is about
Rs 275,000-300,000 per spot for ODIs and Rs 450,000 for the T20s,
according to media buyers.
ODI match typically has 5,000-5,500 seconds of FCT, out of which
each sponsor gets about 240-360 seconds. In contrast, a T20 match
has 2,000-2,200 seconds wherein a sponsor gets 120-180 seconds.
is eyeing eight sponsors including two co-presenting and six associate
sponsors. It has set an ambitious target of Rs 1.6 billion ad revenue
from the series.
Software India MD Aloke Malik said it has already got one sponsor
on board for the series which will be held from 25 December to 6
are looking at two co-presenting and six associate sponsors. We
have just gone to the market with it and have got one sponsor,"
Malik told Indiantelevision.com without revealing the name of the
steep rates have clearly not gone down well with the advertisers
who are questioning the basis on which the rates have been hiked
coming as it is in the wake of a subdued ad market.
UM COO Anamika Mehta said, "The ad rates for the series are
inflated because of the hype around the series. The entry price
is too steep and it's not really easy to spend that kind of money
even on an India-Pakistan series. In any case, we had a packed cricket
calendar this year."
acknowledging that an India-Pakistan series will deliver high ratings
compared to any other series, Mehta said the price point is too
steep to take the bait. Lodestar's client Tata DoCoMo had signed
a deal with ESS for the entire cricket season.
an India-Pakistan encounter delivers high viewership, beyond a point
the ratings won't increase. At that price point we can as well buy
other cricket properties," Mehta reasoned.
media buying executive from Mindshare questioned the justification
behind the ad rate hike while conceding that an India-Pakistan series
is a lucrative property to buy for any advertiser.
India-Pakistan series is a premium property but it cannot be just
doubled. There has to be some justification for this kind of an
ad rate. A couple of our clients are interested in the series but
this is not the price that we are willing to pay, the official
said requesting anonymity.
executive said that ESS can expect a premium of 25 to 50 per cent
maximum on the prevailing prices. But anything above that is obnoxious,
buying executive of another agency wondered which advertiser would
spend the kind of money that ESS is asking for. The ad market
is not buoyant as big spenders of cricket like telecom are not spending
much. The insurance sector is dead, colas also spend mostly during
summer and MNCs have already closed their yearly budgets. So the
question is who has the appetite to spend this kind of money,
the executive questioned.
negative mood notwithstanding, the sports broadcaster remains optimistic
about the prospects of the series which is happening after almost
half a decade. The two countries last played a series in 2007.
ESS official asserted that the company was in the process of finalising
deals and by next week it would be able stitch together a few of
media buyers can say whatever they want to, but we are confident
of achieving our targets. We are in negotiations with advertisers
and will hopefully finalise few deals by next week, the official
official said that apart from big spenders they would also have
about 20-30 per cent of first time advertisers who are willing to
pump in money for the big bang series.