Multi Screen Media (MSM) has already roped in three sponsors for
the sixth edition of the Indian Premier League (IPL). It has been
learnt that Vodafone and Pepsi have come on board as co-presenting
sponsors, while Tata DoCoMo is going to be an associate sponsor.
not talking about specific deals, MSM president revenue, licensing
and telephony Rohit Gupta said that the broadcaster is looking at
selling out its entire ad inventory for the IPL this year, unlike
the previous edition where it held on to ad rates to let go a small
portion of its commercial airtime. We have rationalised our
rates by 10 per cent. While last year we had sold out 85 per cent,
this time we want to sell out everything. Our revenue will not be
is looking at two co-presenting and seven to eight associate sponsors.
"Sponsors will take up around 60 per cent of the ad inventory.
For 'Extraaa Innings' we will have seven sponsors, Gupta added.
Exchange CEO Mona Jain believes the IPL ratings have stabilised.
"They are not zooming but neither are they falling dramatically.
The rationalisation of rates makes the IPL more affordable. I dont
think that the recent poor performance of the national Indian team
will have a negative effect on the IPL's viewership. The IPL is
a different ballgame where you have city based loyalties,
terms of companies likely to come on board, Jain points out to consumer
electronics companies and telecom. Auto is also expected to come
on board, though that sector has been facing a tough time. They
may come in at lower outlays, but I still expect them to participate.
The economic slowdown could have an effect in terms of the outlays
that different companies are willing to commit. It is, however,
too early to talk about that possible impact, she points out.