India entry into Super Sixes sees MAX jack up cricket spot rates

MUMBAI: Welcome to the party but be ready to pay some serious money for the pleasure. That's what Sony Entertainment Television is telling advertisers who want to hop on to the Indian team's victory band wagon as the cricket World Cup 2003 gets ready to kick off the Super Sixes.

Though SET ad sales head Rohit Gupta is not throwing around any numbers, neither does he see a figure of $50,000 (Rs 2,382,500 at today's exchange rate of Rs 47.65 to the dollar) for a 30-second spot as being outrageously prohibitive.

Gupta points out that there is not that much ad inventory left to sell in the first place. Between 10 to 12 spots (30-seconders) is all that SET has on offer per match for the 12 matches from the Super Sixes up to the final. That is a total of 300 to 400 seconds per match, says Gupta.

And for those who think that they can pick and choose the matches on which to put their advertising, that will not be possible. Spot buy packages for all 12 games is what Gupta expects advertisers to sign on to. Because there is limited inventory and considering that advertisers will have to take a a full 12-game package if they want to advertise, Gupta is expecting that three to four advertisers will complete the list.

Queried as to how he expected to get the kind of rates that are being bandied about, Gupta draws comparisons with Balaji's top soap Kyunki Saas Bhi Kabhi Bahu Thi, which at its peak was commanding Rs 500,000 per ten second slot on Star Plus. If a half-hour show could extract those rates then the cricket, which according to Gupta was expected to garner TVRs above 20, were worth the cost in terms of deliveries, he said.

The good showing of the Indian team is certainly proving a boon in more ways than one.

Latest Reads
India is 18-24 months away from an inflection point: Ashish Bhasin

Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.

MAM Marketing MAM
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories