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
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories