Sony to hike sponsorship rates by 19% in IPL 3.0

MUMBAI: In a crowded cricket season, broadcasters are out in the market early to sell their properties to advertisers.

Multi Screen Media (formerly Sony Entertainment Television India), which holds the telecast rights for the Indian Premier League, has started approaching clients for spending monies on the third edition of the popular T20 tournament which kicks off next year.

MSM is looking at a 19 per cent hike in advertising rates, expecting the economic climate to improve by then, as it holds on to a prime time property spread over 45 days.

The IPL, which had found temporary home in South Africa for the second edition, returns to India this time.

“We are talking with clients. We are charging Rs 475,000 per 10 seconds for the sponsors. Last year, this had gone for Rs 400,000," MSM president network sales, licensing and telephony Rohit Gupta tells

MSM is looking at locking in 10 sponsors and expects there will be hype around the event as it is being held in India. In addition to the live cricket action, MSM is targeting six to eight sponsors for its wrap-around show Extraaa Innings.

"What is significant is that we doubled our revenue, although the event was not held in India. Of course, the on-ground sponsors of the IPL get the first rights of refusal,” says Gupta.

Vivaki Exchange VP Sejal Shah believes the IPL will not directly compete with events like the Champions Trophy as it is happening next year. “As the IPL entails a substantial spend, clients would already have earmarked budgets for the same. So Sony’s strategy to go to the market now is a sound one,” she says.

Shah expects MSM to sign up all the sponsors over the next two to three months. “While the IPL is an expensive event, if you can afford it then it delivers the goods. It is risk free. The sponsors would take up around 66 per cent of the inventory. The IPL works for sponsors if you use the FCT well as it allows you to break through the clutter which is what Vodafone did when it introduced the Zoozoos. They got far more inventory than other telecom players that took spots and thus their recall among viewers was far higher compared with the competition,” she adds.

For IPL season 2 while Vodafone was the presenting sponsor, other telecom companies that advertised were BSNL, Idea, Tata Teleservices and Airtel.

Gupta further says that the big story of the second season of the IPL was that FMCGs, who do not generally use much cricket, came on board in a big way. This included the likes of Levers and Parle. “The IPL delivered 80 per cent reach among males. So for a substantial period your visibility needs are taken care off. No other cricket property gives you day in and day out visibility for such a long period," he adds.

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