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.

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