MUMBAI: Ten Sports is targeting advertising revenue of Rs 40 million from telecast of the US Open tennis Grand Slam.

The channel has roped in Reliance and Cadbury as co-presenting sponsors. The associate sponsors are Samsonite, Panasonic and Tata Motors.

“We are targeting Rs 35-40 million from advertising. 70 per cent of revenue comes from sponsors while spot buys take the rest. Rates start at around Rs 10,000 and go up to Rs 100,000 as the event progresses," Zeel executive director revenue and niche channels Joy Chakraborthy told Indiantelevision.com.

The sport attracts a loyal fan base mainly among males in the 15-44 age group, SEC A,B Metros. “It is similar to the NBA. It may not be mass like cricket but people who watch it are passionate. Of course, a lot also depends on who is playing. If an Indian features in a doubles final, we know that it will rate well and find favour among advertisers,” said Chakraborthy.

After cricket, sports like soccer and tennis are getting developed. "We hold around 30 per cent of our inventory back. This is important as tennis Grand Slam takes a few days to build,” averred Chakraborthy.