Star India ropes in new brands; hikes ad rates for World Cup

MUMBAI: As Dhoni and team prepare to face Australia and book a berth in the final of the biggest cricketing event, Uday Shankar and his team at Star India have roped in more brands as partners to make the ICC Cricket World Cup 2015 one of the biggest revenue generating sport event in India.

Before the start of the semi final rounds, Star India roped in many new sponsors across categories like Amazon, Snapdeal, indiaproperty.com, OLX, Voltas, Dell, Panasonic and Toyota.   

Sources in Star told Indiantelevision.com that the ad rates have also seen a substantial hike. “A 10 second slot during India VS Australia bout will cost around Rs 18 - 22 lakh and the later the brand comes in, the more it pays,” the source added.

The cumulative reach of the tournament soared up to 576 million viewers and is expected to grow further if India qualifies for the finals. 

In the other semi final, New Zealand face South Africa. While both teams played numerous semi finals, neither have managed to qualify to the final of the flagship tournament. A highly nail biting match is expected and hence the ad rates have been hiked to Rs 14 - 16 lakh for a 10 second slot.       

Star had a slow start to the tournament as Indian performances prior to the tournament was below par and fans had low expectations from the team. However in a way, this did Star a big favor as circumspect brands endorsed till certain stage predicting limited progress of Indian team. “People thought India won’t qualify for the final stages and bought slots till certain rounds instead of the full tournament. Due to that, in the later stages there are slots available, which is enabling Star to rope in brands at such high pricing,” said a media buying and planning expert.