Mumbai: 1. Star Sports seeking a marginal increase in ad rates for IPL’24 (16.4lakhs vs 16lakhs – SD/HD combined) in spite of historic IPL in terms tremendous growth in reach (36 per cent) and ratings (30 per cent )
(Source: Reach: BARC 2+ All India | Ratings: BARC M15+ AB Urban Pay)
2. Compared to LY, SD rates have grown from 12 lakh to 12.8 lakhs considering 30 per cent growth in ratings/ reach growth of 36 per cent and extremely efficient CPM 60 (almost half of digital)
3. Considering market trend of premiumization and more brands looking for mid/ premium audiences, Disney Star has lowered the entry cost for HD audiences from 5.9lakhs to 5.5lakhs/ 10 secs. This is in-spite of massive growth in HD reach (3.8X growth in reach vs 2023), making HD accessible to larger client-base of India.
Source: HD Reach – BARC 2+ All India
4. Overall, it looks like TV rates offer a much better efficiency/ CPM. TV delivers 3X scale brand impact and ROI for brands e.g. (attached)
* Rate for Mobile/Web is 16 lakhs, when compared to this SD rates on TV are 12.8 Lakhs – 20 per cent lower rates and 3X higher scale and impact
* CTV rates which offers a reach of around 50million is available at 6.5 lakhs compared to 5.5 lakhs for HD which reaches 150 mn viewers – 3X of CTV (Attached)
* At a combined level, Digital rate is 22.5Lakh (Mobile + CTV) vs 16.5lakh (SD+HD) on Star Sports – 27 per cent lower – thereby increasing the efficiency by 3-4times at a combined All India level.
