One win, and cricket ad rates zoom
ESPN Star has hiked ad spot rates by about 5-15% for the remaining two Test matches.
By Ratna Bhushan, TNN |
GURGAON: One good match from Rahul Dravid’s XI - that’s all it has taken to turn around sentiments of India Inc. While the Indian cricket team is busy celebrating its first ever Test match win in South Africa, at the Wanderers, Johannesburg, the series’ television broadcaster ESPN Star has hiked ad spot rates by about 5-15% for the remaining two Test matches, media sources said.
However, since the sports channel had already sold close to 90% of its inventory before the start of the Test and One Day series, there is limited air-time available for last-minute advertisers. According to media sources, fresh advertisers including big names such as Hindustan Lever, have bought whatever little air-time was available with ESPN Star at the higher asking rates, for the second and third test matches.
Sources said ESPN Star’s going rates for the current series range between Rs 50,000 and Rs 75,000 per 10 seconds for the Test matches.
Said Maxus India managing director Ajit Varghese: “India’s performance has renewed interest in the game and obviously attracted fresh buyers.”
However, opportunity to cash in on the historic win is restricted now. ESPN Star had sold air-time for most of the series comprising five One-Day Internationals and three Tests for about Rs 80-100 crore much before the start of the series. Said Basab Dutta Chowdhury, COO, Madison Media Plus: “Usually broadcasting channels keep unsold inventory in reserve for One-Day matches, because these obviously attract higher TRPs. Advertising opportunities for Tests are naturally lower.”
While declining to divulge details, RC Venkateish, MD, ESPN Star India said: “Cricket always attracts big advertisers; corporates have been continuously investing in the game.”
Key sponsors for the series include Coca-Cola, Airtel, Maruti, Hero Honda, Motorola, Tata Sky, UB Group and Indian Oil. The second of the three-match Test series starts December 26 in Durban, while the third match starts January 2 in Cape Town.
However, since the sports channel had already sold close to 90% of its inventory before the start of the Test and One Day series, there is limited air-time available for last-minute advertisers. According to media sources, fresh advertisers including big names such as Hindustan Lever, have bought whatever little air-time was available with ESPN Star at the higher asking rates, for the second and third test matches.
Sources said ESPN Star’s going rates for the current series range between Rs 50,000 and Rs 75,000 per 10 seconds for the Test matches.
Said Maxus India managing director Ajit Varghese: “India’s performance has renewed interest in the game and obviously attracted fresh buyers.”
However, opportunity to cash in on the historic win is restricted now. ESPN Star had sold air-time for most of the series comprising five One-Day Internationals and three Tests for about Rs 80-100 crore much before the start of the series. Said Basab Dutta Chowdhury, COO, Madison Media Plus: “Usually broadcasting channels keep unsold inventory in reserve for One-Day matches, because these obviously attract higher TRPs. Advertising opportunities for Tests are naturally lower.”
While declining to divulge details, RC Venkateish, MD, ESPN Star India said: “Cricket always attracts big advertisers; corporates have been continuously investing in the game.”
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Key sponsors for the series include Coca-Cola, Airtel, Maruti, Hero Honda, Motorola, Tata Sky, UB Group and Indian Oil. The second of the three-match Test series starts December 26 in Durban, while the third match starts January 2 in Cape Town.
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