Too much at stake, say advertisers
Uncertainty hangs over advertisers and sponsors who are betting hugely on the IPL matches, whose schedule is under review due to security concerns after the terrorist attacks in Pakistan on March 3.
By Rupali Mukherjee, TNN |
NEW DELHI: Uncertainty hangs over advertisers and sponsors who are betting hugely on the IPL matches, whose schedule is under review due to security concerns after the terrorist attacks in Pakistan on March 3. Advertisers say that there will be an impact if the event is deferred even by a couple of weeks as ������ there is too much at stake, with close to Rs 1200 crore riding on the event.������ Major sponsors of IPL this year include Hero Honda, Coca Cola, Pepsico, Airtel , Vodafone and Kingfisher.
������ If IPL is rescheduled, at stake are advertising campaigns, launches and activities ��� all will be affected. It will upset a lot of facets of advertising connect , leading to chaos. There is nothing that matches it (IPL) in scale and value,������ says Tarun Nigam, executive director of Starcom India-north .
The IPL has come under a cloud with the government expressing concern over providing security during the matches, while the Lok Sabha elections are on. Says VS Mani, senior vice president Lintas Media, ������ It���s a huge opportunity loss for companies if the matches are under a cloud. Cricket is big for India.������
Close to Rs 1200 crore may be riding on the IPL this year, which includes around Rs 300 crore which Multi Screen Media (earlier Sony TV) hopes to earn through telecast rights of matches, and over Rs 500 crore as advertising revenue . ������ The scale of the impact on brands and companies will depend on how much the event is deferred. IPL is the single-most key initiative for brands and companies,������ says Samir Gangahar, executive director, Leo Burnett.
In fact, companies may be forced to look at alternatives for their advertising plans and campaigns. ���Some companies may be forced to switch to other high-impact events and elections is the other big ticket event this year. There is lot of excitement around polls this year, though it may not have the same impact as IPL,������ adds Nigam.
������ If IPL is rescheduled, at stake are advertising campaigns, launches and activities ��� all will be affected. It will upset a lot of facets of advertising connect , leading to chaos. There is nothing that matches it (IPL) in scale and value,������ says Tarun Nigam, executive director of Starcom India-north .
The IPL has come under a cloud with the government expressing concern over providing security during the matches, while the Lok Sabha elections are on. Says VS Mani, senior vice president Lintas Media, ������ It���s a huge opportunity loss for companies if the matches are under a cloud. Cricket is big for India.������
Close to Rs 1200 crore may be riding on the IPL this year, which includes around Rs 300 crore which Multi Screen Media (earlier Sony TV) hopes to earn through telecast rights of matches, and over Rs 500 crore as advertising revenue . ������ The scale of the impact on brands and companies will depend on how much the event is deferred. IPL is the single-most key initiative for brands and companies,������ says Samir Gangahar, executive director, Leo Burnett.
In fact, companies may be forced to look at alternatives for their advertising plans and campaigns. ���Some companies may be forced to switch to other high-impact events and elections is the other big ticket event this year. There is lot of excitement around polls this year, though it may not have the same impact as IPL,������ adds Nigam.
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