New Delhi: The Indian Premier League stands to earn Rs40-45 crore by selling part or all of the 150 seconds of advertising inventory it is allotted per match by broadcast partner Multiscreen Media Pvt Ltd that is meant for promoting the tournament.
According to a senior official at the Board of Control for Cricket in India (BCCI): “In last week’s (BCCI) governing council meeting the chairman, Shashank Manohar, explained that the 150 seconds of promotional inventory on SET Max (Sony Entertainment Television Max) channel will be sold to a third party.”
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“IPL is in advanced stages of discussion to sign these deals with BSNL (Bharat Sanchar Nigam Ltd) and Volkswagen,” added this person who did not want to be identified.
A spokesperson of Volkswagen India Pvt. Ltd said she had no knowledge of the company’s interest in partnering with IPL and declined further comment. Executives at state-owned phone company BSNL couldn’t be reached for comment.
While the BCCI official did not disclose the price tag attached to the deals, a senior official from a media-buying agency that handles the IPL account said, “It would be no different from the SET Max advertising rates for IPL which have been sold for Rs4.5-5 lakh for 10 seconds.”
Sundar Raman, chief executive of the league, could not be reached for comment.
Rohit Gupta, president, network sales, Multiscreen Media, said: “The promotional inventory given to IPL is part of a contractual arrangement between us and IPL which I cannot elaborate on.”
Gupta added that IPL could do what it wanted to with this airtime.
IPL recently signed several large deals including a sponsorship deal for the so-called strategic breaks in matches, with Maxx Mobile Communications Ltd for Rs30 crore for three years, an associate sponsorship deal with Karbonn Mobiles Ltd for Rs68 crore, again for three years, and a Rs16 crore tie-up with tyre brand MRF Ltd for blimps at match venues.
Experts say the last-minute interest in matches may have to do with Multiscreen Media having closed all on-air sponsorship deals nearly four months ahead of the tournament.
IPL has also smartly created opportunities for more advertisers, said M.K. Machiah, general manager, World Sport Group, a sports management company that also owns the international broadcast rights to IPL. “It is the space that is strategically created for advertisers, not just between overs, but now even between balls, startegic-ad breaks, etc., that is causing more and more advertisers looking for scale to attempt IPL.”
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