BackMSM expected to earn higher ad rates for final IPL match
Broadcaster confident advertisers will be willing to pay Rs18-20 lakh per 10-second ad slot
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Mumbai: Multi Screen Media Pvt. Ltd (MSML), the official broadcaster of the Indian Premier League (IPL), is expecting to earn substantially higher ad rates for the final match of the season on Sunday. The broadcaster is confident that advertisers will be willing to pay about Rs18-20 lakh per 10-second ad slot during the final match, as the close contests over the last few weeks have brought in more viewers for the cricket tournament.
An estimated Rs800 crore in ad revenue is riding on the back of this sports property.
“Advertisers will be paying anywhere between Rs12 lakh and Rs15 lakh for a ten-second ad spot depending on when they had bought this inventory. For last-minute buys, the rates could be higher. But these would essentially be advertisers who have not advertised on the tournament so far and are looking at it purely as an opportunistic buy, to reach a large audience on that one day," said a senior media buyer who did not wish to be identified.
In the current season of the IPL, advertisers paid Rs4.5-4.75 lakh for a 10-second ad slot. The ad rates for the finals are approximately four times that amount, because it pulls in almost double the number of audiences, said Rohit Gupta, president at MSML.
In season six of the IPL, the going rate for the finals was pegged at Rs15 lakh for a 10-second slot; in season five the rate was Rs10 lakh.
Beyond companies such as Amazon.com Inc. and Vodafone India Ltd, which have signed up as sponsors, MSML expects other spot buyers to come on board for the finals. Gupta declined to divulge any names.
Kolkata Knight Riders, who stormed into the finals, are expected to play either Kings XI Punjab or Chennai Super Kings, depending on which team makes it through the second qualifier on Friday evening.
According to TAM Media Research Pvt. Ltd data provided by MSML, the seventh season of IPL has already registered an audience reach of 185 million viewers in just 54 games. In 2013, this number had been achieved after 59 games. It had a television rating point (TRP) of 3.8 in the previous season, its sixth. At its peak, IPL had a TRP of 5.5 in 2008 when the tournament started.
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