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Star Sports maintains a 10-15% inventory for the T20 World Cup Finals

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Star Sports maintains a 10-15% inventory for the T20 World Cup Finals

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The India-Pakistan game cooled people’s spirits, but Star Sports is still counting on the India team to take the cup home. According to sources, Star and Disney India maintain a premium inventory to sell at the last minute before the semifinals and finals of the ICC T20 World Cup. The 10-15 percent inventory has been held for the same.

The T20 World Cup already has the unique distinction of being the first edition of the tournament during the festive season and the final is expected to be on Sunday (November 14) and garner a large audience. Advertisers have already spent generously on both television and online streaming platforms, with premium matches like India-Pakistan selling inventory for up to Rs 30 lakh for a 10-second ad slot.

Experts say that everything is a matter of time. Brands would be willing to shell out even more if India goes all the way.

“Brands that had held back investments in M&P are now opening up (all new high-tech advertisers are one example) and driving demand for last-minute inventory,” says Navin Lalchandani, senior vice president at Starcom.

“Some legacy advertisers in sectors like auto, who focus on men, also bought into the tournament at the last minute. That said, cricket always sees last-minute demand and the potential for real monetization for the broadcaster. It depends on how India acts in the parties, “says Lalchandani.

Industry sources say that Star Sports quoted Rs 16-18 lakh for 10-second spots for the tournament. Star Sports has reportedly sold inventory worth more than Rs 1000 crore for the 2021 T20 World Cup, which is a huge leap from last season. Continuing the bull run of the second stage of the Indian Premier League, official broadcasters raised rates from Rs 13-14 lakh to around Rs 18 lakh for 10 seconds, according to industry sources.

“According to GroupM’s ESP properties report, Star Sports was able to achieve net ad sales revenue of Rs 260 million ‘over the air’ for the previous edition of ICC Men’s T20. India’s exit from the tournament in the semi-finals affected the If India’s ad fees reach the final this year, Star will sell last minute inventory and charge a premium, “says Ambika Sharma, founder and CEO of digital marketing agency Pulp Strategy.

Speaking of last season, during the ICC T20 World Cup held in India 2016, the cumulative audience at home for the tournament in India was 730 million, an increase of 114 percent over the previous edition. “This year we also expect last minute changes if India reaches and surpasses past records,” says Sharma.

The list of sponsors for the season includes Byju’s, Dream11, Coca Cola, Vimal, PhonePe, Havells, Netmeds, CoinDCX, JioMart, Skoda, Mondelez, Reliance Trends, Pernod, Upstox, Samsung and Cred.

Disney + Hotstar will see Dream11, Vimal Elaichi, Coinswitch, Oppo, Swiggy, Maruti, AMFI, PhonePe, Mondelez, and Upstox this season.

Overall brand sentiment has been high this season, helping properties like the T20 World Cup drive demand and ad rates.

“Almost all of our clients are currently active in television, even those who normally avoid the festive season have planned campaigns for this year. Therefore, there has been an increase in demand for inventory on properties such as the ongoing T20 World Cup. Demand is likely fueled by tournament timing: Covid cases appear to be under control, there is buoyancy in the air, and the holiday season is in full swing. “

First published: IST


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Star Sports maintains a 10-15% inventory for the T20 World Cup Finals

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