If Indian cricket was a bad dream for advertisers in the last quarter, it seems to have become the flavour of the season now. Putting the Caribbean World Cup experience behind them, advertisers are once again placing big bets on the India-England series that begins two days from now.
Star Cricket, ESPN-Star’s all-cricket channel that will telecast the series, has managed to rope in big names, such as Motorola, Maruti, Times Internet, Havell’s and Visa, as sponsors for the three Test series. Industry sources say ESPN will rake in between Rs 120-150 crore from the three Tests and seven ODIs. Declining to divulge figures, an ESPN-STAR Sports spokesperson said, “India-England Test matches have always generated huge interest and ratings have generally been impressive.”
The broadcaster has sold over three-fourths of its inventory, at rates ranging between Rs 50,000-70,000 per 10 seconds, media sources said. Going rates for the one-day series, which commences later in the season, are in the range of Rs 1.4-1.75 lakh for 10 seconds. ESPN’s current rates are higher than the India-England bilateral series that was telecast on Sahara last year and sold at Rs 1-1.25 lakh for 10 second spots, media sources said.
What works in favour of the series, according to media buyers, is that prices are realistic and match timings are suitable for Indian audiences. As Madison Media Plus CEO Basabdatta Chowdhuri said: “This Test series is bound to attract higher viewership, because the second innings will run into Indian prime time, unlike Tests played in India, which are typically day matches.” The rates, too, fit the expected parameters, said media buyers. Pointed out Mindshare MD Sunder Raman, “ESPN’s asking rates are realistic and well within the benchmark of cricket prices. Besides, the broadcaster has enough content to generate a critical mass of viewer connectivity.”
Sources say sponsors have dished out Rs 5-7 crore for coming on board. Declining to comment on investments, Motorola’s director (marketing) Lloyd Mathias told ET: “We have invested in cricket as part of an ongoing deal with ESPN. Cricket continues to remain a prime passion in the country and one of the key drivers of our overall media strategy. Since we address the higher SEC and male-driven audience, the positioning of our products fits well with cricket.”
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