Cricket spirits soar, but IPL's ad rates are flat
₹12.5 lakh per 10 seconds on SD and ₹5.3 lakh in HD on Star Sports. For Jio Cinema, pre and post-match ceremonies will be ₹200 cost per mile or 1,000 impressions. On connected TV, a spot will cost ₹6.5 lakh.
These rates are around the same as last time. Hema Malik, chief investment officer at IPG Media Brands, said IPL has strong believers and a lot of repeat advertisers, but she senses something different this year. “Over the years, we have seen a few seasons (of IPL) that begin with a slow start coupled with some challenges but eventually pick up," Malik said.
“However, this is the first year in many years, so far, that clients are not warming up to the tournament as much. I won’t attribute it much to the IPL itself per se but a general slowdown. We are hopeful it will pick-up soon." What is also playing a part is that many advertisers had spent substantial sums in the ICC Men's ODI Cricket World Cup late last year, and the T20 World Cup, scheduled to happen in the US this June, is also within their sights.
Typically, broadcasters have a history of working on a double-digit rate increase based on inflation. But that hasn’t happened either this time. “They wanted to capture as much inventory as possible (earlier), as early as possible without wasting any time in negotiations," another media buyer said on condition of anonymity.
“Unfortunately, not much has materialised (this year). Some advertisers are also concerned that the World Cup is around the corner. Both broadcasters are under indexed or going slow right now." Auto companies have put a pause on advertising, at least for now.
E-commerce brands, telecom and fintech companies have also not stepped up to the plate yet. But there are bright spots, too. “I wouldn’t
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