Disney Star may garner more than ₹1,600 crore in ad sales from T20 WC
₹1,600–1,800 crore in advertising revenue for Disney Star, the official media rights holder this season, similar to the previous tournament in Australia two years ago. Multiple media planners told Mint that the revenue figure will likely stay unchanged from the 2022 season despite the number of matches and teams being higher this time. This is because for the Indian audiences, some matches will start early in the morning, which could make it difficult for the broadcaster to grab eyeballs.
The month-long, 20-team tournament starts on 2 June and concludes on 29 June, with matches being played in the US and West Indies. The broadcaster is pegged to have a similar set of advertisers as the ongoing Indian Premier League. Disney Star—while still in the process of inking deals and is in the final discussions to sell about 40% of its advertising spot inventory already—expects to close top sponsor spots that are being seen in the BCCI-backed cricket extravaganza IPL.
With summer at its peak, FMCG advertisers will also come forward, despite a slow April-June quarter that the consumer goods makers are projecting. Ajit Varghese, executive vice president for advertisement sales for Disney Star, told Mint that the broadcaster is in discussions with advertiser categories like FMCG, fintech as well as gaming brands and others. These will be the top categories this year, he said.
"Last year and more so this year, we've seen a huge interest in gaming and banking and finance services sectors in cricket. Fintech, too, is an important sector. There is also infrastructure and industrial products that will emerge as a strong category.
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