Disney Star reworks ad rates for T20 World Cup
Mumbai: Disney Star has rationalised ad rates for the ICC Men's T20 World Cup 2024, compared to the previous edition held in 2022. The tournament is slated for June 1-29 in the United States and West Indies.
On TV, the broadcaster is seeking ad rates of over Rs 6.2 lakh per 10-second spot from sponsors and Rs 6.4 lakh per 10-second spot from spot buyers. For just India and playoff matches, the 10-second rate goes up to Rs 35 lakh and Rs 18 lakh on mobile and CTV, respectively.
Disney Star owns both TV and digital rights for ICC events in India.
ET has reviewed the ad rate card floated by the broadcaster for both Star Sports and Disney+ Hotstar.
In the 2022 edition, the broadcaster sought ad rates of around '9-10 lakh from both sponsors and spot buyers, respectively.
Its important to note that negotiated ad rates are typically lower than the card rate.
According to a report by TAM Media, ad volumes per match during the ICC T20 World Cup 2022 witnessed a decline of 47% compared to the ICC T20 World Cup 2021.
The company declined to provide any comment until press time.
The broadcaster, which had secured India media rights with a winning bid of $3 billion for the 2024-27 cycle, is seeking outlay of over '60 crore from co-presenting sponsors for both standard definition (SD) and high definition (HD) channels.
On a standalone basis, SD and HD channels have outlays exceeding '45 crore and '25 crore, respectively. In the case of an associate sponsor, the outlay is over '40 crore across SD and HD channels. The
