Disney Star, Viacom18 on a slow start this IPL season as most companies tighten ad budgets
advertisers as broadcasting and streaming rights holders Disney Star and Viacom18 face difficulties in closing ad deals despite starting the sales process in January. The two companies have so far collectively roped in 33 sponsors, with streaming partner Viacom18 signing 18 and Disney Star onboarding 15 sponsors. Last year, they had 39 sponsors with Viacom18 getting 26 sponsors and Disney Star, 13.
Some media buyers attributed the lukewarm response to lack of budgets with most companies having exhausted their ad budgets for FY24 while others pointed to multiple marquee events including the upcoming general elections and T20 World Cup that increase advertisers' options.
«IPL faces a market challenge due to the availability of less ad money, which should improve with fresh ad budgets in April,» said IPG Mediabrands India chief investment officer Hema Malik. «It's not just IPL; other media platforms have also been affected due to the availability of less ad money in the market,» she added. The CEO of another media-buying firm said the advertisers are weighing multiple media options including IPL.
«Some of the clients want to diversify their media investments rather than over indexing on one property,» he said on condition of anonymity, citing the Lok Sabha elections in April and May and the ICC Men's T20 World Cup in June.
The media-buying head of another firm said the number of clients spending on IPL has seen a decline, prompting Disney Star and Viacom18 to lower their sponsorship outlays. «The subdued market has
