Zee targets IPL advertisers with cheaper prime-time packages
Zee Entertainment Enterprises has come out with competitively priced packages for advertisements during the Indian Premier League (IPL) season, according to a senior executive, a move seen making it easier for brands that find IPL TV broadcaster Disney Star's rates prohibitive. The packages offered by Zee Entertainment — which has more than 17% share in TV viewership — will allow brands to reach audiences at scale with lower outlays during the IPL period.
The rates of Zee's prime-time advertisement packages range from ₹16 crore to ₹35 crore, according to Ashish Sehgal, the company's chief growth officer, ad sales. In comparison, rival Disney Star's IPL packages are priced between ₹83 crore and ₹167 crore. Disney Star is also looking to broaden its IPL advertiser base by offering customised packages.
Sehgal said the company has multiple advertisement packages for the IPL period for the varied marketing objectives of advertisers. Sehgal said the company has devised an eight-week plan for brands that wish to outshout their competitors during the IPL. It has shorter duration four- and six-week plans.
«Due to the high cost of IPL on TV, marketers have reduced ticket sizes on the property and spread thin across genres. IPL's impact will be minimal in Q4 and Q1 FY25,» he said.
Advertisers, Sehgal said, have realised that they must have sustained presence throughout the year for brand imagery. Live sporting events like the IPL and ICC World Cup impact entertainment channels' viewership and revenue from advertisements.
