IND vs PAK semifinal heat:Broadcaster ESPN Star demanding between Rs 15
to 18 lakh per 10 seconds ad
It's a dream semi-final line up and World Cup fever has struck every nook and corner including the Prime Minister's office. And of course, broadcaster ESPN Star is seeing dollar signs, reports CNBC-TV18's Animesh Das.
Tickets for the India - Pakistan clash in Mohali are not the only thing being sold at an inflated rate. Media agencies say broadcaster ESPN Star is demanding between Rs 15 to 18 lakh per 10 seconds, that's a huge jump from the Rs3.5 lakh for 10 seconds it charged at the league level. While some doubt whether ESS will get what it wants, others are certain advertisers will pay up.
So far, the tournament has delivered. The six India league matches did average ratings of 9.51, while non-India matches averaged close to 1.5 TRPs. Broadcast sponsor Vodafone says response to live match coverage on mobiles has been five times higher than what the IPL garnered last year. Ground sponsor LG has received 50,000 applications for its cheer-leading squad. But will these guys buy more air-time?
Anuradha Agarwal, VP - Brand Communication, Vodafone says, "We could promote things differently if India gets into the finals and ride on the sentiment that Indians will have. Afterall, more than 50 million Indians were watching the India-England match. I am sure that the number will be higher when we go along. Unlikely though that we will buy more air time."
LK Gupta, CMO, LG India says, "As an advertising platform the world cup rating for me would be, 5 or 5 and a half on 10, but as a sponsorship platform it is far more valuable to us."
The 42 league matches reached over 175 million households in the country -- that's 48 % more than the previous world cup, and 30 percent higher than IPL-3. Media planners say available inventory for the finals will be sold only after the two finalists are pencilled in. And if India is one of them, spot rates will go through the roof.
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