Even as arch rivals India and Pakistan get ready to take on each other in the final game of the ICC Champions Trophy on June 18, official broadcasters Star India are charging Rs 12-14 lakh for a ten second spot on both the English and Hindi feeds, media- buying agencies said.
In 2013 when India played England in the finals, Star charged Rs 4-5 lakh per ten second spot for the English feed alone. This time around, Star is believed to have sold many more spots than last time.“While inflation has played a small role leading to increase in advertising rates, the broadcaster is using the occasion of an India-Pakistan match to charge more,” observed Nikhil Rangnekar, media consultant, IPG Mediabrands, part of media planning group Lodestar UM.
Companies such as Nissan, Oppo, MRF Tyres, Emirates , that have bought the lead sponsorship for the tournament, are understood to have paid about Rs 12 crore each. The remaining sponsors including Pepsi Max, Intel, Money Gram amongst others are believed to have paid around Rs 7-8 crore each.
While Star could make a killing in the finals, it has suffered somewhat due to some matches being washed out. Star India is believed to have charged Rs 2.80 lakh – `3.20 lakh per ten second spot for the non -India matches. The ad rate for the last India versus Pakistan match is understood to have ranged between Rs 7- Rs8 lakh for a 10 second spot.
Hotstar is believed to have sold both the sponsorship and ad spots separately; the cost of a sponsorship ranged between Rs 3-5 crore while a ten second ad spot during the matches cost Rs 1,500 per thousand impression (CPM).
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For a-one-day (ODI) match, which has100 overs (50 overs each), a broadcaster sells advertising inventory of one hour 36 minutes, roughly one minute between overs.