Big spenders stay on the periphery for IPL-6 season
“The aim is to match the on-air revenue generated by IPL-4 and to exceed the targets of IPL-5,” said a source in Sony India. For IPL-4, the best in terms of on-air revenues, the broadcaster clocked a little over Rs 1,000 crore.
However, for IPL-5 season, the figures reportedly came down to R750 crore or so. A rough calculation shows that an associate sponsor may pick up 120 spots (10 seconds each) per game. With 76 games in IPL, the broadcaster will earn around R40-50 crore. With 10 sponsors, the channel hopes to lock in R400-500 crore. As the series kicks off, there will be other kinds of on-air associations, partnerships and spot buys, like for sixes and fours, run-outs, breaks and highlights, among others.
But for teams, the struggle to find high-value advertisers continues. Auto major Hero MotoCorp has pulled out as the primary sponsor of Mumbai Indians, while Hyderabad SunRisers and Rajasthan Royals are yet to announce their advertising partners. Media buying agencies say the franchisees are looking for a 30-35% increase in sponsorship fees, but advertisers are not willing to match their expectations.
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