Indian Premier League on a stronger wicket with half ad inventory sold

Apr 05 2014, 01:44 IST
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The tournament will begin on April 16 and will be aired on channels Sony Six and Set Max. The tournament will begin on April 16 and will be aired on channels Sony Six and Set Max.
SummaryMSM has managed to sell 50% of the ad inventory around the hugely popular T20 cricket property.

the Supreme Court’s ruling that players and teams will not been impacted, it’s business as usual. We will announce our key sponsors in the next week as we are still in the process of closing ad deals. Most of our deals had already culminated as far as negotiations go, but the contracts have yet to be signed.”

Gupta said that ad rates have not been impacted this season, despite a constricted advertising market. “Advertising inventory is still going at R4.75-5 lakh for 10 seconds, up 15% over the previous year. Viewership has also been up for the IPL matches. Last year, 215 million viewers came in for the IPL, up from 164 million,” he said.

Raghu Iyer, chief executive of the Rajasthan Royals, said that some of their sponsors this year are TCS, Garnier, Kingfisher, Deakin University, Supertech and KOOH Sports. There are some others that they are looking to close in a few days, he said.

Chandrabhan Singh, general manager at India Cements’ Chennai Superkings, said that most of that most of their sponsors remain the same as last year, including Aircel, Gulf Oil, VGN (real estate) and Pepsi. “There are a few sponsors that are being replaced with newer partners as contract duration expired. As for marketing and communication activities planned by sponsors, they will make announcements at the appropriate time,” he said, adding that the new sponsors include Orbit Cables as partner, UST global as technology partner on the playing kit and Orient Fans. Amity Business School is another associate sponsors being added, he said.

Mallikarjunadas CR, chief executive at Starcom MediaVest Group, said overall economic sentiment has also dented IPL ad rates. “Advertisers don’t have the kind of liquidity they had in the previous seasons. Even FMCG as a sector has slowed. Telecom remains guarded in terms of advertising spends and auto is yet to pick up,” he said.

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