Sony Max expects to rake in R1,200 cr from IPL-5
It is aiming for a 10% jump over the on-air revenue generated during IPL-4. This, despite a number of big spenders like LG, Coca-Cola and Maruti shying away from committing big moolah.
"We should get 8-10% more revenue from advertisers for IPL-5. We are in talks with a number of companies. The deal will be sealed by mid-March," Rohit Gupta, president of Multi Screen Media (MSM), told FE. MSM runs channels, such as Set (Sony Entertainment Television) Max, Sony MIX, Sony PIX, and SAB. The confidence stems from IPL being the most-watched cricket property in the last four years, clocking high double-digit TV ratings despite some viewership fatigue setting in during the course of the tournament last year.
Sony has already roped in two co-sponsors in Tata Photon and Vodafone and three associate sponsors in Idea, Pepsi and Karbonn Mobiles, sources said. Set Max is currently in talks with Samsung, Nokia, Bharti Airtel, Hyundai and various FMCG firms to fill the five vacant associate sponsorship slots. Media agencies say Set Max will rake in around R600 crore from various on-air sponsors, while the balance will come from
spot selling.
According to agency sources, Set Max has closed the co-sponsor slots for R65-70 crore, a 35-40% jump over the rates that prevailed during IPL-2/IPL-3, while it
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