Every India-Pakistan cricket match has been a bonanza for broadcast and streaming partners. Thus far. Sunday’s fixture between the two teams in the 2025 Asia Cup might just be the oddity.
Sony Pictures Networks India (SPNI) had priced the television advertisements at Rs 14 lakh-Rs 16 lakh per 10 seconds, but despite the broadcaster’s early rate card, there’s been chatter of a 10-12% unsold TV ad inventory till Saturday. “It appears the main friction comes from the exit of real-money gaming advertisers, sticker shock for smaller brands, and hesitancy amid political and social sensitivities,” said Yasin Hamidani, co-founder & director, Media Care Brand Solutions.
Ad slots go unsold ahead of India-Pak clash
The Asia Cup 2025 is being aired on Sony Sports channels and live streaming on SonyLIV. Experts said there is still time for demand to ratchet up. “Sony may close the gap on Sunday with aggressive last-minute deals. So far, it’s more a timing/risk issue than a boycott or purely marketing failure,” said a senior mediaperson.
Even during this February’s ICC Champion’s Trophy, advertising rates for India matches were hovering at Rs 20-25 lakh per 10 seconds for linear TV and around Rs 10-15 lakh per 10 seconds for CTV. On digital, ad rates were around Rs 500 per CPM (cost per mille or cost per thousand is a metric that measures the cost an advertiser pays for 1,000 ad impressions/views).
When India stormed into the finals, the ad rate surged 40% for TV and digital by 20-25% compared to other India matches. Despite the rise of subscription-based models, advertising remains the primary revenue driver for broadcasters.
High rates push brands to digital
“Many brands are playing wait-and-watch, partly due to the steep pricing, partly because some are over-committed on digital, and some are simply riding organic content instead,” said Sushant Sadamate, COO & co-founder of Buzzlab.
“Also, the market isn’t as frothy as last year. Everyone wants the big match, but no one wants to overpay for a 10-second blink when they can chase more measurable impact on digital. It’s not a demand issue, it’s a caution issue.”
The Indo-Pak encounter at the Dubai International Cricket Stadium will be played under the cloud of both nations’ border engagement in May. The Asian Cricket Council (ACC) shifted the matches to the United Arab Emirates following the tensions.
However, according to media reports, no senior BCCI official has travelled to Dubai so far, after fan groups in India urged the board not to support the encounter.
Advertisers remain upbeat. “From past experience, all India matches, particularly an India-Pakistan encounter, command exceptional viewership and drive significant advertiser interest,” says Srinivasu Allaphan, director, sales & marketing, JK Tyre & Industries, the co-presenting sponsor of Asia Cup. “Our objective goes beyond visibility, we see this association as a powerful opportunity to deepen our connect with the youth and cricket enthusiasts across the country.”