With the IPL finally over and the results of the general elections round the corner, all eyes are now on the next big advertising opportunity — the ICC World Cup, 2019. According to media buyers, official broadcaster Star India is charging around Rs 70 crore for the co-presenting sponsorship title, whereas associate sponsorship is estimated to cost around Rs 40 crore. These rates are roughly 20-25% higher than what the broadcaster charged during the last world cup in 2015.
According to sources, ICC globally has roped in around 20 brands as commercial partners for the World Cup, including some Indian brands like Bira91, Royal Stag, MRF Tyres and Britannia, whereas official broadcaster Star India has over 35 brands onboard so far. PhonePe and Havells are the co-sponsors for the event, whereas associate sponsors across TV and digital include Byju’s, MRF, Policybazaar.com, Paisabazaar.com, Amazon, Royal Stag, Dream11, Uber, Pernod Ricard, Mondelez, Acko General Insurance and CEAT Tyres.
Media experts further share that Star India has managed to sell 80% of the inventory, with the remaining saved up for ad spots in the semi-final and final matches. Ad rates per 10 seconds for the matches is estimated to be Rs 8-10 lakh for non-Indian matches, whereas for the matches where India will play, the rate has spiked to Rs 13-14 lakh for a 10-second spot. According to Vineet Sodhani, CEO, Spatial Access, ad rates also depend upon “whether brands are buying the SD slots, HD slots or a combination of both, as the costs will vary according to the mix selected”.
During the last World Cup (2015), Star India had charged Rs 5 lakh for 10 seconds, while the corresponding cost was Rs 4.5 lakh in the 2011 edition. Starting from May 30 till July 14, this year marks the 12th edition of the international cricket property which will be hosted by England and Wales this time. The tournament will feature 10 teams playing 48 matches, whereas the 2015 and 2011 editions hosted 14 teams each.
Historical viewership data indicates that the World Cup is a heavily leveraged property. But will things change, considering ad spends on IPL this year? “Even though World Cup is right on the heels of IPL, Indian audiences aren’t fatigued by cricket. The more, the merrier,” says Jigar Rambhia, national director – sports, Wavemaker India.
The last time that the ICC World Cup clashed with the IPL was in 2015, when the World Cup fetched Rs 600 crore in terms of revenue, while the IPL garnered Rs 850 crore, according to a FICCI-KPMG report. In absolute numbers, the total viewers of World Cup rose 14% to 205 million in 2015 from 180 million in 2011. This number is likely to increase this year, considering that the total TV viewing universe has increased over the past four years.
“Advertisers had pre-planned their marketing budgets for IPL, general elections and World Cup,” shares Anita Nayyar, CEO (India and southeast Asia), Havas Media Group. “Advertiser interest in cricket is high, and those who want to leverage the property will do so anyway”. Furthermore, digital streaming of the tournament could allow brands to scale up and leverage technology, such as live contests, voting for their teams and other engagement opportunities.
ICC World Cup 2019 will be aired across 16 channels this year: Star Sports1 (HD/SD), Star Sports2 (SD/HD), Star Sports3, Star Sports1 Hindi (SD/HD), Star Sports Select1 (SD/HD), Star Sports Select2 (SD/HD), Star Sports1 Tamil, Star Sports1 Telugu, Star Sports1 Kannada, Star Sports1 Bangla and Asianet Plus. The 45-day tournament will be available in eight languages, including English, Hindi, Tamil, Telugu, Kannada, Bengali and Malayalam.