IPL 2020 Advertising Revenues for Disney Star : The 13th edition of the Indian Premier League (IPL 2020) has generated 2400 Cr of advertising revenues for Star India (Both Television and Hotstar combine) according to various industry experts and sources.
The information gathered from various industry experts, advertising deals of IPL 2020 and from sources with-in Star suggests that Star India managed advertising revenues worth 2250 Cr on Television and another 200-250 Cr from Hotstar ad-sales. As is the norm with Disney-Star India, they are not ready to comment on the advertising numbers despite repeated attempts by InsideSport for official take on the advertising sales for IPL 2020.
It is worth noting that Star India reportedly delivered 2200 Cr of advertising revenue in IPL 2019 on both broadcast and Hotstar combine.
In IPL 2020, Star roped in 18 sponsors before the start of the tournament and also signed up 117 advertisers. In comparison in IPL 2019, Star India had signed 13 on-air sponsors. In IPL 2020, among the co-presenting sponsors were Dream11, PhonePe, BYJU’S, VI and Amazon, while the Associate sponsors were Mondelez, ITC Foods, Polycab, Diageo, P&G, Coca Cola, Hero, Facebook, KP Group, Daily Hunt, Samsung, Cred and AMFI.
“IPL has delivered brilliant numbers on viewership. The viewership growth as per our estimates in a range of 25%. But this growth will reflect in the advertising revenues of Star to only some extent. They had locked 85% of the deals before IPL begin. So they could sell only 15% inventory at premium. But IPL 2020 numbers augur really well for IPL 2021”, said one of the big media planner on condition on anonymity.
“IPL 2020 viewership numbers have really surprised everyone. The growth in revenues for Star India will be in single digit only in percentage terms but I am sure they now have a opportunity to increase the rates for the next season”, said another industry expert to InsideSport.
As per the Broadcast Audience Research Council (BARC) India data, IPL 13 registered 7.0 billion viewing minutes for the first 41 matches aired across 21 channels in the last five weeks (Week 38 -42), which is 28% higher as compared to IPL 12 that garnered 5.5 billion viewing minutes for 44 matches aired across 24 channels.
The data reveals that the performance per match of IPL 13 is higher than the last season. The cume reach of IPL 13 for 41 matches was 108 million, 11% higher than IPL 12. The previous season registered 98 million of cume reach.
As per recent data provided by TAM on IPL 13 for the first 52 matches, the count of advertisers and brands grew by 12% and 2% respectively when compared to the previous season. Meanwhile, the total count of advertisers and brands stood at 115 and 237 respectively in IPL 13 as compared to 103 and 232 for IPL 12. However, the total category count (89) for IPL 13 has been less than the last season’s 91.
IPL 2020 : Title sponsor Dream11 also claims 5.3 million+ concurrency during IPL finals
The viewership spike also has helped Dream11 to clock great surge in traffic and engagement on the platform. The platform experienced a surge of 44.4% traffic volume as against the final match of IPL 2019 and achieved 5.3 million+ user concurrency.
Vikrant Mudaliar, Chief Marketing Officer, Dream11 said, “IPL is the biggest sports event in India that witnesses extremely high fan fervour, and we are happy to see similar engagement on Dream11. Fantasy sports has increasingly become integral to fan engagement with every IPL. Sports fans are at the centre of everything we do, and we have integrated our users in all Dream11 IPL match activations.”
Talking about Dream11’s Title sponsorship, Brijesh Patel, Chairman, IPL, says, “IPL has always endeavoured to provide a world-class sports event for its fans. With Dream11 coming on board as the Title Sponsor for IPL 2020, we are happy to see a digital sports brand like Dream11 increasing fan engagement through fantasy sport. It’s equally heartening to see how Dream11 has integrated its users in all Dream11 IPL match activations. The match countdown, Dream11 Champion Fans wall and the Virtual guest box have all been brought about to bring the fans to the forefront.”