Sony Pictures Network India has over 50 broadcast sponsor and advertisers on board for the One-day International series between Australia and India. The maiden Test series win Down Under in over 71 years has further intensified the demand for the on-air inventory.
The live and exclusive broadcaster in India for Kohli and Company’s tour of Australia, SPNI is excited with the gains from the T20 and the Test series. The commercial prospects for the upcoming three ODIs are a perfect icing on the cake.
“The Test series triumph is a natural spin off in the interest for the ODI series. After this historic win sponsors’ and advertisers’ interest the ODIs is much higher,” SPNI president Rohit Gupta told insidesport.co. “More brands willing to be associated with the winning team is natural.”
The broadcaster is in the comfort zone with high demand and fewer spots up for grabs. However, it will have no bearing of the commercial rates. “It (the ODI series) is not that premier like the IPL final that I will increase prices. The idea is just to increase the fill levels,” adds Gupta. He also dismisses the notion that the Test series has failed to deliver.
Even as Pro Kabaddi ruled the BARC ratings Top 5 charts for sports genre during the Test series, Gutpa says “the very competitive (Indian) team has delivered for all – the fans, the sponsors and off course for the broadcasters. Irrespective of the early morning starts, the ratings for the series are considered among the best for Test cricket.
“Overall the (Test) series has been very good for us from the sales perspective. Irrespective of the timings, the brand interest in Australia was very high because the India-Australia series is as intense as the India-Pakistan used to be once. The level of interest for India’s series win in Australia was exceptionally higher.
“It has been an excellent Test series for us from the viewership and the commercial perspective.”
The high of the Test series is spinning into the much-fancied limited overs game with new brands coming on board. The broadcaster is yet again eyeing major gains in revenues and viewership ratings.