Sony breaches ₹ 250 crore threshold for FIFA World Cup ad sales

Sony Pictures Network India - InsideSport

Sony Pictures Network has comfortably reached its goals for the FIFA World Cup 2018 ad sales.

The officials and exclusive broadcaster for the FIFA World Cup 2018 in India have exhausted all its inventory for television. There has been a rise in the demand following the first week television ratings, but the inventory for television is already sold out.

InsideSport.co has reliably learnt that Sony has reached its ₹200 crore revenue target for television. Another ₹ 50 crores have come from the digital.

“There is an unprecedented demand for football this time. Sponsors are paying up to ₹ 5 lakh for a 10-second spot. This kind of numbers were unheard of in any sport other than cricket. Sponsors are happy to pay this much, but there is no inventory left,” a source has confirmed to insidesport.co on condition of anonymity.

Sony is broadcasting the FIFA World Cup live in six languages – English world feed on Sony Ten 2 channels, Hindi commentary on Sony Ten 3 channels and four regional language broadcasts (Tamil, Telugu, Malayalam and Bengali) on Sony ESPN. All the six language feeds are streamed live on SonyLIV app and Sony.com.

Sony has pitched the FIFA World Cup campaign as “Meri Doosri Country”. Football fans, while rooting for their “Doosri Country” have breached all the previous World Cup audience marks in India. The World Cup live broadcast on Sony TV Network has absolutely dominated the sports genre BARC television ratings for week 25 (June 16 to June 23).

Sony, the broadcast destination over the next few months for sports lovers in India, will be broadcasting the India cricket team’s tour of England and the FIFA World Cup simultaneously for the next two weeks.

There is also a clash of timings for the World Cup and the cricket live action from India’s tour of England. This in no way has affected Sony TV’s ad sales targets for the two precious properties – both sold out absolutely.


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