Star Sports Network is reportedly seeking to spike ad rates for the upcoming Australia tour of India. The tour set to start on September 17 will feature five ODIs and three T20s and will be one of the hottest properties for the broadcaster after the recently concluded Champions Trophy.
The broadcaster is reportedly seeking Rs 9.5 lakh and Rs 11.75 lakh for a 10-second slots for the ODIs and T20s respectively, with about 7% to 10% buffer for negotiation, according to an exchange4media report.
“The Champions Trophy did really well for them in terms of TRPs. However, during the tournament, there were two matches between India and Pakistan which turned out to be a bonus. A reasonable rate for India vs. Australia should be Rs 4.25-4.50 lakh per 10 seconds for ODI and Rs 5.5-6 lakh per 10 seconds for T20,” the report has quoted an anonymous media planner as saying.
Star Sports seems to be banking on the Indian team’s performance in Sri Lanka. A high- profile tournament between India and Australia is sure to make ad rates climb up like bouncers and plenty of extras for the broadcaster.
“Media planners will be willing to pay some amount of premium because Australia is a stronger team than Sri Lanka and the matches coincide with the festive season. These 90 days are important for most of the brands, thanks to demonetisation. If the festive season is very important for some of the categories they may go ahead and buy it,” Dinesh Vyas, Associate VP (Planning), OMD, has been quoted as saying.
The broadcaster had also hiked their ad rates previously during the ICC Champions Trophy for the final match between the India and Pakistan. Various reports suggested that the hike was 5 times to that of the normal rates. As per various media reports, the spot buyers told that the broadcaster demanded around Rs 20 Lakh for a 10 second spot compared to the tournament average of Rs 4 Lakh for the same duration.
Being one of the elite properties, Cricket has been the best in terms of ROI for the broadcasters and the brands. No doubt, the increased demands amongst the brands to bank on it has allowed the broadcasters to surge the prices with the increasing demand.