IPL 2021 Official Broadcaster – Disney Star to hike Ad Rates for IPL 2021: The 13th edition of the Indian Premier League (IPL 2020) was a super-duper hit and the official broadcaster of IPL 2021 is ready to leverage that. According to a report, Disney Star India is ready to hike ad-rates by almost 25% for the IPL 2021.
The Exchange4Media quoting sources has reported that Ad-Rates for IPL 2021 can increase up to 14 to 15 Lakhs for 10 Second. It is worth noting that for IPL 2020, Star India was charging 12 Lakhs per 10 Second which will now increase by 25% according to the said report.
Why Disney Star may increase advertising rates by 25-30% ?
– The IPL 2020 delivered block-buster and record television ratings.
– The delayed season of IPL surpassed the viewership of IPL 12 by 23% and a total viewership of 400 billion viewing minutes.
– According to the channel, IPL 2020 impressive viewership growth of 24 percent among women and 20 percent among children respectively.
– The advertising too witnessed an increase of 4% in ad volumes, according to Broadcast Audience Research Council (BARC) India.
This unprecedented success of IPL 2020 has led network to increase IPL AD rates.
“As of now, talks are only between junior-level employees of agencies and Star. However, Star will initiate formal meetings and float prices only after the BCCI announces the final schedule and match rates will also differ as per days and schedules,” informed another senior media planner on the condition of anonymity.
The source further added that Star has been making video calls aggressively, giving presentations and seeking a hike of almost 33% from last season.
IPL 2020 On-Air Sponsors
For the previous season, Star roped in 18 sponsors before the start of the tournament and also signed up 117 advertisers. Among the associate sponsors were Dream11, PhonePe, BYJU’S, VI, and Amazon, while the co-presenting sponsors were Mondelez, ITC Foods, Polycab, Diageo, P&G, Coca Cola, Hero, Facebook, KP Group, Daily Hunt, Samsung, Cred, and AMFI.
The ad rates for last season (IPL 13) were priced at Rs 12.5 lakh per 10 seconds, whereas ‘co-presenting sponsorships were sold for Rs 100-120 crore while ‘associate’ sponsorship was valued at Rs 50-60 crore.