IPL 2023: Amid SLOWDOWN, concerns growing for Disney Star and Viacom18 on IPL 2023 AD-SALES, industry says ‘TOUGH TIMES’: Follow LIVE Updates

IPL 2023 LIVE Broadcast – IPL 2023 Advertisers: Few firsts will be clocked in Indian Premier League Season – 16 (IPL 2023).…

IPL 2023: Amid SLOWDOWN, concerns growing for Disney Star and Viacom18 on IPL 2023 AD-SALES, industry says 'TOUGH TIMES': Follow LIVE Updates

IPL 2023 LIVE Broadcast – IPL 2023 Advertisers: Few firsts will be clocked in Indian Premier League Season – 16 (IPL 2023). For the first time IPL will be broadcasted & Streamed LIVE on two different Sports MEDIA-HOUSES. Both Disney Star & Viacom18 officials have made claims of BETTER, BIGGER reach for IPL 2023. But such is the state of slowdown, that industry is predicting that both parties will struggle to sell IPL inventories this time: Follow IPL 2023 LIVE Updates & Indian Cricket LIVE Updates with InsideSport.IN

“9,500 crore from advertisers in 1 single tournament over 6-7 weeks – not a joke. The B2C tech brands which so far has been the biggest advertisers on IPL are down. Our initial talks tells us, they are shying away from it, will be more prudent on AD-Dollars. It surely will be struggle for Star & Viacom”, said top Industry executive when asked on the prospects of IPL Advertising.

“Brands stayed away from India SriLanka. India NewZealand is also struggle. In the current circumstances IPL advertising will also be impacted”, according to an top agency executive.

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IPL 2023: Amid SLOWDOWN, concerns growing for Disney Star and Viacom18 on IPL 2023 AD-SALES, industry says ‘TOUGH TIMES’: Follow LIVE Updates

Reasons why IPL Advertising may get impacted?

1) Significant ASK: Both Disney Star & Viacom put together are paying BCCI 9,500 crores as LICENSING FEE for the MEDIA RIGHTS. 75% of these monies will be attempted to generate from the ADVERTISERS. Are the advertisers ready to shell out such big amounts? Answer is NO.

The issue becomes more magnified as Disney STAR is asking for 20% increase on 10 SEC SPOT from the advertisers vis a vis last IPL.

Furthermore, Jio Cinema’s decision to offer the IPL free to all users will enhance the challenge for the broadcaster to sell their inventory to advertisers.

2) SLOWDOWN: India’s biggest media property is staring at multiple headwinds. The new-age advertisers are currently very cautious on any extra spends. They are the biggest backers of IPL. The SLOWDOWN has impacted them the most.

Will they spend as BIG as they use to? Answer at this stage is ‘DIFFICULT’ – but things may change in next two months.

Just sample the impact –

  • Star could sell less than 20% of their total inventory for India vs SriLanka series.
  • As per InsideSport report, advertiser interest on India vs NewZealand is also very low.
  • The broadcaster is unlikely to sell more than 40% of the total available inventory.
3) Increase in RATES: Despite slowdown in the market, Disney Star in its 1st pitch to the advertisers is asking for 20% increase on the IPL Rates. The network had commanded rates of 12 to 13 Lakhs per 10 seconds in IPL Season 15. Now the ask is 16 lakh to 17. 5 lakhs per 10-second spot. In exchange, Star Sports is promising increase in reach for IPL to 500MN.

IPL 2023 Disney Star – Why the rates are increasing? Disney Star India won the TV rights for IPL (2021-27 cycle) at Rs 23,575 crore in 2022. The broadcaster had paid Rs 16,347.5 crore in 2017 for a combined bid for TV and digital rights for the 2018-22 cycle, which means they paid approximately 36% more in 2022 & that too only for broadcast rights.

Now they don’t have DIGITAL RIGHTS for monetization.

So, if Disney Star paid much higher to secure the media rights, they must raise advertising rates in order to break even.

  • Previously, the cost per match, including digital rights, was approximately Rs 54 crore.
  • But this year, the price per match is Rs 57 crore only for TV.
  • So there is a 20% premium
  • According to industry estimates, DIGITAL LIVE Streaming packages will risen by 60-70%.

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IPL 2023 LIVE Streaming – What is Viacom18 Doing? Viacom18’s LIVE streaming destination will continue with its earlier strategy and provide IPL free to its users. Earlier for FIFA World Cup 2022 as well they had kept the streaming completely free.

This means they will lose on SUBSCRIPTION REVENUE and will only bank on advertising sales to recoup their spends.

Like Disney Star, Jio Cinema also has predicted that they will reach out to 500MN Audiences. It is learnt that Jio Cinema will have 15 feeds across multiple languages whileDisney Star plans to broadcast IPL on over 22 channels with 10+ feeds across multiple languages.

This means BIGGER, BOLDER & BETTER IPL will be their MANTRA for IPL 2023 LIVE Streaming. In a major move the official partner will stream the IPL Season 16 in 11 to 15 languages. The new addition to the IPL telecast in languages includes Bhojpuri. This as per InsideSport estimates, will add 30-40MN increase in audiences to existing IPL’s viewership.

Viacom18 (Sports18) bagged the IPL digital rights for the Indian subcontinent for a whopping sum of Rs 20,500 crore. On each IPL match their cost price is Rs 50 crore. According to some industry experts InsideSport spoke to, in the current circumstances it will be difficult for the RIGHTS HOLDER to even recover 50% of that price.

“Very steep is the ask. They are banking on the reach but the issues is some of the regular categories on cricket & IPL are struggling at this stage. In these difficult times, it is next to impossible for them to come anywhere closer to their buying price”, opined one industry veteran.

Follow IPL 2023 LIVE Updates & Indian Cricket LIVE Updates with InsideSport.IN

 
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