Neo Cricket may earn Rs 1 bn as ad rev from England series

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(17 September 2011 9:30 pm)

MUMBAI: Neo Cricket may earn Rs 1 billion as advertising revenue from the home series coming up against England, according to preliminary estimates made by

A softening of ad rates since the cricket World Cup and the Indian Premier League (IPL) will impact the revenues but an upside is expected if India’s performance improves.

Being held in the festive season, the gains can be strong. However, Neo will then have to take the risk of keeping a chunk of its ad inventory aside for later consumption.

The England series will also set the pace for the West Indies series,a longer duration contest, that follows.

India plays five ODIs and one Twenty20 International against England.The West Indies contest will involve three Test matches and five ODIs.

Lodestar UN is negotiating with Neo on behalf of clients like Tata Docomo. “We are considering the series for some of our clients including Tata Docomo. A good performance from India will see an improvement in sentiment. It is also happening during the festive season. Due to economic indicators, the sentiment is not as upbeat as earlier but companies will still want to leverage this season,” said Lodestar UN chief operating officer Anamika Mehta.

Neo Cricket is said to be asking for around Rs 450,000 for a spot for the England ODIs.

Madison Media Group CEO Punitha Arumugam believes in a cautionary environment, it will be harder for the broadcaster to achieve their targets compared to previous years. “Companies are closely looking at ROIs. Most of the non FMCG sectors including real estate are feeling the pinch. The festive season is not looking as gung ho as in previous years. The stock market is down, the Reserve Bank of India has hiked rates, petrol prices are up and there is inflationary pressure. All that has resulted in a negative sentiment,” she said.

Added Mehta: “With so much cricket happening, it is making it harder for cricket broadcasters to get the desired revenue from a series.”

While not talking about figures and rates, Neo Sports Broadcast COO Prasanna Krishnan is confident of getting a good response. “It is becoming an event series. It is being positioned and perceived by fans as a revenge series. It is also happening during the festive season when advertisers spend money. They will negotiate harder this time around, but they will not cut back,” he said.

The start to the England series will be important. “If it is good, then there will be more traction even for the West Indies series. I expect active negotiations for the West Indies series to happen two weeks before the event,” said Mehta.

Arumugam believes the England series will fetch higher rates than India’s contest against the West Indies. “There will be more demand for the England series as it is happening during the festive season. England is also a stronger team,” she said.
This time surely india will bounce back and good profits to neo cricket.
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