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New Delhi: Time-zone difference between India and West Indies coupled with the absence of star
cricketers like Tendulkar, Yuvraj, Gambhir, among
others, from ODI and T20 squads have adversely
impacted advertisers interest in India’s upcoming tour of West Indies with spot rates witnessing
50-55% dip compared to the recently concluded
cricket tournaments in 2011 including the World
Cup. Ten Cricket, the host broadcaster for the India-West
Indies tour, expects around R70 crore in
advertising revenue from the series, almost half of
what it generated during India's tour of South
Africa before the World Cup with similar itinerary. India is scheduled to play three Test matches, five
one-day internationals (ODI) and one T20 match on
its tour beginning June 4. According to media agencies, advertisers have not
shown enough enthusiasm in associating with the
broadcast primarily because of the absence of key
cricketers from its T20 and ODI squads and the
awkward telecast timings. “For the ODIs, the per 10-second ad rates are hovering around R 2 lakh,
more than half of the average spot rates during the
World Cup and around 35% lower than the India-
South Africa series,” a senior media planner from a Gurgaon-based agency said requesting anonymity.
However, advertisers have queued up for the only
T20 match slated for June 4 which is expected to
generate revenues of R6-8 crore for the host
broadcaster — Ten Cricket, sources said. But Ten Cricket management sees opportunity even
in the depleted Indian cricket squad. “This team will be the nucleus of the next World Cup squad, we
feel. And that is the positioning we are taking.
Advertisers are enthusiastic about the series and
we are closing the deals soon,” Atul Pande, CEO, Ten Sports told FE. However, Pande
conceded that the time-zone difference between
India and the West Indies would push most of the
ODI and Test matches beyond 10.30 pm, ending
around 2 am, making it inconvenient for certain
advertisers. “However, we will have at least six sponsors among other advertisers,” Pande said. Sources said that Ten Sports stable is also actively
looking at launching a high definition (HD) feed of
the channel during the series to keep alive the
interest of both advertisers and viewers. It will be
branded as a separate channel tentatively called
Ten Cricket HD. Last two years have been high on cricketing
fixtures which in turn has diverted around R3,000
crore of television-advertising moolah on the
sports channels like ESPN, Star Cricket, Star Sports,
Set Max, Neo Cricket, Ten Cricket and Ten Sports.
The recently concluded IPL-4 is estimated to have generated around R900 crore worth of advertising
revenue for Set Max.
Sorce- http://www.financialexpress.com/news/advertisers-shy-away-from-indias-west-indies-tour/798143/0
cricketers like Tendulkar, Yuvraj, Gambhir, among
others, from ODI and T20 squads have adversely
impacted advertisers interest in India’s upcoming tour of West Indies with spot rates witnessing
50-55% dip compared to the recently concluded
cricket tournaments in 2011 including the World
Cup. Ten Cricket, the host broadcaster for the India-West
Indies tour, expects around R70 crore in
advertising revenue from the series, almost half of
what it generated during India's tour of South
Africa before the World Cup with similar itinerary. India is scheduled to play three Test matches, five
one-day internationals (ODI) and one T20 match on
its tour beginning June 4. According to media agencies, advertisers have not
shown enough enthusiasm in associating with the
broadcast primarily because of the absence of key
cricketers from its T20 and ODI squads and the
awkward telecast timings. “For the ODIs, the per 10-second ad rates are hovering around R 2 lakh,
more than half of the average spot rates during the
World Cup and around 35% lower than the India-
South Africa series,” a senior media planner from a Gurgaon-based agency said requesting anonymity.
However, advertisers have queued up for the only
T20 match slated for June 4 which is expected to
generate revenues of R6-8 crore for the host
broadcaster — Ten Cricket, sources said. But Ten Cricket management sees opportunity even
in the depleted Indian cricket squad. “This team will be the nucleus of the next World Cup squad, we
feel. And that is the positioning we are taking.
Advertisers are enthusiastic about the series and
we are closing the deals soon,” Atul Pande, CEO, Ten Sports told FE. However, Pande
conceded that the time-zone difference between
India and the West Indies would push most of the
ODI and Test matches beyond 10.30 pm, ending
around 2 am, making it inconvenient for certain
advertisers. “However, we will have at least six sponsors among other advertisers,” Pande said. Sources said that Ten Sports stable is also actively
looking at launching a high definition (HD) feed of
the channel during the series to keep alive the
interest of both advertisers and viewers. It will be
branded as a separate channel tentatively called
Ten Cricket HD. Last two years have been high on cricketing
fixtures which in turn has diverted around R3,000
crore of television-advertising moolah on the
sports channels like ESPN, Star Cricket, Star Sports,
Set Max, Neo Cricket, Ten Cricket and Ten Sports.
The recently concluded IPL-4 is estimated to have generated around R900 crore worth of advertising
revenue for Set Max.
Sorce- http://www.financialexpress.com/news/advertisers-shy-away-from-indias-west-indies-tour/798143/0
