MSM hikes IPL ad rates by 10–15%

Dinesh jain

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Indian Premier League (IPL)
broadcaster rights-holder Multi Screen Media
(MSM) is unperturbed by the presence of a high-
stake event like the ICC Cricket World Cup, which
is scheduled to be played in Australia and New
Zealand.

With the two events happening back-to-back as
in 2011, the stakes are higher for both Star India,
which will broadcast the event in India, and
MSM, to extract as much ad revenue as
possible. While Star is already in the market to
rope in advertisers for the event, MSM has also
hit the market to woo advertisers.

MSM president ad sales, network and telephony
Rohit Gupta said that the TV network has hiked
its ad rates by 10–15 per cent for the IPL
Season 8 as the ratings for the previous edition
were good.

“We are looking at a 10–15 per cent hike in rates
as the ratings last time around were good. The
number of sponsors will more or less be the
same as the last time. There will be two co-
presenting sponsors and around seven to eight
associate sponsors. There is no difference there.
We are in the closing stages of negotiations with
two to three clients,” Gupta told.

He points out to timings being a matter of
concern for advertisers. “Some matches start as
early as 3:30 am in New Zealand. Other matches
start at 6:30 am. Nobody is going to get up so
early especially for non-India games. Out of six
India matches in the group stage, three are
against weak opposition—Zimbabwe, UAE and
Afghanistan.”

For Gupta, the IPL has the edge in terms of
consistency in delivery. “Advertisers are assured
of a 4 rating. With the circumstances
surrounding the World Cup this time, I am not
sure how it will fare. It will certainly be less than
the 3.8 rating that the 2011 edition got.”

MSM hikes IPL ad rates by 10–15% | TelevisionPost.com
 
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