Advertisement spots for the match between arch rivals India and Pakistan, scheduled to take place this Saturday, are selling like hot cakes.
The domestic Twenty20 league spot fixing controversy notwithstanding, advertisers are still batting with cricket. More than 40 companies, including Pepsi, Hindustan Unilever, Tata Motors and Bharti Airtel have signed up.
Media industry analysts said advertisers’ response to the ICC Champions Trophy was “mild” and the broadcaster was charging around R2.2 lakh for a 10-second ad spot. However, the sudden rush for Indo-Pak match has pushed ad rates to R6.5-7 lakh per 10 second.
"The Indo-Pak match is the hottest platform for advertisers on TV,” said Navin Khemka, partner, ZenithOptimedia. “The calculation is simple — maximum eyeballs, maximum emotions and maximum impact."
Sports broadcaster ESPN Software India has sold out the entire inventory after witnessing extensive brand clutter for the tiff. "We are receiving a very positive response from advertisers," said Sanjay Kailash, executive vice-president, ESPN Software India.