Though media agencies were expecting a fall in ad-rates, Multi Screen Media (MSM), the official IPL broadcaster, which owns Sony Entertainment Television, has increased rates by 20% due to the reduction in the number of matches following the ouster of Sahara-owned Pune Warriors India.
Last year, MSM was charging Rs 4.5 lakh for a 10-second ad slot. This year, however, it will cost around Rs 5.5 lakh.
“The prices are up by 20% as this season most of the matches will be played at prime time because of lesser number of total matches,” said Rohit Gupta, president, network sales, MSM. “We are happy with the traction of advertisers and all of the major brands and old sponsors are on board this year too.” he added.
However, the ad rates might go down as there is a possibility that the IPL may move to South Africa or Sri Lanka following safety concerns due to the coinciding Lok Sabha elections.
“If the tournament shifts outside the country, ad rates will come down,” said Navin Khemka, media buyer at ZenithOptimedia which handles brands including Honda, Nestle and Toshiba.
Also, advertisers’ traffic might shift to news channels in April due to the Lok Sabha elections as brands invest heavily in such issues due to increased viewership. “Elections could spoil the brand traction for the tournament as a major chunk of media investments get diverted to news channels during elections,” Khemka added.