Sachin Tendulkar's 200th Test will arguably be the biggest cricketing event ever and ESPN, the official broadcaster, is selling the on-air advertisement slots for Rs. 1.2 lakh per 10-second slot compared to the usual rate for a Test series of Rs. 40,000-50,000.
"The broadcaster was expected to charge 300% premium considering that it is Sachin's last series. The day will be marked in the history of ad-world as well and cash rich brands will not miss the event," said Navin Khemka, partner, ZenithOptimedia, a media buying agency.
The ESPN spokesperson did not respond to calls and messages.
All selling out
Almost every brand that Tendulkar endorses has either bought slots or is in the process of final negotiations. "We have initiated the production of a special series of inverters and we would also be giving away a 200-day extra warranty on the range bought during the five days of the Test," said Manish Pant, managing director, Luminous Power Technologies, which is endorsed by Tendulkar.
To commemorate the occasion, brands would be increasing advertising spends on television, digital media and print, to be seen more pro-actively associated with Tendulkar during his swan song.
"Toshiba will roll out a surround campaign across TV, online and print," said Khemka, whose firm handles media planning for Toshiba. Adidas will celebrate his final cricketing landmark with the campaign 'SRTforever'. Coca Cola is also expected to launch a special series of products or new campaigns based on tendulkar.
Though his brand value is expected to fall over 30% immediately, the iconic status is set stay to intact, say brand experts.