The seventh season of the domestic T-20 league that received lukewarm response from advertisers is finally seeing some action.
With few more matches to go, the advertising rates for the last four matches have soared four-fold. SET Max, the official broadcaster of the event, is selling 10 second spots for Rs 20 lakh, starting from May 27 to June 1.
“We are charging Rs 20 lakh for the last four matches,” said Rohit Gupta, president, network sales for Multi Screen Media, the company that owns SET Max. “The final matches always deliver two-three times more than the average tournament.”
While leading entities such as Godrej Group, Panasonic and Samsung ditched the event this season, Gupta did not disclose names of advertisers investing in the final four matches. Other sponsors including Karbonn Mobile, Parle, Amul, Havells paid about Rs 5 lakh to purchase slots for the initial matches.
However, the disappointing viewership rating highlights the mismatch between ad-rates and TV ratings. The league, which had a television rating point (TRP) of 3.8 in the previous season, has seen a 7-8% drop in ratings.
“The current rating stands between three and four points, which highlights no significant increase in viewership,” said Navin Khemka, media buyer at ZenithOptimedia, a media buying firm which handles brands including Nestle, Olx.com, Karbonn among others. “Considering the prices for the last four matches and falling TRPs, it is better to spread visibility over larger number of matches (in the last two crucial weeks) for better return on investments.”
Buyers of commercial time for the last four matches include Amazon India, Snapdeal, Flipkart.com and Go Daddy from the list of total 16 to 18 sponsors.
“There are always such advertisers who may not want to be present throughout the tournament but are ready to pay the premium on the final matches when viewership is maximum,” said a media buyer from Madison India requesting anonymity.
While the official broadcaster collected Rs 15 lakh per 10 seconds of ad time during the last four matches last season, the slot rate has not gone up substantially since 2011 when slots were sold for as high as Rs 18 lakh.