All IPL spots sold even before a ball is bowled
MUMBAI: With the IPL starting in three days, Sony has achieved what Fox had a week ahead of the Super Bowl: Sell all advertising spots prior to the kick-off of the year’s biggest TV event.
For the tenth edition of the world’s richest cricketing league beginning April 5, Sony Pictures Networks India (SPN) crossed its target of Rs 1,300 crore in advertising revenue from the city-specific tournament.
The IPL broadcaster has added Parle Biscuits and Maruti Suzuki as associate sponsors, taking the tally of patrons for the T-20 league to 14 companies.
“IPL is growing every year — even in its 10th year — and this has been by far the best year. We have got the highest number of sponsors this time, including three co-presenting and 11 associates,” said Rohit Gupta, president of network sales and international business at SPN.
ET had first reported that the broadcaster roped in Chinese mobile handset maker Vivo, mobile-service provider Vodafone and ecommerce major Amazon as co-presenting sponsors: CEAT Tyres, Vimal Pan Masala, Yamaha Motors, Parle Agro’s Frooti, Yes Bank, Polycab, Voltas, Havells, and MakeMyTrip are associate sponsors.
SPN has already sold out its entire inventory, Gupta said. “We don’t have anything else remaining, except for a few seconds in semi-finals and finals.
Last year, those went at Rs 16-18 lakh per 10 seconds, this year they may go up to Rs 20 lakh. But that is a notional number and as the inventory is miniscule, it will not reflect much in the overall number,” he said.
Earlier, he had said that SPN would keep at least 15-20% of the available spots for later stages. “Every year, we face a situation where advertisers want to buy spots at a premium, but we do not have inventory.
This time, we decided to keep 15-20% of the inventory for advertisers to buy at later stage, but that too has been sold,” he said.
IPL has been the biggest platform for several brands in India, as it is the most popular sporting event in the country.
From Chinese mobile handset makers such as Oppo and Vivo to homegrown companies Micromax and Karbonn, IPL has been the preferred vehicle for companies across industries to reach out to consumers. Vodafone created special characters, such as ZooZoos, to promote its value added services during IPL, which was also the vehicle Amazon used to win consumers in the cricket-obsessed South Asian nation.
A typical IPL match has adinventory of 2,300 seconds: Vivo, which replaced Oppo as the presenting sponsor this year, has made a commitment for 300 seconds of airtime per match. Other presenting sponsors have committed over 210 seconds each, while all associate sponsors are given 120 seconds.
This season, SPN raised the spot rates by 15% to Rs 6.25 lakh, which did not deter the advertisers. Co-presenting sponsors are paying SPN Rs 5.2 lakh per 10 seconds of advertisement.
For the tenth edition of the world’s richest cricketing league beginning April 5, Sony Pictures Networks India (SPN) crossed its target of Rs 1,300 crore in advertising revenue from the city-specific tournament.
The IPL broadcaster has added Parle Biscuits and Maruti Suzuki as associate sponsors, taking the tally of patrons for the T-20 league to 14 companies.
“IPL is growing every year — even in its 10th year — and this has been by far the best year. We have got the highest number of sponsors this time, including three co-presenting and 11 associates,” said Rohit Gupta, president of network sales and international business at SPN.
ET had first reported that the broadcaster roped in Chinese mobile handset maker Vivo, mobile-service provider Vodafone and ecommerce major Amazon as co-presenting sponsors: CEAT Tyres, Vimal Pan Masala, Yamaha Motors, Parle Agro’s Frooti, Yes Bank, Polycab, Voltas, Havells, and MakeMyTrip are associate sponsors.
SPN has already sold out its entire inventory, Gupta said. “We don’t have anything else remaining, except for a few seconds in semi-finals and finals.
Last year, those went at Rs 16-18 lakh per 10 seconds, this year they may go up to Rs 20 lakh. But that is a notional number and as the inventory is miniscule, it will not reflect much in the overall number,” he said.
Earlier, he had said that SPN would keep at least 15-20% of the available spots for later stages. “Every year, we face a situation where advertisers want to buy spots at a premium, but we do not have inventory.
This time, we decided to keep 15-20% of the inventory for advertisers to buy at later stage, but that too has been sold,” he said.
IPL has been the biggest platform for several brands in India, as it is the most popular sporting event in the country.
From Chinese mobile handset makers such as Oppo and Vivo to homegrown companies Micromax and Karbonn, IPL has been the preferred vehicle for companies across industries to reach out to consumers. Vodafone created special characters, such as ZooZoos, to promote its value added services during IPL, which was also the vehicle Amazon used to win consumers in the cricket-obsessed South Asian nation.
A typical IPL match has adinventory of 2,300 seconds: Vivo, which replaced Oppo as the presenting sponsor this year, has made a commitment for 300 seconds of airtime per match. Other presenting sponsors have committed over 210 seconds each, while all associate sponsors are given 120 seconds.
This season, SPN raised the spot rates by 15% to Rs 6.25 lakh, which did not deter the advertisers. Co-presenting sponsors are paying SPN Rs 5.2 lakh per 10 seconds of advertisement.
