India vs Zimbabwe T20I: Heavy discounts on TV ad slots?
The T20 bilateral series between India and Zimbabwe, which ended on Sunday with India securing a dominant 4-1 win, saw TV advertising slots sold at highly discounted prices in contrast to major cricketing events like the recently concluded ICC T20 World Cup and the Indian Premier League (IPL) held earlier this year. Sony Sports Network, the official broadcaster of the India-Zimbabwe T20I series, kept the television ad rate for the series at Rs 2.5 lakh to Rs 3 lakh per 10 seconds, reliable sources told exchange4media. The rates are much lower than those fixed for the other prominent cricketing events this year.
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TV ad spots for IPL 2024 were kept at Rs 12.8 lakh per 10 seconds for SD channels and at Rs 5.45 lakh per 10 seconds for HD channels.
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For ICC T20 World Cup, the TV ad rates were sold at Rs 6.4 lakh for both SD and HD channels. However, the 28 key matches were priced at Rs 11.25 lakh while best six India and knockout matches plus 12 prime time matches were priced at Rs 13.8 lakh. The craze for the T20 World Cup was evident with ad rates for the India vs Pakistan match touching Rs 50 lakh per 10 second. According to industry insiders, the T20 bilateral series between India and Zimbabwe had a lower ad rate as it experienced a diminished advertiser interest due to the timing of the sporting event which fell after the two mega cricketing events – IPL and T20 World Cup- and just before the festive season where brands go all in. “Ad rates are a challenge. Demand is not very high for bilateral matches, which are mostly difficult. The markets tend to slow down during monsoons and already two big cricket events have happened so the interest reduces,” said an industry expert. Expressing a similar view, another marketer said that many brands also park their budgets for the festive season. “This is pre-festive time. August onwards the brands will start investing heavily. So that’s one reason brands are not too keen on this bilateral. The timing is to be blamed for it. Big money has also been spent on the T20 World Cup. The excitement was palpable there. So, this series definitely witnessed lesser takers,” said the marketer. According to experts, male TG brands are the ones that are usually regular and interested in spending during all kinds of sporting events, irrespective of the timing. Like tyres, auto sector, gaming etc., said the expert. The five-match series between India and Zimbabwe concluded on Sunday with India registering a dominant win of 4-1. For more updates, be socially connected with us on
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Tags : Sony India Vs Zimbabwe T201 Cricket Matches Sony Sports Network Ad Rates