Advertisers are flocking to the T20 World Cup, fueled by Disney Star’s recent announcement of free streaming for the event. Media agency executives and industry experts anticipate a record-breaking Rs 2,000 crore in advertising revenue for the 2024 tournament, double the amount from the 2022 edition.
The T20 World Cup, beginning on June 1, will be hosted by the US and West Indies. Thanks to the heightened interest and expansive coverage, the event is poised to be a lucrative platform for advertisers. Disney Star, which holds both digital and television rights under a $3-billion deal with the International Cricket Council (ICC) for the 2024-2027 cycle, is at the forefront of this advertising surge.
In 2022, Disney Star generated approximately Rs 1,000 crore in advertising revenue from the T20 World Cup. This year, with 55 matches across 10 venues and 20 participating teams—an increase from 16 teams in 2022—the stage is set for even greater advertising opportunities. England, the defending champions, will face fierce competition, promising exciting viewership.
“The T20 World Cup this year coincides with a peak in cricket viewership, evident from the ongoing Indian Premier League (IPL) breaking previous records in both digital and TV viewership,” said Sajal Gupta, CEO of Gurugram-based Kiaos Marketing. The IPL’s TV reach for the first 51 matches has already surpassed last season’s audience reach of 505 million, standing at 510 million viewers. Digital reach is also on track to exceed the previous season’s 450 million, having reached 383 million for the first 29 matches.
Major advertisers, including Coca-Cola, Amul, and IndusInd Bank—global ICC partners—are likely to secure advertising slots with Disney Star for the T20 World Cup. The broadcaster is also engaging with advertisers across sectors such as fast-moving consumer goods (FMCG), automotive, retail, and durables to capitalize on the current cricket frenzy.
Ajit Varghese, head of network advertising sales at Disney Star, outlined their strategy: “We aim to make the tournament accessible on all screens—TV and digital. Our discussions are client-centric, ensuring customized offerings and audience engagement initiatives for advertisers.”
Competitive ad rates for the T20 World Cup have been set at Rs 6.2 lakh per 10 seconds for TV sponsors and Rs 6.4 lakh per 10 seconds for spot buyers, compared to the Rs 9-10 lakh per 10 seconds in 2022. Experts believe this pricing strategy is designed to maintain ad volumes despite the high ad inventory prices. However, rates for India matches and knockout games are higher, ranging from Rs 13-26 lakh per 10 seconds on television. On digital platforms, the cost per thousand impressions (CPM) is Rs 230, rising to Rs 500 per 10 seconds for India and playoff matches.
With cricket viewership at an all-time high and strategic pricing in place, the T20 World Cup is set to be a landmark event for advertisers and viewers alike.
