With India qualifying for the Super 8 stage of the ongoing ICC Men’s T20 World Cup, advertisers are in a frenzy to secure TV ad slots for the crucial India matches. According to industry sources, brands are willing to pay up to a 200% premium for these highly coveted ad spots, reflecting the intense excitement and broad viewership associated with India’s games.
In major tournaments like this, about 70% of the ad inventory is typically sold at the beginning. However, 15% is reserved for later stages, sold at a premium ranging from 50% to 200%, depending on the match’s significance and the competing teams. For instance, the premium soared to 200% for the highly anticipated India-Pakistan match, and similar rates are expected if India faces off against Australia.
A senior industry expert, preferring to remain anonymous, highlighted the strategic approach to ad inventory sales. “The inventory kept for bidding sees significant premiums, especially for high-stakes matches. The India-Pakistan game commanded a 200% premium, and similar rates apply for matches against other top teams.”
Despite maintaining the same ad rates as the last T20 World Cup, the official broadcaster Disney Star and Disney+ Hotstar have experienced a surge in demand for TV ad slots. The extensive reach of television, particularly for key India matches, has prompted many brands, especially from the FMCG sector, to invest heavily in TV advertising.
An industry insider mentioned, “Television’s broad reach makes it a preferred medium for advertisers. Brands are willing to pay high premiums to secure ad slots, especially during crucial India matches, which attract massive viewership across both SD and HD feeds.”
Currently, TV inventory for key matches on Star Sports is nearly sold out. Limited slots are available for the knockout rounds, including the semi-finals and finals, as India continues to perform strongly in the tournament. New advertisers, spanning categories such as mutual fund investments, paints, e-commerce, OTT platforms, and automobiles, have also joined the fray.
Vinay Hegde, Chief Buying Officer at Madison World, shared insights on the market dynamics: “The World Cup generates significant interest, especially with India’s participation alongside teams like Australia and England. While some matches fall in non-prime time slots due to the overseas location, the expectation is that India will make it to the finals, potentially triggering a last-minute scramble for ad slots.”
As India gears up to play three matches in five days in the Super 8 stage, the competition intensifies. The other group, featuring hosts West Indies, England, and South Africa, also promises thrilling clashes as teams vie for a spot in the semi-finals.
With high stakes and mounting excitement, the demand for TV ad inventory in the T20 World Cup highlights the critical role of sports in driving advertising investments and audience engagement.
