homebusiness NewsTV spot ad rates surge to up to ₹35 lakh per 10 seconds ahead of India vs Australia World Cup final
TV spot ad rates surge to up to ₹35 lakh per 10 seconds ahead of India vs Australia World Cup final
According to industry sources, rates for Connected TV (CTV) and digital through Disney+ Hotstar too, has nearly doubled.
As India gears up to face Australia for the Finale of the ICC Men’s Cricket World Cup 2023 on November 19, the cost of a 10-second spot for advertisements has shot up to up to ₹35 lakh, according to sources in the advertising & media buying space. While the prices being quoted by Disney Star for a 10-second spot is around ₹30-35 lakh, this is being negotiation down to settle anywhere in the ₹25-35 lakh range, industry sources added.
Typically, around 70% of the inventory for the World Cup tournament is sold before it begins, with the remaining being filled at the tournament progresses. As things stand, for the final match between India and Australia, about 10-15 percent unsold inventory is remaining.
Rates for Connected TV (CTV) and digital through Disney+ Hotsar too, has nearly doubled, industry sources add. While for spot rates for CTV were governing around ₹5-6 lakh through the World Cup, this has doubled to nearly 8-10 lakh rupees for 10 seconds. Meanwhile, the ad rates for digital, which would be the Disney+ Hotstar app & Website is being quoted at around ₹500-600 CPM.
This comes after Disney+ Hotstar said that the India Vs New Zealand semi-finals match saw a record-breaking 5.3 crore peak concurrent viewers. The previous high was 4.4 crore viewers during the match against South Africa on November 5.
Those in the industry add that the Finals happening on Sunday could mean that viewership on both digital and TV will increase significantly, especially for TV, given many would be watching the match at home.
India has had an extremely successful streak throughout the tournament, pushing ad rates much higher for India matches over non-India matches. The rates through the tournament, have remaining higher for India matches, over non-matches by about 4-6 times, said Karan Taurani of Elara Capital, adding that the pricing was 2.5X higher for the semi finals as compared to playoffs, and will now be at least 30 percent higher for the final match.
While data for viewership so far on Disney Star channels has not been shared, Disney Starm, quoting BARC data had said that the first 34 World Cup matches drew 430 million viewers on TV.
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