IPL 2021 Phase 2 – Star Sports demanding increase in IPL advertising

IPL 2021 Phase 2: 5 Sponsors pullout notwithstanding, Star Sports demanding 10-15% increase in IPL advertising spots
IPL 2021 Phase 2: 5 Sponsors pullout notwithstanding, Star Sports demanding 10-15% increase in IPL advertising spots

IPL 2021 Phase 2 – Star Sports IPL Advertising: IPL 2021 Phase 2 in UAE is less than 3 weeks away and official broadcast partner Star Sports is striking rich deals for remaining advertising spots. This is despite of 5 of the top brands deciding to discontinue their sponsorship deals with the broadcaster on account of postponement of the tournament. According to the information available from industry sources, Star Sports is demanding & commanding almost 10-15% hike in rates in comparison to Phase 1. Almost 90% ad inventory for the remaining 31 matches have been booked.

According to the information available with InsideSport.co, In April i.e Phase 1 of IPL, Disney Star had 17 confirmed sponsors. However, five sponsors Just Dial, Upstox, Frooti, Vodafone-Idea, Groww, and Havells Fans– have decided not to continue with their sponsorship deals due to the postponement of the tournament. Industry big-wigs informed InsideSport.co that some of the brands who had pulled out of the deals are negotiating fresh deals with the broadcaster.

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Despite of these pull outs – according to an industry source, Star Sports is asking almost 15 to 15.5 Lakh per 10 second rates for spot buys in the market. Earlier in Phase 1 Star was selling spots for 13 to 13.5 Lakhs for 10 seconds.

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“Inventory is too less, brands who had missed out will latch on to spot buys, especially those brands who are releasing their product campaigns during or near to IPL in UAE. Star will easily get advertisers even at the increased rates & pull out by some of the advertisers will not matter much”, declared one of the top media-buyers in the country.

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IPL 2021 Phase 2: Star Sports hikes spot buy rates for remaining matches by 10-15%

According to a TAM Sports report, 90+ advertisers and 165+ brands were advertising on Star’s TV network for the IPL 2021 in Phase 1.

Meanwhile, the other 12 sponsors Dream11, Byju’s and PhonePe as co-presenting sponsors besides Bingo, Kamla Pasand, AMFI, Asian Paints, Amazon Prime, Cadbury Dairy Milk, Thums Up, Garnier Men and Cred as associate sponsors are continuing the advertising association on IPL 2021.

At the time of the postponement of IPL 2021, Star Sports had communicated to its sponsors and spot buyers that they need to pay only for the ad inventory which they have consumed. It had also given an option to sponsors and spot buyers to either continue their deals or come back as and when the remainder part of the IPL resumes. The sponsors also had the first right of refusal for the second phase of the IPL.

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“Subsequently, majority of the advertisers, comprising 77% of the ad inventory, had decided to continue their deals. Thus, the broadcaster had to sell only 23% inventory for the remaining 31 matches. Star Sports has sold an additional 8% inventory to take the total sold inventory to 85%,” the source revealed.

IPL 2021 Phase 2 – Star Sports New Campaign: The remainder part of IPL 2021 season will be played between 19th September and 15th October in the United Arab Emirates (UAE). A total of 31 matches will be played during the 27-day window. There will be 7 double headers (5 matches already played in India — total of 12 matches) with the first match starting at 3:30 PM IST All evening matches will start at 7:30 PM IST

Star Sports has kick-started the IPL 2021 with their very interesting new campaign – ‘India Ka Apna Mantra’. Through the aperture of VIVO IPL, the campaign is seen saluting the attitude of a generation that is redefining conventional rules of the game to overcome seemingly insurmountable challenges. VIVO IPL stars too, faced with on-field challenges, have set aside conventional wisdom to devise their own ‘Mantra’ to achieve glory. From Rohit Sharma’s hunger for continued success to Virat Kohli channelling his aggression to be called ‘King’, VIVO IPL has spawned many such mantras.

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The 14th season, which was postponed in May this year in the wake of the pandemic, will resume on 19th September in Dubai with a blockbuster clash between Chennai Super Kings and Mumbai Indians. In all, 13 matches will be held in Dubai, 10 in Sharjah and 8 in Abu Dhabi.

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