T20 World Cup 2022: Massive jump in advertisement rates ahead of India-Pakistan clash

Ahead of the much awaited encounter between arch-rivals India and Pakistan, the advertisement rates have shot up for the ICC T20 World Cup match in Melbourne, Australia. Adding to this, the ongoing war of words between the two boards (BCCI and PCB) and the festive season have also added in the surge of ad rates of Asian clash on the grand stage down under.

Much prior to the fixture, broadcasters were in doubts over the revenue of the tournament due to the unfavourable timing of Indian matches as it is held in Australia. With most of the matches happening in the afternoon as per (IST), questions were raised by the broadcasters as to how the profits would be made.

Uptick in advertisement rates ahead of T20 World Cup clash

However, a clash such as India-Pakistan always has massive following worldwide and helps in the uptick of advertisements. Many can recall the famous ‘Mauka-Mauka’ advertisement wherein a Pakistani fan spends 20 years of his life in the hope that his national side would triumph over team India by ending their winning streak. The campaign was a massive hit and created a strong viewership base across all the competitions (ICC and ACC) that the two sides participated in.

Moreover, considering that Disney+ Hotstar has taken the digital rights, the growth is likely to bring in more ad revenue. Ad rates on digital are higher (20-25%) than last year’s T20 World Cup at Rs 250 CPM (cost per mille/thousand impressions). The same fixture last year garnered 12 million viewers in the digital platform, and it is expected to rise for this year’s clash.

The heated exchange of words from BCCI for not traveling to Pakistan for the Asia Cup 2023 and working on a neutral venue has triggered the PCB to make controversial statements too, from their end. This has further electrified the event and fans are keen to witness what transpires in the high-octane clash on Sunday at the iconic Melbourne Cricket Ground.