Star Sports set to charge INR 12.5 Lakhs for a 10-second ad during IPL 2020

The broadcaster has decided not to cut any of the prices when it comes to advertisement.

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Chennai Super Kings skipper MS Dhoni during a practice session. (Photo: Surjeet Yadav/IANS)

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The 13th season of the Indian Premier League (IPL) is about to get underway from September 19th. As the tournament has been shifted to UAE this year, the Indian fans are set to miss out on watching the live games from the stadiums. However, the television and digital viewership is expected to be an all-time high as lockdown is still in place with a lot of companies opting for ‘work from home’. The official broadcaster, Star Sports is also looking to capitalize on the opportunity and earn the maximum revenue out of it.

The broadcaster, who reportedly generated INR 3,000 crores revenue last year through advertisement, is looking to break all earlier records this season. Star Sports has finalized its pricing strategy. Despite the fact that due to coronavirus, most of the corporates are majorly affected, the channel has decided not to cut any of the prices when it comes to advertisement.

Star Sports is going to charge INR 8-10 lakh for every 10 seconds advertisement

As per a report in Economic Times, the channel is going to charge 12.5 lakh rupees for every 10 seconds advertisement. The broadcaster is eyeing ‘record viewership’ owing to the long break caused by the pandemic. The cricket fans have been restrained of any Indian cricketing action since February when the Indian team played their last series before the virus outbreak.

Star is paying a whopping amount of INR 3,270 crores for the season to BCCI as broadcasting rights. The apex board has not given any COVID-19 discount to the channel and due to the same reason, they are also not cutting down the prices of the advertisement. The channel reportedly charged INR 25 lakhs for a 10 seconds advertisement during the India-Pakistan World Cup game and 16-18 lakhs for the same slot during other World Cup games. Considering this, the IPL advertisement pricing is still reasonable.

The viewership in the 2019 season saw quite an increase in numbers. Last season generated a viewership of 424 million on television which comprises 51 percent of the total Television viewing population. The OTT platform has also become popular in recent times as the total views last year were 300 million.

“Our viewership of IPL on TV, as well as OTT platform, has grown year-on-year, and that will continue even this year,” Uday Shankar, president of Walt Disney Company APAC and chairman Star & Disney India, told Rediff.

“Also, for any company, which is looking at advertising, IPL provides the best and most-effective platform,” he added.