Disney Star, the official television broadcaster of the Indian Premier League (IPL) 2023-27, has increased ad prices for the playoffs of the ongoing season and is charging a premium for the competition’s second leg.
The broadcaster is aiming for INR 20-24 lakh for a 10-second ad spot throughout the playoffs, according to numerous sources. Ad rates for league matches range between INR 15-16 lakh every 10 seconds.
Senior Media Planner on the condition of anonymity, said, “The broadcaster is seeking Rs 20-24 lakh for a 10-second ad spot. This is a tentative price; the transaction may close around Rs 20-22 lakh depending on the type of deal.”
He also claimed that if a marketer wishes to purchase a space on all of the matches (combo agreement), the broadcaster will most likely conclude the transaction between INR 20-22 lakh.
Another top media planner stated that the broadcaster is now in talks with numerous brands and that the deals will most likely be finished by next week.
“Every year, broadcasters raise ad rates for the final matches due to the high level of interest during the playoffs,” said a senior media planner. He further said, “There will be advertisers who want to buy spots on the final matches because advertisers understand that IPL matches to reach a large number of people, especially during the finale.”
Furthermore, after the commencement of the season, Disney Star has added four new sponsors, and the channel reports that conversations are underway to bring in a few more firms. Since the start of the IPL, Star Sports has signed up around 40 businesses spanning 7-8 categories.
This season, Star Sports has partnered with around 95 brands in the IPL. Nearly 45 of these brands are new to the IPL; they were not present in previous seasons. This season has seen the introduction of numerous new categories, ranging from FMCG products such as biscuits, dry fruits, and dairy products to brick-and-mortar-driven construction products, mobility-driven categories such as travel luggage and online travel booking, and family-driven products such as jewellery, ethnic wear, and kitchen appliances.
For the 16th IPL season, Disney Star now has 16 sponsors, including Dream11, Kamala Pasand, Airtel, Coke, Parle, Mountain Dew, Asian Paints, Tata Neu, Mondelelz, Britannia, Rupay, Jindal Steel, Rapido, Amul, Ultratech and Vanessa.