The ICC Men’s T20 World Cup, boasting an estimated total viewership of 850 million across linear and digital platforms, presents a significant opportunity for advertisers. However, media planners indicate that demand for ad slots this year has waned compared to the previous World Cup, leading to a potential 15-20% drop in TV ad rates.
“TV rates are expected to drop due to cricket fatigue, historically low spending seasons, and budget constraints,” said Vaibhav Choudhari, Vice President – West, Carat India. The fatigue stems from the World Cup following closely after the IPL, a long and high-investment event. Historically, June-July is a slower business period, and many advertisers who invested heavily in the IPL are now conserving budgets for the festive season for better ROI.
Current discussions with vendors show ad rate packages are already lower than last year. Additionally, a possible drop in viewership due to match timings will impact sales. While regular sponsors like RMG apps and pan masala brands may participate, Choudhari noted that selling inventory without significantly slashing prices will be challenging.
The ad rates for an associate sponsorship range from Rs 6-7 lakhs for a 10-second exposure on linear TV, and CPM for digital ranges between Rs 250-800 depending on the targeting cohort. Despite the challenges, there is optimism due to the increased number of matches. Out of the 55 matches in the tournament, 28 are prime-time (8 PM IST) matches, including all India matches and the knockout stage. These prime-time slots are priced at 4x the rate of non-prime time slots due to higher viewership, especially for India matches which attract 45-50% more viewers.
The advertising inventory will be utilized not only during live sports viewing but also across game-related content and scorecard tracking. Post-match analysis, pre-match discussions, and engaging fans with memorable moments present additional opportunities for advertisers, according to Maanesh Vasudeo, CEO Media, LS Digital.
Disney+Hotstar has expanded opportunities for advertisers through its self-serve options and partnership with Google. While demand for this year’s event is not as high, the increased number of matches could help achieve revenue levels similar to the previous season. The global telecast might also attract more international viewers, leading to additional revenue from advertisers outside India.
From the 2022 T20 World Cup, Disney Star earned an estimated combined (TV and digital) ad revenue of Rs 700 crore. With DD Sports also telecasting matches, viewership dispersion from DD feed is between 6-9%, driven predominantly by tier 3 and 4 cities and rural areas, offering advertisers a way to connect with these audiences.
The trend shows a mix of consumer-centric brands from sectors like FMCG and BFSI participating, including Dream 11, Maruti, AMFI, Parle Products, and more. Advertisers must optimally disperse their budgets across TV and OTT platforms to maximize reach. Early morning matches are likely to attract digital viewers, especially those commuting for work or education.
All India-specific matches, scheduled for prime-time, will draw mass audiences but come with premium pricing. A combination of brand objectives, target audience, potential viewership shift, and budget must be weighed to determine the ideal mix of media platforms, time bands, and matches. “Advertisers are choosing the right avenue to speak directly to their target audience, whether it’s linear TV, digital, or a mix of both,” shared Andre Augustine, Chief of Staff, ITW Universe.
Vinay Hedge, Chief Buying Officer, Madison Media, noted, “Despite budget constraints, categories for whom monsoon is an important season will ride the World Cup hype, be it on TV or Digital.”
The T20 World Cup remains a valuable platform for advertisers to engage with a vast and diverse audience, despite the current challenges in ad rate dynamics.
