“Wait elevates the joy of meeting,” they say. This especially true in the case of the famed India-Pakistan rivalry. With political skirmishes limiting the bilateral meetings, the excitement around the ICC World Cup’s league match between the two subcontinental rivals on 16 June is at an all-time high.
And the tournament’s official broadcaster, Star Sports knows this pretty well. In fact, to get the most out of the much-hyped derby, the media house is now charging over 50% premium for booking the last-minute ad spots.
With approximately 5,500 seconds of total inventory in place, Star Sports is betting to generate a humongous ₹100 crore from the India-Pakistan match alone, as reported by financial daily LiveMint.
With an ever-increasing demand, ad rates have surged as much as ₹25 lakh for a 10-second slot, as per the media buyers. This is significantly higher the ₹16-18 lakh/10 seconds that Star charges for bundled packages (that includes television and Hotstar) for other matches involving India.
Although other matches that involves India will also have high viewership in India, no other contest can rival Sunday’s World Cup match at Old Trafford. In fact, the craze is even higher, considering India had last played against Pakistan nine months ago in the Asia Cup. Moreover, this will also be the first time since the countries are meeting after the infamous Balakot air strikes.
“The inventory on World Cup was being sold as packages, which included all matches (India and non-India) customized as per brand requirements/outlays available. There may not be a whole lot of inventory available to be sold on India-Pakistan matches and whatever little unsold inventory that is left may go at 40- 50% hike on the current rates,” media agency Carat India’s senior vice-president Vinita Pachisia said to LiveMint.
Star has over 40 top advertisers on board for the tournament. This includes A-list brands like PhonePe, Havells, OnePlus, Amazon, MRF Tyres, Dream11, Uber, Coca-Cola, and Mondelez.