Are Disney Star’s ad rates for T20 World Cup 2024 costly or attractive for advertisers?

New Delhi: This upcoming T20 World Cup taking place in the US and West Indies beginning June 1, 2024, official broadcaster Disney Star is learned to have priced its inventories attractively due to various factors.



The 2022 edition of the T20 World Cup was played in Australia from 16 October to 13 November 2022. Falling in the festive season, the tournament had delivered bumper ad revenues for the broadcaster.



On the other hand, the upcoming season is falling immediately after the IPL. Additionally, the timing of the matches would be a little late in the evening in India. Plus the number of matches would double from the 2022 edition.



“Even as Disney Star has made its inventories lucrative for advertisers due to multiple factors, a few of our clients are still finding the rates on the upper side,” said a media agency head.



However, the television and digital media rights holder has priced its India matches including knockouts on a higher side.



“In the recently concluded ODI World Cup final, Star Sports sold a few spots between Rs 30-35 lakh per 10 seconds and delivered a TVR of 18 with a peak touching 22 TVR. Our clients achieved full value on their investment. The T20 WC games would be three-hour-long having fewer inventories than the ODI World Cup. While some find it highly priced, many are exploring the tournament only because of attractive pricing,” added the agency head.



According to the rate card sourced from advertisers, the broadcaster is offering Co-presenting sponsorship for Rs 62 crore for HD and SD. While the sponsorship cost is at par with the 2022 edition, it will cover all 55 matches as against 27 matches played in the previous edition.



“If you do a back calculation, this effectively brings the spot rate to Rs 6.2 lakh per 10 seconds,” explained a media planner.



The broadcaster is offering Associate Sponsorship for 120 seconds of spots during every match this time. During the previous edition, it was 90 seconds.



Depending on the nature of the matches, the rates for spot buys for the 2024 edition vary from Rs 1,85,000 per 10 seconds to Rs 35,00,000 per 10 seconds.



For India matches, and if it reaches the knockout round, the rates are obviously on the higher side, said the planner.



“If you target all India plus knockout matches, the broadcaster has quoted Rs 28 lakh per 10 seconds whereas they are asking Rs 35 lakh per 10 seconds for only knockout matches in which India will play,” the planner said.



When asked how the agency will justify the rate of Rs 35 lakh for a spot in the knockout matches, the planner explained that their clients see the value because of high delivery.



“If a spot costs Rs 8 lakh on average for 3 TVR, anything between Rs 30-35 lakh is still better for a TVR between 12-15. Being T20, we expect the ratings to be even better than our estimates if we consider the ODI World Cup final ratings of 18 TVR,” the planner explained.