Advertisers ready to pay as they know that never in coming years they’ll get a bigger marketing opportunity than this.
Rajat Arora | Delhi | March 28, 2011
If you think it was only the tickets for India-Pakistan semi-final match which were getting sold for more than one lakh, then probably you are wrong. Even the advertisers are ready to shell out moolah just to get a ten second ad spot during the India-Pakistan semi final match.
Media experts feel that India Pakistan semi final match is biggest marketing opportunity on the planet and it will attract crores of eyeballs. No GEC or IPL can provide that viewership. So the advertisers can’t let it go. Even on the online platform the match will register record number of online streaming.
Subhrangshu Neogi of Religare, one of the on air advertisers in the cricket world cup told BestMediaInfo.com, “One of the biggest advantages with advertising on ESPN for the world cup is that its not cluttered as an IPL environment. The brand gets good visibility. That’s not in the case of IPL or any other event. We are not sponsors but we have cherry picked some matches and fortunately it has worked for us as India and Pakistan are clashing in the semifinal.”
ESPN is charging over Rs.20 lakh per 10 seconds for the last minute ad inventory and advertisers are even to ready to pay the amount as they know that never in coming years they’ll get a bigger marketing opportunity than the India-Pakistan semi-final world cup match .
The rates ranged from Rs 4-5 lakh for 10-second spots before the start of the tournament to Rs 10-11 lakh when it was clear that India will play Australia in the quarter final.