Viacom18 seeks 30% hike in ad rates for WPL 2024; to sell TV, digital separately

In the second season of the Women’s Premier League (WPL), Viacom18 is selling TV and digital advertising separately.

The TV and digital rights holder of the tournament tried to establish better CTV ad rates in the inaugural season and bundled TV (HD+SD) as a value addition. It sold a 10-second slot for Rs 1-1.25 lakh across CTV and HD+SD TV.

This year, the CTV live rates range from Rs 50,000 to Rs 55,000 per 10 seconds.

Sports18 is asking for Rs 75,000 to Rs 1 lakh per 10 seconds.

On a combined basis, Viacom18 is seeking a 30% hike in ad rates from the last year.

However, TV rates are double that of CTV rates.

According to a media agency head, JioCinema is seeking Rs 9.5 crore to Rs 11 crore for co-presenting sponsorship and up to Rs 7.5 crore for associate sponsorship.

Additionally, the pre-post live ad rates for digital advertising range between Rs 90 lakh and Rs 1.2 crore.

For mid-roll ads (ROS) on handheld devices (HHWeb), the cost is set at Rs 160 per CPM for a 10-second slot. The targeted mid-roll ad rate is slightly higher at Rs 210 per CPM.

This year's WPL is set to begin on February 23 and there will be 22 matches in total.

For IPL, JioCinema introduced FCT advertising on mobile and web at the rate of Rs 16,00,000 per 10 seconds for LIVE matches.

On the other hand, JioCinema is asking for Rs 6,50,000 for a 10-second ad during LIVE IPL matches.

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