JioCinema’s mark on Disney+ Hotstar pricing strategy for T20 World Cup

New Delhi: After JioCinema set the bar high with its pricing for IPL, Disney Star followed suit considering advertisers’ willingness to pay more for digital than television for the upcoming T20 World Cup to be played in the USA and West Indies from June 1.

In January, BestMediaInfo.com reported that JioCinema floated an FCT rate of Rs 16,00,000 per 10 seconds for LIVE matches across the web including handheld devices (HHWeb). This was exactly similar to the FCT rates for IPL on television.

The Reliance-owned OTT platform had priced non-targeted preroll ads (ROS) and midroll ads at Rs 480 per CPM.

Taking a cue from JioCinema, Disney+ Hotstar has priced its sponsorship and FCT rates either equal to or higher than Star Sports.

Like Star Sports, Hotstar is offering a 10-second midroll and preroll ad on mobile for Rs 35 lakh for India plus knockout matches.

While the FCT rate for CTV is pitched at Rs 18 lakh for India plus knockout matches, Hotstar has priced the CPM rate at Rs 480 for CTV and Rs 230-250 for mobile without any targeting.

There will be an upcharge on the cost for every layer of targeting.

The sponsorship packages offered by Hotstar are priced on the higher side in comparison to the television.

Co-presenting sponsor

The Disney Star-owned OTT platform has pitched co-presenting sponsorship for Rs 80 crore while an advertiser would be able to secure this slot on TV for Rs 62 crore.

Hotstar is offering a reach between 170 mn to 230 mn to co-presenting sponsors.

Powered-by sponsor

An advertiser will have to cough up Rs 55 crore for “powered by” sponsor for an estimated reach of 120 mn to 160 mn.

Associate sponsor

The slot is priced at Rs 30 crore offering an estimated reach between 70 mn to 100 mn.