This will be the maximum number of sponsors to date if the network is able to seal those many brands this season. SPN has already locked 12 sponsors
BestMediaInfo Bureau | Mumbai | March 6, 2017
Sony Pictures Networks India (SPN) is expecting to seal 14 sponsors for Indian Premier League (IPL) season 10. The network has already locked 12 of these sponsors. To achieve its goal of clocking an ad revenue of about Rs 1,300 crore from IPL 2017, the network has demanded a 10 per cent hike in the rates.
The 12 sponsors that the network has already locked include Amazon, Vodafone and Vivo who have come in as presenting sponsors. The associate sponsors include Ceat, Polycab Wires, Yamaha Motors, Vimal, MakeMyTrip, Parle Frooti, Voltas, Havels and Yes Bank.
Presenting sponsors have committed to buy about 250-300 seconds of ad inventory per match, while the associate sponsors will be buying about 120 seconds. The network is planning to get aboard about two more sponsors, since they still have three to four categories that are still open such as payment gateway and FMCG. Rohit Gupta, President, Network Sales and International Businesses, SPN said, “It is a good situation for everyone if there are more sponsors because that means less clutter. The sponsors get about 120-130 seconds each, so then the possibility of spot-buys decrease tremendously, decreasing clutter.”
According to Gupta, few newer trends in the advertising and sponsorship tie ups were spotted. He pointed how some of the big spot-buyers like Frooti, MakeMyTrip and Polycab wires have now come aboard as sponsors.
The presenting sponsors will be charged an ad-rate of Rs 5.20 lakh per 10-second, while the associate sponsor will have to buy at Rs 5.75 lakh per 10-second. The spot-presenting is Rs 6 lakh per 10-second. While the HD feed is being sold at Rs 2 lakh per 10-second.
This time around, the network has decided to keep about 20 per cent of the inventory to be sold at the last minute. As Gupta explained, “A lot of brands come in the last minute since their campaigns are ready just then. That’s why we will be keeping some inventory on hold since a lot of brands are ready to pay a premium and they approach us quite late. Earlier, we were going completely sold out very early and we had turn down a few of them.”
It is interesting to note that despite the demonetisation hit, the network has been able to sell off close to 80 per cent of its inventory already. One of the trading heads at a media agency explained the intent of IPL’s demand by saying, “All their properties, ‘super sixes’, fours, wickets have been sold out. There’s no space in the associate sponsor bouquet too, because most of the categories have been locked. So, we are left with the only option of buying free commercial time (FCT) and there too, we are struggling.”
Well, it might be true as the last year’s viewership numbers of IPL have been quite impressive and surprising as believed by a lot of media planners and buyers. Last year was the first set of data released by BARC India for a combined rural and urban viewership for the property. “This has given a lot of confidence to the advertisers, whereas in the last season, I personally saw how sceptical a lot of brands were, to get associated to IPL,” said a media planner.
Gupta too shows confidence in this extravagant event by naming it as a ‘risk free property’ for buyers. “When times are tough, everyone wants to be risk averse and that is how IPL becomes the favourite choice. A lot of brands have curtailed spends in last few months. So these savings are now coming back,” he added.