> T20 takes away the ad pie from ODI/Tests

To begin with, the ten-seconds ad slots for the India-Pakistan-Bangladesh series on Neo Sports were sold in the range of Rs 1.75-1.8 lakh (Neo and DD combined), according to media buying companies.

This trend remained in tact for the Asia Cup 2008, which was aired on ESPN STAR Sports. The channel was able to sign on just four sponsors — Bharti Airtel and Havells as co-presenters, and Future Group and Maruti as associate sponsors. The ten-second spots were sold between Rs 1.2-Rs 1.5 lakh.

However, both channels had demanded Rs 2 to Rs 2.5 lakh for ten seconds, which did not go down well with advertisers and had to eventually settle for less, said sources.

On the contrary, the IPL property earned SET Max about Rs 300 crore from advertisers with the ten-second spots being sold for nearly Rs 3 lakh and the semifinals and final for nearly 6-7 lakh.

“The IPL had a lot of buzz around it for its novelty and the property delivered. Any cricketing property after a big-ticket event like IPL is bound to suffer,” said Shubha George, MD, Group M. Media sources added that if it wasn’t for IPL, the other cicket tournaments would have commanded at least 20 per cent higher ad rates.

The official broadcaster of the India-Sri Lanka tournament, Ten Sports, has also managed to rope in just five sponsors - Idea Cellular (title and co-presenting), Hero Honda (co-presenting), LG, Maruti, Viacom 18’s channel Colors each for Rs 6-8 crore, while the ad slots have been sold for about Rs 1.8 lakh.

“Budgets are limited and advertisers will have to make a choice. DLF IPL has taken cricket to a different level. Other properties in 2009 will have to compete,” said Nirvik Singh, president-Southeast Asia, Grey Global Group.

Originally Posted by The Joker

t20 > ODI > golf > chess > cycling > test