Advertisers are weighing options amid reduced rates for ICC Men’s T20 World Cup


The ICC Men’s T20 World Cup, which is expected to attract as many as 850 million viewers worldwide across traditional TV and digital platforms, presents an attractive opportunity for advertisers. However, media planners suggest that this year’s event may see lower advertising rates compared to the previous edition, which will impact potential revenue streams.

Vaibhav Choudhari, Vice President – ​​West at Carat India, highlighted the factors contributing to this trend. He noted that TV ad rates could fall by 15 to 20%, which is due to cricket fatigue post-Indian Premier League (IPL), historically low spending periods and budget constraints among advertisers. Many companies, who have invested heavily in the IPL, might opt ​​out of the World Cup due to financial constraints.

Discussions with suppliers indicate that advertising rate packages are already lower compared to the previous year, with a potential drop in viewership due to competition moments could further impact sales. Despite efforts to lure usual sponsors such as RMG apps and pan masala brands, selling inventory without significant price cuts poses a challenge.

TV ad rates for partner sponsorship range from Rs 6-7 lakhs for a 10 second exposure on linear TV, while digital CPM ranges from Rs 250 to 800 depending on the target audience.

The 55-match tournament will include 28 primetime matches (8:00 PM IST), including India matches and knockout matches. ITW Universe Chief of Staff Andre Augustine revealed that Indian matches and prime time slots command four times higher prizes than non-prime time slots.

Additionally, the advertising offering extends beyond live sports viewing to include gaming-related content and scorecard tracking, providing additional opportunities for advertisers, said Maanesh Vasudeo, CEO Media at LS Digital.

Disney+Hotstar, in partnership with Google, offers extensive advertising landscapes for brands, although overall demand for the event remains lower than last year. However, the increased number of matches could potentially offset the decline in revenues, with global broadcasts attracting international viewers and additional advertising revenue.

The inclusion of DD Sports in match broadcasts attracts viewers from tier 3 and 4 urban and rural areas, providing advertisers with a diverse audience reach.

For advertisers, achieving optimal distribution across TV and OTT platforms is crucial, with match timing and target demographic playing a crucial role. Augustine stressed that strategic placement is crucial, especially in matches in India, which are expected to cause more unrest.

Despite budget constraints, some categories are keen to capitalize on the World Cup hype, tailoring their marketing strategies to the preferences of their target audience on TV and digital platforms.

Vinay Hedge, Chief Buying Officer at Madison Media, emphasized that advertisers are strategically investing in avenues that best reach their target audience, whether through linear TV, digital or a combination of both.