India vs Pakistan clash is already a hit even before a ball is bowled. Disney-Star, the official broadcaster, for Asia Cup 2023 is set to rake in around Rs 400 Cr from ad revenues from IND vs PAK match on September 2. Star Sports will have IND vs PAK LIVE Broadcast while Disney+Hotstar will have IND vs PAK LIVE Streaming for free on mobile devices.
With Nepal in Group A along with India and Pakistan, there will be a minimum of two IND vs PAK clashes in Asia Cup 2023. Disney-Star has already snapped up big brands for the match including Coca-Cola, Amul, McEnroe, Nerolac Paint and Berger Paints. Disney-Star’s change in approach to attract advertisers has also helped.
As per industry sources, quoted by Live Mint, Disney-Star is bundling Asia Cup 2023 matches with World Cup 2023. Disney-Star is offering three packages for advertisers.
Asia Cup 2023 Ad packages
- Package A: Either India vs Pakistan match with other games.
- Package B: Second India vs Pakistan match and other games.
- Package C: Entire tournament
“Big spenders, having committed to both the tournaments, will have lower outlay for the Asia Cup. But it will be a good warm-up for the World Cup. Between sponsors and spot buyers, Disney Star will easily cross ₹350 crore. In the current market, it is not at all bad,” a top executive at a media buying firm told Live Mint.
Asia Cup 2023 Sponsors: Charged by Thums Up (Coca-Cola), Amul, deodorant-maker McEnroe, Nerolac Paint, Berger Paints, Jindal Panther, Samsung mobiles, MRF Tyres, Maruti Suzuki, Amazon Pay, My11 Circle, PolicyBazaar, ICICI PRU Mutual Fund
Ad rates skyrocket for IND vs PAK match
As reported by InsideSport earlier, Disney-Star has been selling a 10-second ad slot for up to Rs 30 lakh for IND vs PAK match. For other matches, the rate will be only around Rs 2-3 lakh for 10 seconds. With Disney+Hotstar mobile set for free IND vs PAK LIVE Streaming, the broadcaster expects a massive viewership. For mobile devices only, Disney-Star is charging Rs 70-80 per thousand impressions.
However, Asia Cup 2023 will be behind a paywall on the Disney-Hotstar app on non-mobile devices. But considering both Asia Cup 2023 and World Cup 2023 will be on Disney-Star, it is likely to gain subscribers in the September-November window. Advertising rates are likely to be Rs 400 per mile for CTVs.
With Jio setting the tone with free live streaming of IPL, Disney-Star is following its footsteps.
Ajit Varghese, Disney-Star head of ad sales, said the idea is to ensure a larger share of the festive advertising over the next few months.
“Our plan for advertisers on digital will be customised and appealing. We will offer attractive pricing and a wide range of targeting options. It will get us a larger share, say, two-thirds or even 80% of the festive spend over the next few months leading to the festivities,” he had said.
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