IPL 2021 – Disney Star Sports Advertising Targets: The benchmarking for on-air advertising around the Indian Premier League (IPL) is increasing by the day. According to the available information, the official broadcaster of IPL 2021, Disney Star Network is targeting 3200 Cr from the IPL advertising this year.
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IPL 2021: Disney Star Sports Network targets 3200 Cr from IPL 2021 advertising
InsideSport.co had reported earlier Star India has increased the rates for IPL on-air packages by almost 15-20% – but that hasn’t deterred the brands to sign up as advertiser for the edition starting on April 9th.
Disney Star Network has already signed in brands like Just Dial, Byju’s, Dream11, ITC, MRF, PhonePe, AMFI, Coca Cola as some of the on-air sponsors. Other than this Maruti will replace Byjus this time as IPL Studio show sponsor according to the market sources.
Some of the other top brands like Airtel, Online investment firm GROWW are also in final stages of negotiation with the network for On-Air Sponsorships.
Star as reported earlier is selling the inventory at 13 to 13.5Lac per 10 seconds. In comparison IPL 2020 ad-rates were sold at 11 / 11.5 Lac per 10 seconds.
According to the information available with InsideSport Star Network is selling Co-Sponsorship packages at 115-120 Cr for the season which is same as the last year – but deliverables are reduced by 15%.
IPL 2021: Why Disney Star Network has been able to command such a response from the market for IPL ?
The 13th edition of the league was super-successful in terms of deliveries to the brands. The viewership of IPL increased by 23% and the market termed IPL 2020 as a block-buster year. This is the reason Star Sports is getting such a phenomenal response from the market despite of increase in the asking price for IPL 2021.
“IPL continues to be a marquee to drive business results for brands and hence presents a massive opportunity for brands to reach out to a wide variety of audiences”, said Anil Jayraj, Executive Vice President of Star Sports to Economic Times.
Why Disney Star has increased advertising rates ?
– The IPL 2020 delivered block-buster and record television ratings.
– The delayed season of IPL surpassed the viewership of IPL 12 by 23% and a total viewership of 400 billion viewing minutes.
– According to the channel, IPL 2020 impressive viewership growth of 24 percent among women and 20 percent among children respectively.
– The advertising too witnessed an increase of 4% in ad volumes, according to Broadcast Audience Research Council (BARC) India.
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