The Hindu Business Line : ESPN STAR ties up with 8 sponsors for ODIs

New Delhi, Aug. 15 Riding on India’s series victory against England in the test matches, ESPN STAR Cricket is betting on a strong viewership for the upcoming one-day internationals (ODIs). The broadcaster is understood to have tied up eight sponsors — Maruti, Coca-Cola, Havell’s, Motorola, Airtel, Visa, Cadbury and Thomas Cook.

When contacted, ESPN refused to comment on the value of the deals or the status of the inventory. However, sources say the Indian team’s good performance could have a ‘positive influence’ on the rate of advertising spots. In other words, the current rate of Rs 1.6 lakh per 10 second spot could go up.

However, media planners are predicting a television rating between 5 and 7 and if a client has an outlay of over a crore of rupees for the tournament they believe a rate of Rs 1 lakh is justified. Mr Gopi Menon, Senior Vice-President, Media, TBWA, says the India vs England series didn’t generate as much hysteria as it should have, given that India was winning a series in England after 21 years.

“The viewership plateaued some years ago and now is on a downward swing. However, the advertiser interest in the sport has not waned much,” he says. “STAR Cricket has deep pockets and hence the staying power will be more but that doesn’t take away the falling interest in the sport,” adds Mr Menon. TAM Media Research’s viewership ratings for the series are yet to be shared with the industry.

According to Mr Menon, the loyalty factor has also taken a beating, and unlike earlier when interest picked up steadily, peaking during the slog overs, or towards the end, today it peaks in the first 15 overs. “Hence it’s difficult for the planners to decide on what time to schedule spots,” he says.

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