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Our Bureau

New Delhi, March 25 The media interest, the glamour quotient and the buzz managed by the BCCI’s DLF IPL has helped advertising spot rates climb to as much as Rs 3.25 lakh for Sony.

The broadcaster is all set to earn Rs 300 crore from the first season of 59 matches. It has already roped in Vodafone and Hyundai as presenting sponsors for deals worth Rs 22-26 crore each.

Associate sponsors on board for Rs 16-20 crore each are Coca-Cola, Max New York Life, Godrej and a fourth player that Sony representatives declined to name. The broadcaster has revised its plans to tie up six sponsors and will sell the remaining inventory of 400 secs during the 59 matches as spot buys. According to industry sources, the rates are going for Rs 2.5 lakh per 10 secs on an average. While bigger advertisers could be getting it at for as much as Rs 1.75 lakh, advertisers who are buying just 10-15 spots are willing to cough up as much as Rs 3.25 lakh, says a media buyer. There is that much interest for the property.

The rates have already beaten the Rs 1.8-2.1 lakh that ESPN earned per spot during its broadcast of ICC Twenty 20 World Cup which had generated unprecedented television audience ratings for the India-Pakistan finals.

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