Advertisers not ducking channel bouncers

ESPN Star Sports (ESS) has raised the advertising spot rates for the remaining World Cup matches with India moving into the knockout stage.

At the start of the tournament, ESS had stated that it had pre-sold 95 per cent of its inventory across matches. Media buyers hold the view that this could be true in the case of matches featuring India.

While admitting that the going rates for remaining spots are substantially higher, channel officials declined comment on going rates and volume of inventory left.

According to sources, ESS is floating a bundled offer for those buying inventory for the semi-finals at Rs 22 lakh per 10 second spot per match. Spots on Wednesday's India-Pakistan match are understandably being offered at a higher Rs 17 lakh per 10 seconds.

The channel is learnt to be holding firm on the rate for the Indo-Pak encounter, even as large media buying agencies note that ‘the rate would be realised only when someone buys it'.

For the other semi-final, the channel has quoted Rs 11 to 12 lakh per 10 second spot but is likely to get Rs 7 to 8 lakh a spot, say sources. Advertisers who bought bulk inventory for the tournament earlier, are said to have paid between Rs 3.5 lakh and Rs 4 lakh for a 10-second spot.

Huge Excitement

According to media buyers, clients are willing to invest in the India-Pakistan match despite the high cost.

Ms Mona Jain, COO, VivaKi Exchange (integrated media buying arm of Starcom MediaVest Group and ZenithOptimedia), was in the process of buying some spots for clients when Business Line contacted her on Monday. “There is a huge amount of excitement around the India-Pakistan match. That is true with advertisers too. We find clients who have been visible around the World Cup and on air — but not necessarily high-decibel during the matches — wanting to be on air during the high point of the tournament, which is the India-Pakistan match.”

Ms Jain noted that for some brands with relatively smaller budgets, paying the premium in the high performance tournament could help build stature.

Mr Sai Nagesh, COO, Dentsu Media, observed that for brands without a large budget but fighting for market share, the India-Pakistan match provides a ‘shotgun approach to GRPs'.

“The India-Pakistan match is not just a semi-final of the World Cup, it's also the first time these two teams are playing after a long time in India. It's not just about the TRPs — passions will be running high,” he added.

Mr Prashant Kumar, Managing Partner-South Asia, GroupM CTG, explained that most brands participating in the India-Pakistan match had pre-done the deal. “However, brands which have a timely need for impact, like a launch focused on the male TG, can look at this option. And to make impact, a brand cannot just air its commercial once — it will have to be visible at least six times during the match.”

At Rs 20 lakh for a 10-second spot, it will cost Rs 3.6 crore to air a 30-second commercial six times during the India-Pakistan encounter.

Mr Kumar expects ratings over 18 TVRs for the match, among the male 15-plus C&S audience.

“There would also be clients, who had planned spends during the forthcoming IPL, who see this as an opportunity. It's also a great opportunity for fighter brands, given the performance of the current Indian team,” added Mr Nagesh.

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