ESPN Star eyes big ad revenue slice

Meenakshi Verma Ambwani New Delhi | Updated on March 12, 2018


Sports broadcaster ESPN Star Sports India is betting big on the cricket season ahead. Besides the ongoing India-New Zealand series, the cricket calendar includes ICC World Twenty20 2012, Champions League followed by series with England and also an ODI series with Pakistan thrown in.

ESPN Software India Managing Director, Aloke Malik, said, “Besides a strong cricket line-up, we have rights for key sporting properties that include soccer, F1, Moto GP, Hockey League India among others.”

However, the broadcaster has its task cut out to garner advertising revenues in a scenario of slowdown.

Talking about the ICC World Twenty20 2012, Malik, while not revealing the exact advertising revenues, said the company had sold off 80 per cent of the inventory and was set to achieve targeted revenues. Media planner sources said it could earn an estimated Rs 230-240 crore ad revenues from the series. The tournament will take place from September 18 to October 7.

Reliance Communications and Havells India have come on board as co-sponsors. Companies such as Nokia India, PepsiCo, Tata Motors, Hyundai, Pernod Ricard and Tata Teleservices have also been roped in as associate sponsors. The broadcaster is learnt to be selling spots in the range of Rs 4.15 lakh-Rs 4.25 lakh per 10 seconds.

“We have signed long-terms deals with some advertisers who will be associated with us for the cricket season,” Malik added.

Asked if signing long-term deals for the entire cricket season helped them hedge risks, he said, “We always have had long-term relationships. Such deals help advertisers plan better and get visibility throughout the year.”

Havells India, for instance, is among the advertisers that have signed a long-term deal with the broadcaster. “Being associated with big-ticket cricket tournaments across the season, which includes the India-Pakistan series, will help us increase our brand presence,” said Vijay Narayanan, Vice-President, Marketing, Havells India.

Brands expect India to play at least five matches in the T20World Cup, which, they say, would make it a lucrative deal.

ESPN Star Sports has signed deals to syndicate broadcast across 218 territories of the world. It will also telecast the India-Pakistan warm-up match on September 17, besides simulcasting all the India matches, semi-finals and finals of the championship with Hindi commentary.


Published on August 28, 2012

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