Disney Star seeks premium bids from advertisers for ICC CWC, Asian Cup
Star Sports is asking for Rs 120 crore for co-sponsorship and Rs 90 crore for World Cup co-sponsorship. The broadcaster is asking spot buyers to pay a surcharge of 31 lakh per 10 seconds for India and knockout matches.
The sports broadcaster is aiming for Rs 26 crore for co-sponsorship and Rs 20 crore for Asian Cup associate sponsorship, and is also seeking a spot purchase rate of Rs 25 lakh per 10 seconds for India vs. India. Pakistan, as well as the final match.
“Disney Star will make every effort to benefit from both events. He’s counting on a lot of factors, including the holiday season, India versus India. The Pakistani matches and the ICC World Cup taking place in India after 12 years will play in his favor,” said a top advertising sales manager.
Industry watchers said the lack of advertising spending by startups, coupled with a 28% GST levy from gaming companies, could undermine the media company’s ad revenue targets. Games have become one of the key categories of advertising, with game companies spending an estimated $1 billion annually on advertising.
“Because the two tournaments are during the holiday season, they should more than make up for the absence of up-and-coming advertisers. Traditional advertisers spend a lot of money during the holiday season,” added an ad sales representative. The media company did not respond to ET’s inquiries prior to the time of publication. Disney Star is the official owner of the media rights to both events until 2023. Disney Star’s streaming service, Disney+ Hotstar, which will offer both features free of charge to mobile users, is seeking Rs 150 crore for joint sponsorship and Rs 75 crore for World Cup sponsorship. The target for associate sponsorship is Rs 40 crore.
For the Asian Cup, the streaming platform is asking for a cost of Rs 30 crore for co-sponsorship and Rs 18 crore for sponsorship. Associate sponsorship demand is Rs 12 crore.
Advertisers who want to buy advertising space on mobile devices will have to fork out 15 lakhs per 10 seconds for the World Cup and 12 lakhs per 10 seconds for the Asian Cup.
For Connected TV (CTV), the streamer is asking for 4 lakh for 10 seconds for the World Cup and 3.5 lakh for 10 seconds for the Asian Cup.
The cost per mille (CPM) for mid-roll ads is Rs 500 per 10 seconds for matches in India and Rs 230 per 10 seconds for both tournaments.
The 2023 Men’s Cricket World Cup, which will be held in India from October 5 to November 19, will have nine confirmed Indian league matches.
Co-hosted by Pakistan and Sri Lanka from 30 August to 17 September, the Asian Cup will feature a total of 13 ODIs, with India expected to play two confirmed group stage matches.