NEW DELHI: ESPN Star Sports plans to increase advertising rates by up to six times if India qualifies for the knockout stages in the upcoming cricket world cup.
Media buyers say it's not done as it can translate into Rs 20-30 lakh for a 10-second advertising spot.
"We will have very little inventory (left) and once India reaches the quarter-finals , semi-finals or finals, we can command 5-6 time higher ad rates from sponsors as the viewership for the tournament will increase significantly ," ESPN Software India executive vice president (ad sales & new media) Sanjay Kailash said.
ESPN Star, which holds the telecast rights for the ICC World Cup , has already sold nearly 95% of its total ad inventory .It can charge a premium only for the remaining spots. Media buyers say ESPN Star is currently charging Rs 4-5 lakh per ten seconds for the matches. That means, if India qualifies for the finals, the broadcaster is eyeing anywhere between Rs 20 lakh to Rs 30 lakh for a 10-second spot.
Advertisers and media planners consider it far too high. They say the spot rates can touch at most Rs 10-15 lakh per ten seconds.
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