World Cup ad rate can touch Rs 24 lakh per 10 secs!

It could be a windfall for cricket World Cup broadcaster ESPN Star Sports if India reaches the knockout stages, as the spot rate for advertisements could then touch up to Rs 24 lakh (Rs 2.4 million) per 10 seconds.

The broadcaster, which has reserved ad inventory of nearly 5-6 per cent for the last few matches, is keeping its fingers crossed and hoping India plays in the title round.

"If India does well and reaches the knockout stages, ad spot rates could jump up significantly, as high as five to six times of the existing rate," ESPN Software India Pvt Ltd executive vice president ad sales & new media Sanjay Kailash told PTI.

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While he declined to comment on the existing ad spot rate, as per industry sources, the broadcaster is charging around Rs 3.5 lakh (Rs 350,000) to Rs 4 lakh (Rs 400,000) per 10-second spot.

If India, counted as one of the favourites to win the title this time by many cricket experts, features in the quarter finals and beyond, then the ad rates could be as high as Rs 24 lakh per 10 seconds.

"If India makes it to the semis then increased demand will be seen from new advertisers who have not bought already. Rates will be more driven by the demand and ESPN will want to maximise given that they are already the last two or three matches," ZenithOptimedia, senior vice president Naveen Khemka said.

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Cost efficiency can be overlooked if brand objectives are met, he added.

The company is also responsible for selling the ad spots for Doordarshan which will broadcast all the matches to be played by India plus the two semi finals and the final.

"The inventory for DD is sold out. We have got a very good response," Kailash said, adding ad rates on DD is much lower compared to its ESPN Software India's channels (ESPN, Star Sports and Star Cricket) but did not specify details.

Companies like Hero Honda, Parle Products, ITC, Jaypee Cement, Reliance Mobile, Pepsi, Tata Motors and Pidilite Industries have signed up as sponsors on DD. Industry sources said ESPN is estimated to have garnered about Rs 75 crore (Rs 750 million) from ad spots on DD, while it is targetting Rs 750 crore (Rs 7.50 billion) from the World Cup on its own.