Advertisers shy away from Beijing Olympics

The upcoming Beijing Olympics is unlikely to rake in the moolah as advertisers are shying away from the event.

Official telecaster Prasar Bharati has got Life Insurance Corporation, Maruti, Suzuki, Insurance Regulatory and Development Authority (IRDA), Indian Oil Corporation, BSNL and Samsung on board as sponsors for telecast of the forthcoming Beijing Olympics. But with the tournament starting on August 8, Prasar Bharati is yet to have a presenting sponsor.

Beijing Olympics will be aired live on DD Sports, while DD National will showcase the inaugural ceremony, grand finale and highlights. DD News will have special programmes focussed around the Olympics.

The broadcaster is scouting for one presenting sponsor who will spend around Rs 60 lakh and at least 4 associate sponsors who will pay Rs 40 lakh each. The advertising package would differ, depending on the channel on which one buys commercial time.

"The asking rate for an ad spot on DD1, which will telecast the inaugural and finale ceremonies, is around Rs 60,000, while the rates for spots during the highlights are Rs 10,000 and Rs 20,000. However, brands who buy commercial time on DD Sports will be given free commercial time on DD National and DD News," said a Prasar Bharati offical.

Media buyers said global property brands are not very enthusiastic about buying commercial time.

"However, since the property is relatively less expensive and given the downturn in the economy, brands that have low ad budgets or have cut down on their budgets may eventually pick up a few spots," said an executive from a leading media buying agency.

Prasar Bharati has its own reasons for being less-than-bullish about getting advertisers for the Beijing Olympics telecast.

"Nothing sells like cricket and India's low-key performance in the past is also a cause for the lukewarm response. Therefore, our strategy is to reach out to all television households, irrespective of the revenues the property may or may not generate," said a highly placed source at Prasar Bharati.

Prasar Bharati is believed to have spent nearly Rs 6-10 crore (Rs 60-100 million) for the Olympics. All India Radio and channels have sent around 40 people to cover the event.