Sony Entertainment Television (SET) India has met its target for the Cricket World Cup telecast and generated revenue to the tune of Rs 275-300 crore (Rs 2.75-3 billion).
"We have met our targets," Rohit Gupta, executive vice president, Set India, said, adding that the channel was able to close all its advertisement spots well in advance.
According to industry research, advertisements on the World Cup account for about 12 per cent of the total advertisement pie for the year and about 85 per cent of this goes to cable and satellite channels with rest being spent on terrestrial television network.
SET India, which is part of the Sony Pictures Entertainment, has about 150 advertisements spots during the a Cricket World Cup match and has sold a advertisement spot for about $7,000 per slot.
Besides, SET has also been able to generate three streams of advertisement revenue for it in advertisement spots during the match, live features like super sixes and high lights, and the pre and post match special called Extraaa Innings.
SET India, which had closed all its advertising deals about two weeks before the start of the tournament has about all the major cricket advertising brands on the channels. Some of the brands that are not advertising on SET include Maruti and LG Electronics.
SET, which has the exclusive satellite telecast rights of the world cup has seen brands like Videocon, BSNL, Reliance, Hutch, Asian Paints amongst others coming on board.
Most of these brands did not advertise on SET channels during the Champions Trophy, which was the last major cricket tournament it aired. SET has also entered into ad deals with brands like Toyota, Britannia, MRF, GM , Nokia and Motorola during the World Cup.
