Starting 5th February as India takes on visitors to England for a two-month series, advertisers are queuing up for slots after a great victory by team India in the recently concluded cricket test series against Australia. From television and Disney+Hotstar, the network’s over-the-top video streaming platform official broadcaster star India is expected to rake in Rs 500 crore in ad revenue according to the report from the media buyers. For Rs7-8 lakh Star is trying to sell 10-second ad slots. Besides 70% of Test match slots, it has also sold 80% of ODI and T20 inventory. The tournament will be compromising three ODIs, four tests, and five T20s, and it is being hosted by India alongside Ahmedabad, Chennai, and Pune who are scheduled to hold the first few matches.
The government is yet to accept the request of the Board of Control for Cricket in India (BCCI) to allow 50% occupancy at stadiums for the tournament due to the effect of the pandemic. For the bilateral series, the names of the advertisers and sponsors were not divulged by Star India. According to the broadcaster, it has witnessed a very deep interest in e-commerce, automotive, insurance, ed-tech, telecom players, gaming, and financial service. Chief executive of media agency Madison Media Omega, Dinesh Rathod commented the England series will have more than enough opportunity and time for brands to advertise. He has expectations that the rate would be higher than the previous cricket tournaments and the advertisements would be packed that have been conducted in the nation. It has been confirmed that the buzz around the tournament is also high in India apart from the match timings. It is said that the most awaited bilateral series was the England tour of India. This will give evidence that after a long time the cricket is returning to India.
The series has started to promote through the #IndiaTaiyarHai campaign featuring actor Boman Irani by Star. On the Star Sports network is where the tournament will be broadcasted and on Disney+ Hotstar it will be streamed across five different languages-English, Kannada, Tamil, Hindi, and Telugu. Chairman of Mogae Media, a Mumbai-based marketing and communication agency, Sandeep Goyal commented that the growing sentiment around Team India will help the advertisers. He also added that the brands will show interest in the series since the economy is recovering.
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