Are advertisers warming up to ICC Men’s T20 World Cup 2024?

After receiving a subdued response from advertisers initially, the ICC Men’s T20 World Cup 2024 seems to be gaining momentum now. Marketers, who had been cautious due to factors like cricket fatigue, different time zone and significant investments already made in the IPL and elections, may now begin to embrace the tournament, say industry experts. Official broadcaster Disney Star, which started the tournament with 19 sponsors, has now onboarded more brands, including P&G, Google, Colgate, AMFI, Ultratech and Amazon.

One of the reasons for advertisers’ increasing interest, say industry experts, is Team India’s good show in the tournament. Another reason that is making ICC Men’s T20 World Cup attractive to advertisers is the fact that Disney Star has kept the ad rates the same as last year.

Media planners shared that if India continues its winning streak, more advertisers are likely to jump in. This could lead to increased interest from advertisers during the knockout stages. Team India has already played and won three matches against Ireland, Pakistan and USA.  

According to Ajay Gupte, CEO of Wavemaker South Asia, there is some interest in the T20 World Cup, but it doesn't match the level of excitement seen during the IPL. One reason he mentioned is that the tournament is being held in America, which might be causing some caution among advertisers. 

However, he remains optimistic that the momentum will pick up after a week. Gupte stated, "Since all the India matches are scheduled for 8pm it is perfect timing. Once viewership increases, clients will likely start investing. I'm confident that after the initial week, momentum will build."

As earlier reported by exchange4media, the broadcaster hasn’t changed the rates this year as compared to last year. However, some key matches sold at higher price including India vs Pakistan match which touched 2.9 crore peak concurrency on Disney+ Hotstar. 

Anil Solanki, Senior Director, Media Lead, DentsuX shared that the viewership for the T20 World Cup has been steadily growing, with significant interest not only in matches involving India or top teams but also due to surprising performances by associate teams, making the tournament more exciting for fans. 

“New advertisers are indeed showing interest; however, it’s still early to gauge the full extent of this trend, as we expect more brands to come on board during the knockout stages,” said Solanki. 

Another senior media planner on the condition of anonymity said it's too early to predict at this point in time. “Advertisers are awaiting more clarity. Clients will be waiting for ratings to take a call on investments,” said the planner. 

e4m has reported that the co-presenting and associate sponsorship for 55 matches for both HD and SD feed was priced at Rs 61.4 crore. Whereas for SD and HD separately, the broadcaster sought Rs 47 crore and Rs 24 crore respectively. 

As per the rate card, on TV the spot buys for sponsors for both HD and SD stands at Rs 6.2 lakh and Rs 4.7 lakh and 2.4 lakh priced for SD and HD feed separately. Meanwhile, the sports broadcaster is seeking Rs 6.40 lakh for both SD and HD feed for all matches. The 28 key matches are priced at Rs 11.25 lakh while best six India and knockout matches plus 12 prime time matches priced at Rs 13.80 lakh. On the other hand, all India and knockout matches are priced at Rs 26.50 lakh. The broadcaster  is seeking Rs 4.50 lakh for the key non India matches (prime-time). 

Meanwhile the broadcaster is asking Rs 8.70 lakh for 28 key matches of India/ Knockouts for SD feed only while HD is Rs 4.50 lakh . The premium feeds (Eng SD+All HD) priced at Rs 6.75 lakh. 

The next match of India in the T20 World Cup is scheduled for June 12 with USA. India played its first match against Ireland on June 5 and second match against Pakistan on June 9. 

e4m reached out to Disney Star for comments on the story but is yet to get a response.