Rs 2-3 lakh for 10 secs: Disney Star hikes ICC T20 Women’s World Cup ad rates by 10%?
According to sources, the co-presenting sponsorship is priced at Rs 7-8 crore, and the associate sponsorship is being offered for Rs 3-5 crore
Disney Star, the official broadcaster and streaming partner for the upcoming ICC T20 Women’s World Cup 2024, has hiked the ad rates for the tournament by 10% as compared to the previous season that took place in 2023, say sources in the industry. According to the sources, the broadcaster has released the rate card for the tournament and is in talks with multiple advertisers.
The sources say that the broadcaster is seeking Rs 2-3 lakh for a 10-second slot on TV. While the lead sponsorship is priced at Rs 7-8 crore, the associate sponsorship is available at Rs 3-5 crore.
“There is not much of a difference in the rates of T20 Women’s World Cup 2024 as compared to the 2023 edition. The network has increased the rates by 9-10%. May be in the next couple of years, once women cricket gains momentum, the tournament will see a huge rise in viewership and cost,” said a media planner on the condition of anonymity.
In 2023, the ICC T20 Women’s World Cup had seven sponsors--Thums Up, Amway, Jindal Steel and Power, HDFC Life, Kajaria, Google (co-presenting sponsor) and PolicyBazaar.com (associate sponsor).
“There is still over a month left until the T20 World Cup starts. Brands are still considering their options, and I don’t think the broadcaster has signed any deals yet. Since the ad rates for the tournament are not high, advertisers will be interested. However, closer to the matches, ad rates for 10 seconds could drop to below Rs 2 lakh,” said another media planner who wished to remain anonymous.
Another industry observer explained that for T20 Women’s World Cup, ad inventory is usually available. “The type of association can vary; for instance, companies sponsor events like the Olympics or support teams for reasons beyond viewership. They may choose to sponsor key moments like the final match. Also, depending on India’s performance, certain matches might attract more advertisers. Advertisers purchasing ads for one or two matches might pay higher rates, while those buying ads for the entire tournament could secure lower rates.”
He further added, “Given the significant amount of unsold inventory, broadcasters often offer bonuses.”
The ICC Women’s Cricket World Cup 2023 garnered 192 million global viewing hours, an increase of 44% from previous Women’s T20WC.
“The ICC Women’s T20 World Cup 2023 was the most watched ICC women’s event to date with global viewing hours for the event reaching 192 million, a 44% increase from the 2020 World Cup in Australia highlighting the continued and growing appetite for women’s cricket in line with the ICC’s strategic priority,” ICC had said last year.
“There were also impressive increases of engagement in India with total live viewing hours across linear TV and digital platforms up 57% from 2020 despite India not reaching the final, showcasing fans’ demand for women’s cricket in the country. Overall, the most watched game in India was the Women in Blue’s group stage fixture against Pakistan, which received a combined 32.8 million live viewing hours across the Star Sports network and Disney+ Hotstar,” it stated further.
According to the ICC, on ICC’s digital channels there was an uplift of 26% video views across all channels with the ICC Women’s T20 World Cup 2023 achieving 1.39 billion video views compared to 1.1 billion for the 2020 edition in Australia.
e4m reached out to Disney Star for a comment but is yet to get a response.
