The ICC Men’s Cricket World Cup final between Australia and India is scheduled for this Sunday. As a result, the rates for advertising on the cricket property have skyrocketed for the few remaining ad inventory on TV and CTV.
A brief about Cricket World Cup finals advertising charges soar for the match between Australia and India
According to Shashank Srivastava, Senior Executive Director, Marketing and Sales at Maruti Suzuki, one of the major sponsors of this year’s cricket World Cup and a company that spends 55–60% of its advertising budget in the quarters ending in September and December, the 10-second TV spot is probably being sold for Rs 35–40 lakh.
Disney Star sought an average of Rs 25–27 lakh for a 10-second TV ad, which was 30–40% more than what was paid for the previous World Cup, according to sources who previously spoke with BestMediaInfo.com.
Srivastava did draw attention to the fact that Disney Star only has a small amount of TV inventory left to sell for the championship. “On TV, limited inventory is available to the extent of approximately 10-15 spots only on live programming,” he said.
“A comparable restricted inventory is available for CTV on Hotstar (OTT), with an approximate 40–50 million impressions and a going rate of roughly Rs 500–600 CPM for 10 seconds,” he continued.
For the record, the site is now offering CTV pricing for the World Cup that vary from Rs 300 to Rs 400/CPM.
That being said, there’s enough inventory available for advertisers who choose to run mobile ads.
According to Srivastava, “the rate for mobile is approximately Rs 200-300 CPM for 10 seconds.”
Because of the tremendous amount of interest generated by the tournament’s free mobile offering, Disney+ Hotstar has been able to give CPM rates of Rs 70–80/CPM on mobile devices up till this point.