Industry sources tracking the development suggest that the ad bookings stand at Rs 40-45 crore across both mediums. A company executive, however, told ET that the bookings were ‘significantly’ above these estimates.
The media company has roped in 28 sponsors across TV and digital for the event. Star Sports Network, the company’s TV sports brand, has roped in 15 sponsors and 40 advertisers, while its streaming brand, Disney+ Hotstar, has signed up 13 sponsors.
According to media buyers, Star Sports was seeking Rs 6-7 crore for the presenting sponsorship. Powered-by sponsors had to fork out Rs 4-5 crore, while the associate sponsorship is priced at Rs 2-2.5 crore. For spot buyers, the ad rate is Rs 6 to 7 lakh per 10-second spot.
Disney+ Hotstar’s presenting sponsorship rate is Rs 2.5 crore, while the cost of powered-by sponsorship is ₹2 crore. Associate sponsors are believed to have spent between Rs 1.25 crore to Rs 1.5 crore. The cost per mille (CPM) rate is ₹220-280.
Life insurance player Bajaj Allianz, which has launched a campaign to highlight the benefits of term plans for diabetics, has signed up with Disney Star as a sponsor on both TV and digital.
“Cricket makes perfect sense for us since our target is the male audience over 35 years of age. Cricket continues to have a lot of interest among fans. There is a different following for Test matches,” said Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life Insurance.
Mehra added that the ad rates for WTC differ from client to client. He noted that the advertisers only get invoiced for the inventory that they consume.
“We have collaborated with advertisers from various domains across Star Sports and Disney+ Hotstar to help them achieve their desired business objectives through this marquee event. The response has been overwhelming so far, resulting in the sale of all key features well in advance. We are optimistic about delivering an exhilarating tournament experience to our valued advertisers,” said Ajit Varghese, Disney Star’s head of Network and Ad Sales.
