WITH THE 16TH edition of the Indian Premier League (IPL) to be streamed live on Viacom 18's OTT platform JioCinema, it could be a slow pitch for television ad rates.
Viacom 18 had acquired the digital rights of the tournament for ₹23,758 crore for the 2023-27 period. JioCinema will be live-streaming the game free of cost in a dozen languages and is believed to have bagged ad deals for up to ₹1,000 crore.
Star Sports is selling ad spots at ₹15-16 lakh per 10 seconds while the rates on connected TV are ₹6-6.5 lakh per 10 seconds. Last year, advertisers reportedly paid around ₹15-18 lakh for a 10-second slot. However, Star Sports is said to be closing in on ad revenues of ₹2,000-2,200 crore and the pickings could get better as the season progresses.
While Star has roped in 13 marquee sponsors and over 70 brands for television so far, media reports say JioCinema has roped in 13 streaming sponsors. Disney Star is committing 500 million viewers, say, industry insiders, while JioCinema is promising a similar 450-500 million.
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