AS DEFENDING CHAMPIONS Mumbai Indians take on runner-up Delhi Capitals in the opening match of the Women Premier League (WPL) 48 hours from now, Viacom 18 will be hoping for a significant upswing in viewership and ad revenues for the second season of the cricket league.
Last year, the streamer-broadcaster had set its sights on 80-90 crore in ad revenues but might have missed that target by a whisker, said reports.
This year, experts say, it is eyeing ad revenues of 100-120 crore from the league that was valued at 1,250 crore in its debut edition byvaluation services provider D&P Advisory.
"Last year, we didn't see as much interest from advertisers but things are different this season as the sentiment is more positive and many advertisers are investing in the league proactively," says Sandeep Goyal, CMD at Rediffusion. He refused to divulge the names of these advertisers. A surge was expected with 2023 being the year of A/B testing in a manner of speaking.
"This year, the league's success will also depend on whether large FMCG firms that are focused on women will spend on the league. WPL needs to become a destination for womenfirst brands based on the belief that it will draw female viewers," says Goyal.
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Denne historien er fra February 21, 2024-utgaven av Financial Express Mumbai.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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