Disney Star pitches ICC WC Co-Presenting at Rs 118cr for TV, Rs 150cr for Disney+ Hotstar

Following a less-than-ideal IPL season, Disney Star is preparing to profit on the forthcoming ICC World Cup, which will be held in India from October 5th to November 19th, 2023.

Disney Star has made their rate card (a copy of which is available with exchange4media) available to numerous advertising agencies, and the figures appear to be reasonable overall. A cost of Rs 118 crore has been quoted for the coveted position of co-presenters. Associate sponsors would have to pay Rs 88 crore for their advertising slots, which is not far behind.

The broadcaster has placed a Rs 150 crore price tag for co-presenting chances on Disney+Hotstar. Brands seeking significant visibility as "Powered by" sponsors must contribute Rs 75 crore, while those seeking associate sponsorship must invest Rs 40 crore. The highly anticipated and much-hyped India vs. Pakistan match is a significant exception.

According to information obtained by exchange4media, advertising rates for the India vs. Pakistan match have surged to unprecedented levels of Rs 30 lakh per 10 seconds. Given the historic rivalry and massive audience predicted for this match, it's no wonder that Disney Star has taken advantage of the chance to demand a premium.

In terms of television, marketers who want to be co-presenters on the SD feed will have to spend Rs 89.86 crore. The pricing for the higher HD stream has been quoted at Rs 48.4 crore.

Given the current state of the market, Disney Star has decided to increase ad rates by 30-35% over the previous tournament. According to sources, the broadcaster expects to earn almost Rs 1,000 crore from the tournament. According to sources, the final rates at which the slots were auctioned last season were between Rs 6 and 7 lakh every 10 seconds. According to the current rate card, the spot price this year is Rs 10,25,000 for 10 seconds.We reached out to Disney Star for comment but did not receive any until the story was published.

"Due to the immense popularity and anticipated viewership of the ICC World Cup, Disney Star is demanding such rates." This is, however, the first rate card, and advertisers will bargain before finalizing the agreement. "However, this is a fantastic opportunity to reach a massive audience while capitalizing on the excitement surrounding one of cricket's most prestigious tournaments," said a senior agency official.

As the cricket World Cup approaches, all eyes are on advertisers and sponsors to see how they will use this high-stakes tournament to leave a lasting impression on the minds of cricket fans across the country. "With most India matches scheduled for Sunday and the tournament falling during the holiday season, brands should see a significant opportunity." We're still in the early phases and hope to finalize the arrangements closer to the event," said another media planner.