T20 World Cup: Disney Star holds firm on advertising rates
Co-presenting & associate TV sponsorship for 55 matches cost Rs 61.4 cr, while digital co-presenting is Rs 80 cr, powered by Rs 55 cr, and associate Rs 30 cr
Sumit Rawat
Disney Star, the official broadcaster of the upcoming T20 World Cup 2024, has disclosed its advertising rates for the tournament. According to information obtained by e4m, the co-presenting and associate sponsorship for 55 matches, encompassing both HD and SD feeds, is set at Rs 61.4 crore. However, for SD and HD feeds individually, the rates stand at Rs 47 crore and Rs 24 crore, respectively.
Sources close to the matter indicate that while there are no revisions in the ad rates, it's essential to consider that this year's tournament involves 55 matches among 20 teams, unlike the 2022 edition, which featured 33 matches among the top 8 teams.
"A senior media planner, speaking on the condition of anonymity, emphasized, "There are no adjustments in the ad rates this year. Furthermore, comparing rates is unjust as matches and teams vary from the previous edition."
For spot buys, the combined HD and SD rate is Rs 6.2 lakh, whereas separately, it's Rs 4.7 lakh for SD and Rs 2.4 lakh for HD feeds.
Meanwhile, the broadcaster is charging Rs 6.40 lakh for spot buys on both SD and HD feeds for all matches. The rates for 28 key matches are Rs 11.25 lakh, while the six best India and knockout matches plus 12 primetime matches are priced at Rs 13.80 lakh. All India and knockout matches are pegged at Rs 26.50 lakh, with the key non-India matches (prime-time) at Rs 4.50 lakh.
For digital sponsorship on Disney+ Hotstar, three tiers have been established: 'co-presenting' at Rs 80 crore, 'powered by' at Rs 55 crore, and 'associate sponsorship' at Rs 30 crore. Notably, digital sponsorship rates surpass those of television. The 10-second midroll rate for mobile is Rs 35 lakh, while for CTV, it's Rs 18 lakh.
According to a senior executive, the ad rates remain unchanged this year, offering an attractive and rationalized proposition based on matches, timings, teams, and schedule.
"These rates are provisional, and naturally, they will escalate if India performs well and progresses to the semi-finals and finals," remarked a senior media planner, preferring anonymity.
The Men’s T20 World Cup 2024 is slated to be co-hosted by the West Indies and the United States from June 1 to June 29, 2024.
