T20 World Cup: Prime-Time Matches Drive Viewership Surge

Kingshuk Mitra from Star Sports and Dhruv Dhawan from Disney+ Hotstar India discuss the tournament's appeal to advertisers and viewers.

Building anticipation for the upcoming T20 World Cup, Disney Star, the tournament's official broadcaster, anticipates a surge in viewership and advertiser interest. Kingshuk Mitra, Head of Ad Sales at Star Sports, and Dhruv Dhawan, Head of Ads at Disney+ Hotstar India, share insights into the event's prospects and strategies.

Mitra highlights the allure for advertisers, noting that the tournament's prime-time scheduling in India, starting from June 2, is a significant draw. Dhawan echoes this sentiment, emphasizing the accessibility of free streaming on Disney+ Hotstar during prime time, expected to attract more viewers and enhance advertiser reach.

Addressing potential concerns about the impact of free streaming on television viewership, Mitra emphasizes the unparalleled experience of watching on large screens. He reassures that data reflects increased television ratings despite free streaming options.

Innovative advertising solutions are also on the agenda, with Mitra discussing tailored strategies such as the Tata Play partnership for targeted advertising. Additionally, new ad formats like 'Star Deals' aim to engage viewers by offering interactive experiences.

Dhawan highlights Hotstar's ability to target premium households and introduces features like WhatsApp integration for direct audience engagement. Both emphasize the synergy between television and digital advertising, with bundled offers available for advertisers seeking a cohesive approach.

Despite competition from events like the IPL and elections, Mitra remains confident in the T20 World Cup's appeal to advertisers. Dhawan acknowledges some impact on ad spends but anticipates continued interest from brands, especially during India matches.

While digital viewership rises, Dhawan emphasizes the enduring popularity of linear TV. He predicts sustained growth for all platforms—linear, mobile, and connected TV—in the evolving media landscape.