Advertisers yet to target India's tri-series in West Indies

No takers for the upcoming West Indies tri-series featuring India

Even after winning the Champions Trophy in England, Indian advertisers aren’t so keen on targeting the upcoming tri-series to be played in West Indies, featuring the hosts, India and Sri Lanka.

The seven match series would be telecast in India on Ten Sports from 8 PM between June 28 and July 11.

Ten Sports have roped in Kent RO as title sponsors, and Micromax and Xolo smartphones as the co-sponsors for the tri-series. A couple more associate partners are expected to come over the next few days. As of now Ten Sports is charging Rs 2.5-2.6 lakh for a 10-second slot, which would increase in case India makes it to the finals.

Media planners, however, don’t feel comfortable with this. Mona Jain, CEO of Vivakai Exchange, said: “This is not a very active time for the advertisers who usually invest in cricket. Even with the Champions Trophy, one saw a spate of consumer goods FMCG (fast moving consumer goods) brands. There is a lot more cricket coming up and my guess is that the advertisers will rather put their money on the subsequent series/ tournaments.”

Anamika Jain, COO, Lodestar UM, agrees that the advertisement rates was unlikely to go up. “It also depends on the kind of property it is and a tri-series at this time is not so appealing for the advertisers. The current rate the broadcasters are asking is also slightly on the higher side.”

Considering the time difference between the two countries, one may think that selling spots for the matches could prove to be an uphill task. Citing the contrary, Sehgal says: “The matches start at 8.00 pm IST and go on till late into the night. The advantage is that the second innings will be going on post 11 and that is the time that things get interesting.”

According to Jain, while India has been doing well, it will not mean greater ad revenues for the upcoming tri-series. She says the ad rates might go down if the advertiser interest doesn’t pick up in the coming days.

Source: Business Standard