The game is set to take place at the United Arab Emirates behind closed doors due to the safety issues concerning Corona. So, the streaming partner Star is now selling ad slots at the rate of Rs 10 Lakhs to Rs 12 Lakhs for a ten seconds slot. The matches will commence from September 15 at 7:30 PM.

Since TV consumption has been up by 15% since the lockdown, things are looking up for the advertisement industry. The platform will be streaming the matches on Hotstar and is now attracting advertisers from all around the country as IPL’s viewership is most likely to increase this year.

“After COVID this year, companies are looking at recovery. Also, as IPL coincides with the festive season, the timing seems just right. Even with Vivo pulling out, we saw three bidders coming in and brands showing so much interest in the league. IPL, as we know, is a Pan-India property and is sure to lift the festive season. As the property manages to garner eyeballs from across the country, it will attract reams of advertisers,” says Shashi Sinha, CEO of IPG Mediabrands.

“With consumer sentiment having hopefully crossed the nadir, businesses will want to trigger consumer demand and what more popular advertising property than the IPL to do so. Despite the high rates, I believe brands will see this as an investment that will deliver ROI in terms of jump-starting demand. We’ve had at least 2 IPL-specific pitches over the past few weeks, so I would say that yes, brands will bet on IPL,” says Ayesha Ghosh, EVP & Head of Office, Taproot Dentsu.

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Star Sports earned a revenue of Rs 2000 crores from last year’s IPL and is determined to earn a much bigger number this year despite the COVID situation. They have signed 12 sponsors and 80 advertisers so far and also tied up with other digital platforms. The matches will be streamed in Hotstar and the company is selling 10 seconds slots at a rate of Rs 12 Lakhs per slot.

To invite more brands, Star network has extended its pre-match program durations to 60-90 minutes. Hotstar is currently working on ways to bring live experience to their audience watching the matches from home. The matches will be commencing from September 16 behind closed doors. Apart from the usual advertising brands, Star Sports has seen new advertisers from two-wheeler brands, online education and mobile gaming platforms.

“IPL has always been the most-awaited national sporting event, now more than ever with the lack of live sports for such a long time. Despite the enormous demand and record-breaking viewership expected, for now, we are not increasing the price and are keeping it the same as what was planned for March 2020,” says the CEO of Star Sports, Karan Thakar.

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