IPL 2021 clocks Rs 2,950 crore in TV advertising

A euphoria around the second leg of the 2021 edition of the Indian Premier League (), along with the availability of limited inventory, has resulted in the ad rates of the league surging to more than Rs 17 lakh for 10 seconds.

Star India has sold the remaining 5% inventory for over Rs 17.2 lakh per 10 seconds slot, taking overall bookings for the entire season to more than Rs 2,950 crore, said people aware of the matter.

“After a very successful season in 2020, when the entire league took place in the UAE, the expectations from the current season were anyway high,” said one of the persons, who did not wish to be identified. “So, when the IPL 2021 was suspended mid-season due to an increase in the number of Covid-19 cases, there was a concern of losing momentum. But, as it is now co-including with the festive season, a lot of advertising money has moved from other genres to IPL.”

ET was first to report on September 3 that Star and Disney India had sold almost 95% of the advertising inventory of the remaining matches of the league. The broadcaster has signed 15 sponsors for Star Sports Network and 12 for its OTT platform Disney+Hotstar.

With half the tournament suspended, Star India had informed all advertisers, who had bought airtime on the 14th edition of the league, that they will get the first right to continue with ad deals if and when the tournament resumes.

Most of the sponsors, except six, decided to continue in phase 2 of the league. Brands from categories relevant for summers, such as ACs and fans, have opted out.


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