9 Spon­sors Game for IPL 2017, Sony May Bring More to Field

The broad­caster’s tar­get­ing ₹ 1,300 crore from the 10th sea­son

The Economic Times - - Brands: Creating Desire - Gaurav.Laghate @times­group.com 5.75 lakh

Mum­bai: Sony Pic­tures Net­works In­dia (SPN) has locked in nine spon­sors for the 10th sea­son of In­dian Premier League (IPL) set to launch on April 5. The broad­caster with rights to air the most pop­u­lar 20-over cricket league is tar­get­ing ₹ 1,300 crore from the up­com­ing sea­son.

Sony has roped in mo­bile hand­set maker Vivo — the ti­tle spon­sor of the league — as one of the co­p­re­sent­ing spon­sor along with long-time part­ner Voda­fone. SPN has also got con­fir­ma­tion from one of the ecom­merce ma­jors to be the third co-pre­sent­ing spon­sor.

Among as­so­ciate spon­sors, who have signed con­tracts are CEAT Tyres and Vi­mal Pan Masala, who re­newed con­tracts, and first timers Yamaha Mo­tors, Parle Agro’s Frooti, Yes Bank and wire-maker Po- ly­cab.

“Once again ad­ver­tis­ers’ re­sponse has been fan­tas­tic and this year we will make over ₹ 1,300 crore,” said Ro­hit Gupta, pres­i­dent – net­work sales & in­ter­na­tional busi­ness at SPN. “There are three co­p­re­sent­ing and six as­so­ciate spon­sors al­ready and we are in talks with RB (ear­lier Reckitt Benckiser), which is most likely to come on board and ad­ver­tis­ers in three more cat­e­gories in­clud­ing four-wheel­ers, pay­ment gate­ways and home ap­pli­ances.”

Gupta said the 2016 edi­tion of the league raked in close to ₹ 1,100 crore in ad­ver­tis­ing money from max­i­mum spon­sors till date. “The 2017 edi­tion is even bet­ter,” he said. “The way it is look­ing, we might close 13 spon­sors this time. IPL is one of its kind prop­er­ties that has been de­liv­er­ing growth in both rat­ings and reach year-onyear. It is now seen as a risk-free in­vest­ment for ad­ver­tis­ers with a high re­turn on in­vest­ment (RoI).”

“It's a car­ni­val,” says Vinit Karnik, busi­ness head at GroupM’s en­ter­tain­ment and sports division, ESP Prop­er­ties In­dia. “In­di­ans around the world cel­e­brate IPL's ex­travaganza. Right from play­ers’ auc­tion to the play­offs, ev­ery mo- *Av­er­age TV View­er­ship In ‘000 (TVTs) 300 sec­onds 210 sec­onds 210 sec­onds SPOT BUY­ERS /10 sec­onds HD CHAN­NEL RATE /10 sec­onds ment is fol­lowed, cher­ished and shared. Over the years IPL has be­come an in­te­gral part of In­dian fam­i­lies’ must do list, a cus­tom­ary yearly pil­grim­age,” he said.

A typ­i­cal IPL match has ad-in­ven­tory of 2,300 sec­onds, out of which Vivo, which re­placed Oppo as the pre­sent­ing spon­sor this year, has com­mit­ted 300 sec­onds of air­time per match. Other pre­sent­ing spon­sors have com­mit­ted over 210 sec­onds each, while all as­so­ciate spon­sors are given 120 sec­onds.

Gupta claims while pre­sent­ing spon­sors have come at a price of ₹ 5.20 lakh per 10 sec­onds spot, as­so­ciate spon­sors will be pay­ing ₹ 5.75 lakh for spots. “After we close all spon­sors, there will be less than 30% in­ven­tory left for spot buy­ers, who will have to cough up ₹ 6 lakh per slot,” Gupta told ET.

Me­dia ex­perts said while de­mon­eti­sa­tion im­pacted the ad­ver­tis­ing spends of var­i­ous com­pa­nies in the months of De­cem­ber and Jan­uary — with some spill over in the first quar­ter of 2017 — IPL will re­main unaffected, as it re­mains the most sought-after prop­erty.

“`1,300 crore tar­get should not be dif­fi­cult,” said R Venkata­sub­ra­ma­nian, se­nior VP at me­dia agency Ini­tia­tive Me­dia In­dia. “They have al­ready signed 9 spon­sors and talks are on with more brands, Sony won’t have to worry about spot buy­ers ei­ther.”

In its 10th sea­son now, IPL has seen mas­sive jump in reach over the years. With a cu­mu­la­tive reach of 361.2 mil­lion, sea­son 9 of IPL wit­nessed a 254% in­crease since its in­au­gu­ral sea­son in 2008 and an 88% in­crease over the pre­vi­ous sea­son.

“There is no other prop­erty which gives con­sis­tent rat­ings over six weeks, thus the ad­ver­tis­ers’ in­ter­est is nat­u­ral,” said Tuhin Mishra, MD at Base­line Ven­tures, a lead­ing sports mar­ket­ing firm. From the mo­ment the first ball is bowled, ev­ery­thing else takes a back seat for one-and-a-half months, he adds.

Sea­son Rev­enue (` cr)

1,100 850 800 800 1,000 750 600 450 400 Cu­mu­la­tive reach (in M) Av­er­age TV View­er­ship*

17,112 10,151 8,481 7,835 7,270 7,044 8,342 6,724 6,105

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