New Delhi: Indian Premier League might be going through a turbulent time in terms of its credibility but, when it comes to making money, it's business as usual. The advertisers are continuing to poured in money to the IPL and the overall ad spend is expected to increase by Rs 100 crore notwithstanding additional revenue generated through big television sponsorships and telecasts in theaters.
The big question then is – why, despite all the controversies, IPL remains an ad-man's platform?
The answer is simple. From mobile handsets to insurance schemes, soaps, shampoos, cars and colas - there's nothing that India's biggest media event IPL can't sell. There are over 90 brands on board the IPL in season 3.
Sources say SET Max expects to earn about Rs 750 crore, doubling its earnings from the South Africa edition. The channel is charging Rs 4-5 lakh for a ten second commercial as against Rs 3 lakh during IPL season 2.
Sources also tell CNN-IBN that IPL is charging Rs 5 lakh for a ten second commercial shown on the stadium screens.
Shashin Devsare, ED, Jania Group says that IPL is now increasingly being viewed by people from various socio economic backgrounds in the country and not restricted to the upper strata of society.
"It's also being viewed by the B&C markets, B&C target audiences, which is the core target audience for a brand like Karbonn mobiles," says Devsare.
Since IPL 3 is also available on YouTube, brands like HP, HSBC, Coca Cola, Airtel, Hero Honda and Samsung are using this new platform to place their advertisements. HP India says they sold 3,700 units just 3 weeks after their YouTube campaign.
The other innovation has been playing of IPL matches in cinemas halls. And here too, advertisers have lined up, happy with the clutter free environment.
"You have to recognise the fact that when we made a decision, we also recognised in the period of IPL, big Bollywood blockbusters don't release. So this, in a sense, is a period of low Bollywood release. A lot of the people also are typical cinema goers. For them the once a week in a cinema is part of their weekly cycle. So, in that sense this takes care of the audience," says Lloyd Matthias, CMO, Tata Teleservices
Ratings suggest that the recent controversies surrounding brand IPL may be a slight dampener. However basic confidence in the IPL is only likely to grow.
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