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As ET Reported - Disney Star-owned sports broadcaster Star Sports, along with streaming platform Disney+ Hotstar, has released its rate cards for advertisers for the upcoming Asia Cup and ICC Cricket World Cup. The media company aims to capitalize on both events, leveraging factors such as the festive season, India vs. Pakistan matches, and the ICC World Cup taking place in India after 12 years to boost ad revenue.
For the ICC Cricket World Cup, Star Sports is seeking Rs 120 crore for co-presenting sponsorship and Rs 90 crore for associate sponsorship opportunities. Spot buyers are asked to pay a premium rate of Rs 31 lakh per 10 seconds for India and knockout matches.
For the Asia Cup, the broadcaster aims to secure Rs 26 crore for co-presenting sponsorship and Rs 20 crore for associate sponsorship. Spot buy rates are set at Rs 25 lakh per 10 seconds for India vs. Pakistan and the final match.
Disney Star is also the official media rights owner for both events until 2023.
Disney+ Hotstar, the streaming service, will offer both properties for free to mobile users. For the ICC Cricket World Cup, it is seeking Rs 150 crore for co-presenting sponsorship and Rs 75 crore for 'powered-by' sponsorship, with a target of Rs 40 crore for associate sponsorship. For the Asia Cup, the platform is asking for Rs 30 crore for co-presenting sponsorship, Rs 18 crore for powered-by sponsorship, and Rs 12 crore for associate sponsorship.
Advertisers interested in mobile ad spots will have to pay Rs 15 lakh per 10 seconds for the World Cup and Rs 12 lakh per 10 seconds for the Asia Cup. For Connected TV (CTV), the streamer is asking for Rs 4 lakh per 10 seconds for the World Cup and Rs 3.5 lakh per 10 seconds for the Asia Cup.
The cost per mille (CPM) for mid-roll ads during India matches is Rs 500 per 10 seconds for both tournaments.
The ICC Men's Cricket World Cup 2023 will be played in India from October 5 to November.
The Asia Cup, co-hosted by Pakistan and Sri Lanka, will involve a total of 13 ODIs, with India expected to play two confirmed group-stage matches.
Industry watchers speculate that the absence of ad spending by startups and the 28% GST levy on gaming companies might affect Disney Star's ad revenue targets. However, the media company remains optimistic, expecting traditional advertisers to boost spending during the festive season.
As the sporting events draw near, advertisers will have to evaluate these rate cards and decide whether the exposure and potential returns justify the significant investment demanded by Disney Star.
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