Indian Premier League's 9th season is going on through its final phase. Taking the advantage of high Indian following of the league, Sony Pictures Network,India has hiked its ad rates. Now, a 10-second spot will cost advertisers R25 lakh for the last four matches.
Rohit Gupta, president of network sales, Sony Pictures Network said “The ratings so far have been good; we don’t see any reason why we shouldn’t increase the rates. Last year, the rates for the last leg were Rs 16-18 lakh.” Till now, the Mumbai Indians versus Rising Pune Supergiants opening match garnered the highest ratings with 2,44,48,000 impressions as per BARC India data.
This IPL season has seen a number of first-timers, especially from the smartphone category like LYF and Intex. Vivo, which entered India in December 2014, has shelled out Rs 100 crore a year for title sponsorship for two years after PepsiCo India pulled out after the match-fixing scandal of 2013. The ninth season has seen more than 80 brands piggy-backing on the IPL and its popularity.
Media planners and buyers hold the opinion that though the hike in ad rates is difficult to fathom, it is all about supply and demand, after all. The tournament over the years has proven itself and, hence, can demand such high rates.