Sony Max the official broadcaster has bowled a bouncer at media buyers by floating an all-time high ad rate for the last three matches. as the Indian Premier League (IPL) enters the crucial knock-out stage. Sony Max has floated Rs 10 lakh per 10 seconds for the two semi-finals and final matches, which will be played on May 30, May 31 and June 1 in Mumbai.
Because of the explosive start it had witnessed, there is a steep hike despite of the fact that there was a decline in television ratings for the tournament. According to TAM People meter data, the average rating for IPL has come down to 4.72% from 5.2% during the first two weeks.
According to a media buying source, only selected broadcaster will agree even at these rates. its not surprising that Sony is charging such astronomical rates. There will be a select few advertisers who would want to be visible on the channel, because ratings are expected to be a record high during the semi-finals and final. If Sony does manage to close spot deals at Rs 10 lakh, it will better ESPN-Star Sports’ (ESS) existing record. Last September, ESS had sold 10-second spots for the inaugural Twenty20 World Cup final at rates ranging between Rs 7.5 lakh to Rs 10 lakh — and that was just for the final India-Pakistan match.
Sony Entertainment Television (SET) president Rohit Gupta said that their inventory is limited to about 600-650 seconds for the semis and finals put together, and they will close deals with three to four advertisers for spot buys. Sources said from the first IPL season Sony Max is on its way to achieve the target of Rs 300 crore. Last year, Sony had made nearly Rs 400 crore from the World Cup and Champions Trophy put together.Sony had acquired IPL broadcast rights along with World Sports Group (WSG) for a steep $918 million. As per the deal, WSG has acquired the global broadcast rights for 10 years. Sony holds the rights for a five-year term.