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India-Pakistan match sees hike in TV spot rates

With the looming clash between old rivals, India and Pakistan set to take centrestage on the cricket pitch this weekend, television channels have as expected hiked their advertising spot rates.

A report by InsideSport suggests that some channels have increased their rate to a staggering Rs 30 lakh for a 10-second spot.

Making headway in India as one of the leading sports buying agencies, Arshad Nizam Shawl, Director of Alliance Advertising and Marketing India said, “Even the States that have shown less interest in this sport like Tamil Nadu, the North-eastern States with very low or no visibility for cricket also watch the game between India and Pakistan. India-Pakistan match is a huge thing for broadcasters as it enables them to increase their on-air spot price.”

Over the past couple of years, India and Pakistan met in other ICC tournaments, which resulted in broadcaster Star TV garnering a 25% rise on its 10-second spot value. In the UK, Sky Sports, attracts some of bigger Asian brands that may not necessarily advertise any other time of the year, to ensure it reaches the huge number of eyeballs.

A leading industry player in the UK told BizAsiaLive.com , “Like India, the UK has a huge following for cricket but when it comes down to India and Pakistan, the momentum is of a different kind. Over the years, a lot of Asian brands that may not regularly advertise on television, have used the medium to pay hundreds of thousand pounds to get their brand noticed – even if it means paying the odds on mainstream services like Sky Sports or ITV.”

BizAsiaLive.com has also learnt that Alliance Advertising and Marketing has bought inventory for its clients for the match to be aired this Sunday on Sky Sports (UK).