Ad Revenue for T20 World Cup: A Breakdown
The upcoming ICC Men's T20 World Cup 2024, scheduled from June 1 to 29, is expected to generate significant revenue from advertising. Let's break down the numbers and provide insights into how much advertisers are likely to spend and who will benefit from this influx of money.
Historical Context
The last ICC Men's T20 World Cup in Australia in 2022 generated an estimated ₹1,600–1,700 crore in ad sales. This figure includes both linear TV and digital revenue. The earnings from linear TV alone were around ₹1,000 crore.
Expected Revenue for 2024
For the upcoming T20 World Cup, Disney Star, the official broadcaster, is expected to earn much more than ₹1,800 crore from advertising. This represents a significant increase from the previous edition, driven by the growing popularity of the format and the increasing demand for digital advertising.
Ad Rates and Inventory
Disney Star is seeking ad rates of over ₹6.2 lakh per 10-second spot on TV and ₹6.5 lakh per 10-second spot on digital platforms. For India matches, the rates are higher, ranging from ₹13 to ₹26 lakh per 10-second spot. The broadcaster has already booked ad deals worth ₹400-500 crore across TV and digital, with a significant portion of the inventory still available for sale.
Digital vs. TV Advertising
Digital advertising is expected to do better than TV due to its lower entry barriers and multiple targeting options. Disney+ Hotstar, the official streaming platform, is seeking higher sponsorship outlays compared to TV, with co-presenting sponsors expected to pay ₹80 crore and associate sponsors ₹30 crore.
Premium for T20 Matches
T20 matches typically command a premium over one-day internationals, with ad rates 35-40% higher. This is due to the shorter format's higher viewership and engagement, making it an attractive platform for advertisers.
Impact on Advertisers
The T20 World Cup is expected to attract a significant number of advertisers, with a 50% growth in advertiser count compared to the previous edition. The event will give a unique chance for brands to reach a large audience, particularly during the prime-time matches broadcast at 8 pm IST.
Conclusion
The T20 World Cup is poised to generate substantial revenue from advertising, with Disney Star expected to earn more than ₹1,800 crore. The event will provide a platform for advertisers to reach a large audience, particularly during the prime-time matches. With digital advertising expected to do better than TV, the T20 World Cup is set to be a lucrative event for both broadcasters and advertisers.
