For starters, several GECs have decided to withdraw the special 30-40% World Cup discounts on advertisement rates, especially with big-ticket advertisers being compelled to switch tracks as cricket viewership levels decline, reported The Economic Times
Madison Media Plus COO Basabdutta Chowdhuri told that "The kind of reach and GRPs that advertisers had planned with the World Cup in mind will no longer will be possible. Hence, they will have to shift their focus to GECs to realise their objective till the World Cup season. In such circumstances, the special ad rate packages that several top GECs had announced is likely to be withdrawn."
TAM audience rating number shows that the relative share of Zee Cinema before World Cup was 30.1 per cent, but fell to 21.8 after World Cup kicked off.
"But all that has changed with India's World Cup exit. Which is why, GECs have a huge opportunity to gain lost ground," said Starcom India MD (south&west) Manish Porwal.
Zee Network's executive VP and head of ad-sales Joy Chakraborthy also felt that several advertisers will migrate to GECs.
"There will be a lot of demand for GECs as these channels provide consistent viewership. Quite a few clients were also sitting on the fence and weighing whether to go for cricket or not. This clientele will surely look at GECs as an option as cricket is not delivering," Mr Chakraborthy said.