ESPN Star shoots up ad rates for Indo-Pak series

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Published: Monday, November 19, 2012, 11:40 [IST]
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Ad rates for Pak tour higher than IPL

New Delhi, Nov 19: The official broadcaster for cricket in India, ESPN StarSports have revised the advertisement rates for the upcoming Indo-Pak series, as the two countries are reviving cricketing ties after a long time, as the rivals haven't toured India since 2007.

Since the matches between the two cuntries are termed to be intense, ESPN StarSports, have increased the ad rates as sources reveal that the broadcasters have asked for over Rs 8 lakh for a 10-second spot, which is higher than the ad rates during IPL (5 Lakh/10-sec spot)

"The ad spots for the entire India-England Test matches are sold. The response has been good despite the fact this is happening after Diwali. We are now getting ready for the Indo-Pak series. There will be a premium on this series as it is happening after a gap of four years," ESPN Software India Executive Vice-President Sanjay Kailash said.

While another source also suggested that advertisers are looking at creating an impact during the bilateral series.

"The rates are going to be very high. The advertisements during those India-Pakistan matches will be only for impact and not for efficiency," ZenithOptimedia Managing Partner Navin Khemka was quoted as saying by Cricketcountry.com

Since the two teams haven't played in India since 2007, it adds more weight to the ad rates, as the advertisers want to make it big this time around during the bilateral series to be played in the month of December 2012 and January 2013.

"This is the sort of series which brings viewers, who have otherwise stayed away from cricket, back in front of the TV. The viewership will be extremely high," Sanjay Kailash said.

Talking about ESPN StarSports' initiative to come up with the Hindi commentary for the upcoming series against Pakistan, having roped in Kapil Dev, Ramiz Raja and Navjot Singh Sidhu, Kailash said that since the viewership is more during Indo-Pak series, they are targetting the Hindi speaking population.

"For a home series for India, the viewership can be anywhere between 120-130 million. What we are now trying to do is expand that base by targeting the Hindi speaking belt with separate commentary and shows," Kailash said.


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