New Delhi, Dec 22: The official broadcasters of the Indo-Pak series, ESPN Star Sports would be richer by Rs 140 crore having increased the advertisement rates for the upcoming series T20 and ODI series against Pakistan starting on Dec 25.
According to sources, a 10 second spot is priced between 7-7.5 lakh for ODIs while it is being sold at Rs 9 lakh per 10 second ad for T20 internationals against Pakistan.
Though it is not a full-fledged series, the short series being squeezed in between the England Test and ODI series is reaping benefits for the official broadcaster.
Talking about the ad rates, Sanjay Kailash, Executive Vice President, ESPN Software India Pvt Ltd, said "We are delighted with the response from advertisers on India Pakistan series. India-Pakistan is always extremely sought after and the series therefore was sold at a premium."
"We have monetised India Pakistan ODIs at a rate which is double as compared to the historical industry average. Even rates for India-Pakistan T20 are double than the most sought after T20 tournament in the country," Sanjay Kailash added.
The official broadcasters have also signed four joint presenting sponsors including Havell's, Celikon Impex Pvt Ltd, Hero Moto Corp and Micromax LED TV. While it also includes five associate sponsors - Coca Cola, Vodafone, Karbonn Tablets, Cadbury and Pidilite.
Moreover to attract the Hindi speaking population, ESPN StarSports has come up with an initiative to introduce Hindi commentary for the upcoming series against Pakistan, having roped in Kapil Dev, Ramiz Raja and Navjot Singh Sidhu.
"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.