Mumbai: The Twenty20 World Championship tournament is drawing unprecedented rates for advertisements.
Spots for certain matches, such as India versus Pakistan are already going for more than three lakh rupees for a 10 second slot.
The world of cricket has been bowled over (shots of a dramatic clean-bowled - bails flying off the stump) by the unprecedented rates advertisement slots are commanding in the ongoing 20-20 Cricket World Cup in South Africa.
Rates have primarily shot up as the number of advertisers far outstrips the number of slots available, given that the duration will be cut down to less half of an average one day match.
"The format is shorter and therefore, the clients who really don't want to invest a huge truck-load of money into cricket can also find a place in this format," said Manish Porwal, MD, Starcom.
Three of the biggest names in Indian cricket (Rahul Dravid, Sachin Tendulkar and Sourav Ganguly) are not playing in the Twenty20 World Championship and experts believe that will help bring a new set of advertisers to the game.
"It is a game for the younger lot and that allows a lot of other brands which have built themselves in the platform of energy to probably get in," added Manish Porwal.
"Twenty20 is not necessarily going to compete with the 50-over ODl. It is going to compete with Bollywood movies or any other form of short, snappy entertainment which is available for the viewers today," said Sunder Raman, MD, Mindshare.
With 20-30 percent of the slots being held back for last minute sales, the numbers are expected to go skyward.