Click to play videoNew Delhi: When there is cricket, there is always money and it doesn’t get any bigger than the World Cup! Especially for Set Max, the channel with rights to telecast World Cup matches.
On the opening day of the World Cup, Set Max was clapping really hard. Daily online rating agency aMap says the channel cornered 16.05 per cent market share on that day.
That is despite the channel's strange move to not telecast the opening ceremony. Even so, its share was more than five times the average channel share on a given Tuesday.
As for the channel's advertising kitty, it's only getting fatter and fatter. While the eight main sponsors featured in the commercial spots, Sony also flashed brands on screen between commercial breaks while a match was on. With almost all brands hiking their ad budgets for the World Cup, this means more money for the total.
"With the World Cup, we are expected to grow by at least 20 per cent," claims Sandeep Tiwari, Head of Marketing with LG Electronics, India.
"In fact, the ad spend this year is likely to rise to almost 20 per cent. Usually, ad spend increases annually by 10-12 per cent. So that's an almost doubling in spends," Tiwari reveals.
March and April could see the maximum money flow coming in from brands under the ad budget as both diehard cricket loyal brands and the new ones will try to make the maximum when the on-field action is on.
But the gravy train could slow down in May and June. As for Set Max, it is trying to make sure that it sees green all the way till the last day of World Cup on April 28.
(For updates you can share with your friends, follow IBNLive on Facebook, Twitter, Google+ and Pinterest)
More on IBNLive Right Now
MOST SHARED
PHOTOGALLERY
