Click to play videoMumbai: With everybody glued to their seats to watch the match between Pakistan and India on TV, one can say that it is not just cricket that has been rejuvenated.
Advertisers who were slacking off placing money on cricket are now sitting up in their seats.
A new format- an Indian side missing it is usual stars is surely not an advertising bet by any means, but with India and Pakistan on the battle field, it was a gamble that paid off.
“People who invested at the start of the series are now sitting on a pile of money. People who are jumping in now are spending so much more,” says CEO, Lodestar Universal, Sunil Sinha.
The last India-Pakistan match on September 14 saw ratings of 15.2 and the combined channel viewership of ESPN Star Sports and Star Cricket was almost half the market share at 47.2 per cent.
The two channels that are showcasing ICC World Twenty20 live and exclusive notched up an 8.6 per cent of the channel share ahead of Zee TV (seven per cent) and Star Plus (6.5 per cent).
With TRPs for the match also expected to skyrocket, ad rates for the 20-20 series, comparable BCCI rates for ODIs too have leapfrogged by almost 30-35 per cent.
So it is not surprising that advertisers like Reliance Communications, the title sponsor of the series, who spotted the potential of the format early on are also laughing all the way to the bank.
“The two reasons are that the feature film is to two-and-half to three hours long and is ideal for optimum viewership,” says head, Brand & Mktg, Reliance Communications, Sanjay Behl.
The success of the format is a gamble that has paid off and is opening a new exposure to a new level of consumer interaction.
But spiraling ad rates are one fall out of the Indian team's smashing performance.
And besides that endorsement rates for most of India’s latest cricketing heroes are also speculated to rise by almost 50 per cent.
And with viewer interest in cricket recaptured, the highest statistics in cricket will continue to be found off the field.
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