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ESPN Star Sports to earn Rs 2 bn ad revenue from T20 World Cup
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MUMBAI: ESPN Star Sports is expected to earn an advertising revenue of just under Rs 2 billion for the T20 World Cup.

ESPN Software India managing director RC Venkateish declined to comment on the revenue figures. He, however, said the event had attracted advertisers and only 1-2 per cent of the inventory was remaining to be sold.


The sponsorship list includes Reliance, Pepsi, Maruti, HP, Perfetti, Nokia, Adani, Visa and Max New York Life Insurance.

ESPN had earlier said it has written 80 per cent more advertising revenue for the T20 matches as compared to the last edition in 2007, with 10 sponsors and an additional 20 corporates for spot-buys on live as well as pre-post programming.

The T20 World Cup, that kicked off on 5 June, will have 27 matches and is being broadcast on Star Cricket, one of the three sports channels run by ESPN Star Sports.

"The T20 World Cup offers a great opportunity as it is happening in prime time. Only if the matches get extended to very late hours is there a doubt about some dilution in viewership," says GroupM managing partner Prashant Kumar.


With the Indian Premier League just ending, will this have a negative impact on the T20 World Cup? "No, not necessarily. The fact that it is a World Cup means that clients are interested. Since India is the defending champions, the viewer interest will be high," says IMX Media senior VP Sejal Shah.

According to several media buyers that Indiantelevision.com spoke to, the IPL has some advantages as it has more number of matches (59 matches) and each match features Indian players. "The ratings for the non India matches fall by quite a margin. But despite that, many advertisers feel that the T20 World Cup is worth it," a media buyer of a leading agency said on request of anonymity.


Another media buyer said the IPL gets ad rates in a wider range while the T20 World Cup is more range bound in its rates.
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