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MSM signs bulk ad deals with 9 brands for IPL-2
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NEW DELHI: Multi Screen Media (previously Sony Entertainment Television) has finalised bulk ad deals with nine brands, which will be aired during the telecast of IPL-2. Vodafone and DTH player Airtel digital television will be the co-presenting sponsors, a senior Sony executive said.

“Hyundai, Coca-Cola, Godrej, Havells, LG, Hindustan Lever and Samsung Mobile will be the associate sponsors for IPL 2,” MSM president-network sales Rohit Gupta said. He said the broadcaster has sold an estimated 70% of the total ad time available during IPL-2 and got nine sponsors, compared to seven in the last season. The company is hopeful of selling 85% of the total ad time before the first match on April 17. The balance 15% will be sold at a premium as the series gain momentum.

The broadcaster is charging over Rs 4 lakh per 10 seconds for the second edition of the Twenty20 cricket series. This year, it has done away with category-exclusive deals. Last year, the broadcaster had signed exclusive deals with brands that blocked rivals from advertising during the series. This was done to assuage advertisers who did not know how viewers would take to such a cricket series.

“As IPL turned out to be a huge success, we have done away with this kind of exclusive deals. Now, multiple brands in the same category will get to advertise, which will help increase our advertising base.” This time, MSM is also offering flexible deals to small advertisers for them to choose the matches.

MSM feels South Africa as the venue will only grow the television viewership further. But Mr Gupta refused to divulge the advertising revenues that the company will earn from IPL-2. Last year, the company is believed to have earned an estimated Rs 300 crore from bulk deals alone.

About the strategic five-minute breaks that BCCI will introduce in IPL telecast, he said it’s a step to increase viewership for IPL and will be similar to the format followed by the National Basketball Association championship games in the US.

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