World Cup 2011: Brands stumped by India-Pak ad rates

 All roads may be leading to Chandigarh as cricket fans and teams prepare for the high-voltage India- Pakistan world cup semi-final match, but official broadcaster ESPN Star Sports is still to find takers for the ad inventory it had kept aside for lastminute deals, due to high rates. Media agencies handling enquiries for advertisers say brands are unwilling to cough up Rs 18 lakh per 10 seconds and ESPN Star Sports (ESS) may have to settle for less to use up any last-minute inventory. "Currently there are no brands we have heard of who are willing to buy spots at Rs 18 lakh per 10 seconds," says a senior media buyer from GroupM, the country's largest media buying firm whose clients include PepsiCo andHindustan Unilever . "Brands do want to use the opportunity, but the minute they hear the steep rates, they are backing out," the person added. 

ESPN Star Sports has sold most of the airtime for the semi finals and final, much in advance. The rates ranged from Rs 4-5 lakh for 10-second spots before the start of the tournament to Rs 10-11 lakh when it was clear that India will play Australia in the quarter final. Now, media agencies say it is demanding Rs 17-18 lakh for the less than 10% unsold inventory. Media agency executives say that the broadcaster has already earned more than Rs 800 crore from the world cup. An ESPN Star Sports spokesman declined to comment on the ad rates, but said the broadcaster had already sold almost 95% of its air-time . 

DEEPAK KUMAR

PGDM 2ND SEM