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MSM firms up ad sales packages for soccer World Cup

MUMBAI: Targeting Rs 150 crore (Rs 1.5 billion), Multi Screen Media (MSM) has firmed up its ad sales packages for the upcoming FIFA World Cup which will air on Sony Six from 12 June onwards.

Rohit GuptaSpeaking to, MSM president, network sales, licensing and telephony Rohit Gupta said that the ad sales strategy is similar to what the network did for the IPL. “We have four levels through which advertisers can associate with us. We will have two co-presenting sponsors who will pay Rs 150–180 million. Then there are four associate sponsors who will pay Rs 100–130 million. We have also made room for smaller companies which want to come aboard.”

MSM has sold 40 per cent of inventory to the advertisers. One spot buy package is for Rs 40 million while the other is for Rs 80 million. “But 75 per cent of our revenue will come from sponsorships. That is because the inventory for soccer is very limited compared to cricket. We have sold around 40 per cent of inventory so far. You will see e-commerce companies, mobile handset manufacturers, finance entities present. We are in discussions with FMCGs.”

Interestingly, Gupta is selling the soccer World Cup as a standalone event. “All our big properties are sold separately. If you package them as one, then you end up offering discounts. The TG for the World Cup is males 15–34. This is a coveted demographic that is hard for advertisers to capture. While there is a myth that Brazil will get low viewership, the fact is during the last World Cup, the 12:30 am matches got more viewership than the earlier matches. Viewership patterns for soccer are different compared to cricket.”