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Sony looking to widen pool of advertisers for IPL 10

MUMBAI: Sony Pictures Networks India (SPNI) is looking to widen its pool of advertisers for the 10th edition of the Indian Premier League (IPL) even as it eyes advertising revenue of Rs 1,300 crore from the event.

The broadcaster has so far roped in 10 sponsors for the upcoming season which kicks off on 5 April. The plan is to have a roster of 13 or 14 sponsors, up from last year’s list of 12 advertisers.

Rohit Gupta

“We have sold 10 sponsorship slots. We are in discussions with five to seven more companies. We will stick with three co-presenting sponsors, but the number of associate sponsors could go up. The greater the number of sponsors, the less the clutter. It works in our favour as well as for advertisers,” SPNI president Rohit Gupta told TelevisionPost.com.

Makemytrip is the latest company to have come on board and is an associate sponsor. As had been reported earlier by TelevisionPost.com, Vodafone, e-commerce giant Amazon and mobile handset maker Vivo are the co-presenting sponsors. While Vodafone has been present since the first edition of the T20 league, Vivo is also the title sponsor of the IPL.

The associate sponsors on SPNI’s broadcast besides Makemytrip are Ceat Tyres, Yamaha Motors, Vimal Paan Masala, Parle Agro’s Frooti, Yes Bank and wire-maker Polycab.

“We have slots open for the auto, payment gateway and consumer durable categories. We are also talking to two players in the FMCG space. Sponsorships account for 60–70% of revenue. Depending on how discussions pan out, we may have more associate sponsors.”

In the coming days, Gupta expects to have completed 80% of ad inventory sales.

The co-presenters, Gupta said, pay in excess of Rs 70 crore. The associate sponsors pay Rs 35–45 crore.

The spot rate for co-presenters works out to Rs 5,25,000 for a spot. For associate sponsors the rate is Rs 5,75,000 a spot. Then for spot buyers the rate is over Rs 6,00,000. There is also the high-definition feed where the rate is Rs 2,00,000 a spot.

There is also sales for the wraparound show ‘Extraaa Innings’. So far, three to four clients have come on board who are the same as last year.

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