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Star India to earn big from 3 upcoming cricket series

MUMBAI: Star India could be earning advertising revenue upwards of Rs 450 crore from the India-Australia and two other series that follow, according to media agencies.

Being the official broadcaster for international matches played in India, Star will get to telecast two other tours following the Australia series. There is the India versus New Zealand series which will have three one-day internationals (ODIs) and three T20 matches. Sri Lanka will also visit India.

Said Madison World COO Buying Neelkamal Sharma, “Star is likely to generate Rs 450-500 crore as advertising revenue from these three series. Some advertisers are buying through the three series while others are looking at only the India-Australia matches.”

A Star India spokesperson noted that all three series are available as a package as well as individually.

Star is looking to earn big from the India versus Australia series and has lined up 12 sponsors for the event.

Star has increased the average advertising rate for a 10-second spot as the series includes five ODIs and three T20 matches. The nearly month-long series kicks off on 17 September.

“We already have 12 sponsors on board. The India-Australia series is a marquee event with high quality cricket taking place during the festive months. This is the best available property for clients who are looking for high impact for their brands,” said the Star India spokesperson.

The sponsorship roster includes Maruti, Hero, Samsung GalaxyNote8, HUL Ayush, Coca-Cola, Make My Trip, Samsung LED, Daily Hunt, Vimal Pan Masala, BYJU’s, LG and Policybazaar.

“The ratings of cricket have been continuously on the rise. They have doubled in the last three years. The upcoming India–Australia series will be a much-anticipated contest and the ratings are expected to beat the previous estimates of bilateral series. Each series has a mix of ODI and T20, which is expected to drive viewership. The upcoming festive season is seeing a lot of action and we expect brands across categories to leverage the cricket season to maximise impact,” the spokesperson added.

Given that there is not much buoyancy in the market, Dentsu Aegis South Asia Chairman & CEO Ashish Bhasin feels that it will be difficult for any TV property to raise rates substantially.

“Cricket is relatively better off. There is universal appeal and it is in demand. A rise of 10% in ad rates is possible but the days when you could ask for a 20-30% jump are definitely over. It is a good thing that the India-Australia series is happening during the festive season,” Bhasin said.