Apart from sponsors, the company has also roped in multiple spot buyers. Viacom18 is expecting close to over 500 brands to advertise during IPL live streaming.
The sponsorship and ad deals closed by the company is worth ₹2,700 crore. “These ad deals are 1.5-1.6 times the ad revenue earned by Disney+ Hotstar from IPL last year,” a top company official said on condition of anonymity.
As reported by ET earlier, Viacom18 has set an ambitious ad revenue target of ₹3,700 crore. The outlays from co-presenting will be in the ₹175-250 crore range. In the case of associate sponsors, the outlays would be anywhere between ₹40-60 crore. The cost per mille (CPM) for a 10-second mid-roll ad is ₹200. The pre-roll ad will have a CPM of ₹225 for a 10-second ad. For connected TV (CTV), the ad rate is ₹6.5 lakh per 10 seconds for a live match.
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