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In addition, the unreasonably high rates that Multi Screen Media (MSM) is charging have also pushed some advertisers to focus more on such kinds of deals. As per industry sources, MSM was charging Rs. 4 lakhs for a 10 second slot a couple of weeks ago (and mind you, these rates are for preliminary matches; the rates for finals and semi finals are even higher). But there were not many takers for the slots at such exorbitant prices. And thus, within just two weeks, the prices are said to have fallen down to Rs. 3 lakhs per 10 second slots. “IPL is hot property since the visibility is high; yet if you go by the cost benefit analysis, it’s not that hot for advertisers, considering the expensive pricing of the ad slots,” avers Havas Media’s Nayyar. Here is the cost benefit analysis Anita may be referring to: On an average, an IPL match delivered ratings of 4-5 and is costing Rs.4 lakhs per 10 second slot. A Balika Vadhu delivers an average rating in the range of 4-6 and costs Rs.3 lakhs per 10 second slot. So it makes more sense to advertise on Balika Vadhu over IPL.
Interestingly, IPL is also fighting for marketers’ attention with the T-20 gala – the ICC T-20 World Cup 2009, which is also around the corner, starting June 5, 2009. This is also one reason for the lack of interest among advertisers when it comes to booking TV spots. “The ICC T-20 World Cup is a major reason why advertisers are shying away from IPL as they will be getting almost the same visibility at a cheaper price,” said a media analyst requesting anonymity. Though experts agree that there’ll be a rush for TV spots once the League kicks off, they believe companies will focus more on deals that promise higher returns.
That’s life in a slowdown folks! When resources are scarce, collectivism wins. More for less is the mantra. And IPL, by virtue of its heady concoction of cricket, Bollywood, glamour, thrills – the works, turns out to be a much larger canvas than any individual celebrity. So KKR rules, at least for now. No hard feelings, Hrithik!
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Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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