With the excitement of cricket taking hold of the nation, Disney Star is poised to generate a staggering ₹3,500 crores in advertising revenues from the 2023 Cricket World Cup, say industry insiders. The ICC Men’s Cricket World Cup is all set to commence this Thursday, starting with the opening clash between England and New Zealand. Disney Star has labeled this tournament as a harbinger of “the highest viewership and the largest number of advertisers.”
Akin to the IPL’s Ad Success:
If Disney Star manages to meet the revenue projections, it will mirror the advertising revenues of the recent Indian Premier League (IPL). For the first time, two separate broadcasters held the digital and linear TV rights for the IPL. Disney Star retained the linear rights, while Viacom18 secured the streaming rights. Together, they are believed to have garnered between ₹3,500 crores and ₹3,800 crores in advertising revenue.
Sponsorship and Advertisers Galore:
Ajit Varghese, Head of Network Sales at Disney Star, reported that the broadcaster has secured 21 sponsorship deals in the run-up to the World Cup, with around 500 advertisers already on board and more expected to join.
Festival Season Boost:
Experts attribute the surge in ad revenues to the World Cup coinciding with the festival season. Ajimon Francis, Managing Director at Brand Finance, noted that the BCCI’s decision to schedule the tournament during Dussehra and Diwali has created an opportunity for brands to promote their festival offers. He also emphasized that the tournament is anticipated to enjoy robust viewership, with many passionate fans unable to secure stadium tickets, marking India’s hosting of the event after nearly 12 years.
Differing Ad Rates and Estimates:
While the World Cup ad rates are predicted to be lower than the IPL due to the longer match durations, brands have been seeking lower ad rates from broadcasters in the current environment. Some experts, like Santosh N, Managing Partner at D and P Advisory, estimate revenue earnings from the World Cup to be around ₹2,500 crores, citing that only select matches with India or strong teams like England and New Zealand will see IPL-like viewership.
Disney’s Vision for the Tournament:
Ajit Varghese shared, “The ICC World Cup 2023 is poised to offer an exceptional cricketing spectacle, drawing the interest of both viewers and advertisers. This tournament wields significant influence over consumer sentiment and acts as a catalyst for growth.” Disney Star aims to provide a captivating cricketing experience through its programming on television and digital platforms.
Enhanced Viewing Experience:
Disney Hotstar is introducing innovative ways for fans to enjoy the World Cup, including the ability to watch matches on smartphones in vertical mode.
