MUMBAI: With flexible sponsorship packages for the Asia Cup and ICC Cricket World Cup, Disney Star is seeking to capture 80% of the total advertising budgets for both the television and digital platforms.
In interviews with business newspapers, The Economic Times and Mint, Ajit Varghese, head of network ad sales, Disney Star, said that the broadcaster would utilize its strengths across both platforms and offer tailor-made packages to advertisers to reach one billion people.
During the Indian Premier League 2023, Disney Star only had the TV rights, while Viacom18 had digital rights; for the Asia Cup and ICC Cricket World Cup the company has exclusive rights of the two properties.
“Our approach to the market is to talk about India’s largest network for TV and digital. We can reach one billion people through our offerings and that’s the power we are trying to sell. We are not pitting TV against digital. Our plan for advertisers on digital will be customised and appealing, as we will offer attractive pricing and a wide range of targeting options. It will get us a larger share , say, two-thirds, or even 80% of the festive spend over the next few months leading to the festivities across our network,” Varghese told Mint.
He told The Economic Times that “contrary to the perception that cricket advertising is expensive, Disney Star aims to make it more accessible, as sources said the company is offering entry points with costs as low as 70 cost per thousand (CPM), equivalent to buying advertisements on an user-generated content platform in the country today. With no restrictions on minimum outlays, presence on CWC 2023 is a possibility for every brand, irrespective of size and scale. Star Sports team can customize an advertiser’s presence in both the events based on the budgets available.”
