MUMBAI: The winning performance by a resurgent Indian team in the recently concluded 4-Test series against Australia has drawn massive advertiser interest for the upcoming series where India hosts England.
For host broadcaster Disney India, the heightened allure of the contest will reportedly translate into Rs 5 billion in ad revenues from television and Disney+ Hotstar, the network’s over-the-top video streaming platform.
According to LiveMint, Rs 5 billion is the total that media buyers estimate official broadcaster Star Sports (from television) and Disney+Hotstar, the network’s over-the-top video streaming platform, will pull in by the end of the full fledged series that comprising three ODIs, five T20s and four Tests.
Said media buyers have told the business daily that Star Sports, which is selling 10-second ad slots for between Rs 700,000 and Rs 800,000, has so far sold 80% of ODI and T20 inventory, besides 70% of Test match slots.
Be that as it may, the solid numbers will still leave a significant shortfall in the network’s P&L once the series is done and dusted. Why? The current agreement that Star Sports has going with the BCCI means that the media rights payout per international match played in India is a massive Rs 700 million per game. A 12-game (three ODIs, five T20s, four Tests) would therefore mean an Rs 8.4 billion payout to the Indian cricket board in media rights servicing fees alone.
