Star signs 11 IPL sponsors for the 2018 IPL edition
In its first set of sponsor associations, Star India has already signed 11 brands despite a steep hike in ad rates compared to last year. The sponsor brands include the title sponsors Vivo, Coca Cola, Polycab, Parle, Kent, kitchen appliance makers Elica, and fantasy sports platform Dream 11. Here are the details on Star's ad revenue plans from IPL.
In September 2017, Star India bagged the IPL media rights deal which include the television, digital, Indian and global media rights, at a whopping Rs. 16,347 crore. It will be the first time that IPL will be made available on same network on TV and digital platforms. Prior to this, Sony held the TV rights while Star had the digital media rights.
While Sony made Rs. 1,300 crore in ad revenue in 2017. Star India, through its digital platform, Hotstar made Rs. 140 crore from ad sales.
After an expensive media rights deal, Star is under pressure to plough back its investments. The broadcaster has reportedly set its ad sale rate at Rs. 9-10 lakh per 10 seconds as opposed to Sony's Rs. 6 lakh per 10 seconds. While they have not revealed the ad revenue expectations from IPL 11, market estimates put it around Rs. 2,000 crore.
Being the only broadcaster that has sole rights for both TV and digital platforms, Star sees it as a big opportunity for attracting advertisers for the IPL 11. They believe that the return of two popular teams Chennai Super Kings and Rajasthan Royals to IPL, is an added attraction to the already most impactful media property.