In its first interview, Sony breaks its silence on the IPL matter, speaking exclusively to NDTV.Rohit Gupta, President (Sales) at Multi Screen Media said that Sony had been quick to rework their advertising strategy, to maximise the potential of this mega cricketing event.
The new broadcast deal between Sony and IPL is fixed for Rs 5000 crore.
Sony has almost doubled the ad rates to Rs 4 lakh per 10 seconds as against Rs 2 lakh per 10 seconds for IPL Season 1. There are 9-10 sponsors this year as against 7 last year. The sponsors include companies like LG, Samsung Mobile, HUL, Vodafone, Airtel Digital TV, Hyundai, Havells, Godrej and Coca cola.
Also, there will be no sector specific restrictions, which means that even if there are two competitor brands, both are allowed to advertise during the same match.
Now, with Sony claiming over 70 per cent of the ad inventories already sold, they are hopeful that more revenues should trickle in easily. But experts feel that with venue moving out of India, advertisers would definitely tweak their advertising strategies.
Piyush Pandey, Executive Chairman of O&M India, said, “Some adjustments will happen. Something may not be relevant and that's what marketers and media planners will have to sit and work accordingly.”
Whatever the outcome may be, IPL was set to be the only silver lining and marketers are clear they will surely ask for more bang for their money, at least for this 37-day mega cricketing event.
0 comments:
Post a Comment