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The 2023 ICC ODI World Cup in India is just months away and the highly anticipated India vs Pakistan game is already seeing high demand. The eagerness for the match has also resulted in a huge spike in the advertising rates for the broadcasters. Disney Star, the official broadcaster of the World Cup in India, has quoted a whopping Rs 30 lakh per 10 seconds for India vs Pakistan match.
The coveted position of co-presenter requires a hefty Rs 118 crore, while associate sponsors must give Rs 88 crore for their advertising spots. The compensation for co-presenting on Disney+Hotstar is a hefty Rs 150 crore. Brands wishing to get significant visibility through "Powered by" sponsorships must spend Rs 75 crore, while associate sponsorship demands a contribution of Rs 40 crore.
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Broadcasters that want to co-present on the SD channel must spend Rs 89.86 crore, whilst the superior HD feed costs Rs 48.4 crore. To compensate for the adverse market conditions, Disney Star has upped ad prices by 30-35% over the previous competition. Several advertising agencies now have access to Disney Star's rate card, which is now available through exchange4media.
“Disney Star is demanding such rates due to the ICC World Cup's immense popularity and anticipated viewership. This, however, is the first-rate card and advertisers will negotiate before closing the deal. But this is a golden opportunity to reach a massive audience and leverage the fervour surrounding one of cricket's most prestigious tournaments,” said a senior agency official.
India vs Pakistan match is also likely to break several viewership records, as it did in the previous editions of the World Cup. The T20 World Cup game last year had a viewership of 1.8 crore on Hotstar and 1.4 crore recorded at the Asia Cup. In the 2019 World Cup, the match was watched by 273 million viewers on TV and another 50 million on digital platforms in India, making it the most-watched cricket match ever.
India vs Pakistan match is undoubtedly one of the most anticipated and exciting events in the world of cricket, and Disney Star is hoping to cash in on its popularity and appeal. The fans, meanwhile, are eagerly waiting for October 15 to witness another epic encounter between the two teams.
