Mumbai: Sony, the television broadcaster for the league, virtually sold all the slots even before the tournament kicked off.
Media experts also said that for the marquee sponsorship rights, there was enough interest in the telecom service and mobile manufacturer category. “Samsung was first interested in the rights, but Oppo outbid it. But, as Vivo is the official IPL sponsor also, it had the right to match the offer. Vivo exercised its right to grab the main sponsorship,” a media buyer involved in negotiations confirmed.
Incidentally, last year Hotstar had managed to clock around `65-70 crore in advertising revenues from IPL. While the officials refuse to share the targets for this year, media agencies are told that Hotstar wants to clock over `200 crore in revenue.
Some media buyers believe that Star India will manage to break-even on its IPL investments this year, having paid over `300 crore for the digital rights for 3 years.
Spot buyers of slots on Hotstar include telecommunications service providers Vodafone and Airtel, and refrigerator, appliances, or hand-phone makers Whirlpool, Oppo and Motorola. It is not surprising that digital marketplaces – Myntra, Redbus and MakeMyTrip – would choose the platform to reach out to customers naturally inclined to the digital way of transacting. IT major Dell is the other spot buyer.
Hotstar has increased the ad rates for the 10th season by almost 100%, according to media buyers. “There is an interest among advertisers to invest on IPL. For many of them who cannot afford to be on TV, Hotstar is a good option. I think Hotstar will be able to clock between Rs 100-120 crore from IPL,” said Gopa Menon, vice-president at full service digital agency Isobar.