SET Max hikes ad rates for IPL

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Updated: 22/04/2008 | 10:55 PM IST

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Rumi Dutta

Tuesday, April 22, 2008 (Mumbai)

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The whole world is watching the DLF Indian Premier League (IPL) matches after all it has everything: our cricketing heros, bollywood stars, favourite songs and even some cheerleaders thrown in.

It is as sports broadcaster Sony SET Max calls it 'manoranjan ka baap' however it is just more than that. For SET Max, it is a chance to cash in on IPL's popularity by raising its ad rates.

It makes sense when the whole world is watching IPL and TAM ratings are at a record high, that the official broadcaster is minting money hiking ad rates, from present average rate of Rs 2.15 lakh per 10 seconds to Rs 3-3.5 lakhs per 10 seconds.

The spot rates for the last 10 matches will go up even higher to around Rs 4 lakh per 10 seconds.

This means that IPL ad rates are almost double the world cup ad rates of Rs 1.5 lakh per 10 seconds and significantly higher than T20 world cup ad spot rates of Rs 2 lakh per 10 seconds, keeping sas bahu serial ad rates trailing at an average of around Rs 70,000 per 10 seconds.

"Currently rates are already 30-40 per cent higher than world cup rates. We will further increase by another 30 per cent but we don’t have enough inventory left," said Rohit Gupta, President, SET India.

But that has not scared the advertisers away as everybody wants to join the IPL party with companies like J&J, Heinz even reallocating ad expenditure plans, shifting investments from soaps serials to T20.

The advertisement industry experts say it is all about eyeballs and advertisers pay for reach while an ODI reach is around 67 per cent and T20 reach is found to be 85 per cent.

Unlike DLF-IPL, moreover, world cup rates fluctuate depending on how far India makes it to the finals but the big question is whether T20 dilute ad spent on ODI and test matches.