Indo-Pak semi-final: Brands see red as ad-rates soar

This year's semi final match alone has reached the tilt in this cricket crazy country. ESPN has taken advantage of this Indo-Pak semi final and has increased their advertising rates. The rates have been reported between Rs. 15- Rs. 20 lakhs per 10 seconds.

A planner from a media agency stated that the cost per second rates was set this high due to the competitive bidding between brands for that spot. Attempts were made to speak to EPSN however no response was met with from their end.

Speaking to Avinash Pillai, MediaCom, National Buying Director said, "Clients are looking at buying what is sure to be a high impact game and if you look at the CPRP of the bigger high impact properties, they are all in the same range as that of this match. The channel is monetising on this opportunity."

Most advertisers have a similar view on the situation as we spoke to Manoj Malkani, Vice President; MPG also stated that brands that have not advertised through out the tournament will advertise during this match. He adds, "If a brand wants to launch itself then this would be a good opportunity."

The overall review suggests that most clients are not interested in advertising since the rates have rocketed. Although many brands have already benefited from the World Cup in some way or the other at this stage the clients (who are advertising) can only reap benefits.

Amin Lakhani, Principal Partner, The Exchange, Fulcrum at MindShare said, "It's a once in a lifetime match." He evaluates that for most clients it's a matter of sentiments rather than media coverage. "Emotion is the driving force," he adds.

India has had a fanatic relationship with the sport of cricket since as long as most of us can remember. The constant rivalry between India and Pakistan doesn't require an explanation. Therefore, For an Indian brand this match between India and Pakistan at such a peak level in the game will definitely hold more sentimental value than commercial. | By Vanessa Azavedo [vanessa(at)adgully.com]