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Star India plans to build on 2020 IPL success
Sports
Sports sponsorship
TV & Connected TV planning & buying
Star India is reported to be planning significant increases in ad rates for the next edition of the India Premier League, buoyed by the success of IPL 2020.
Context
- Despite the 2020 tournament taking place six months later than planned and outside India, the Disney-owned official broadcaster reported a 23% increase in viewership on IPL 2019 and a total of 400 million viewing minutes.
- The Broadcast Audience Research Council (BARC) India reported an increase of 15% in ad volume in the first week of the competition.
- Media planning sources tell Exchange4Media that ad rates could increase between 25% and 30% for IPL 2021, currently scheduled to start April 11.
- Video streaming platform Hotstar is also projecting a 50-60% increase in watch time for IPL 2021, partly driven by new Watch Parties.
A cautionary note
The 30% figure is based on talks between Star and agencies – “the official conversation is yet to begin with the clients”, says one media planner.
Sourced from Exchange4Media
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