Star India plans to build on 2020 IPL success

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