Sony MAX spends on Ads to get more Ads for IPL season 3 – expects 700 crores this season
By Manoj Govindassamy on 18 January, 2010, 12:49 pm
SET MAX Television (backed by Sony Pictures Television International – SPTI ) is all set to turn on its money minting machine. This time, the machine is printing out 30% more money than before. Haven’t got a clue yet, we are talking about the golden goose – The Indian Premier League (IPL) broadcasting rights which Sony Max has.
Sony Max recently announced it is raising the advertisements rates for the IPL 3 season by 30%. The IPL 3 which is starting around March, 2010. The channel has started selling its initial inventory to advertisers for Rs 5 lakhs for a 10-second slot compared with about Rs 3 lakhs and about Rs 4 lakhs in seasons one and two, respectively.
This is not the end, the rates are expected to go up further as the event draws closer. And there is also few Ad slots kept aside and sold during the season for premium rates. IPL Season 3 is quite hot as it is going to be played on home grounds after a gap of two years. Sony MAX minted in around 300 crores from the IPL season 1, around 500 crores from the IPL Season 2 which happened in South Africa. This time, the company is expecting over 700 crores Ad sales.
There are news on the air about Videocon which shied away from IPL season 2 has come forward for co-presenting sponsors for the IPL Season 3. Other companies which are inked in for co-presenting sponsors are Vodafone, Hyundai, LG, Samsung and Pepsi. Seems the co-presenting sponsors are spending anywhere between Rs. 30 to 60 crores for the forthcoming season.
Now, to ink in more aggressive deals and to further increase the ad sales, the company has come forward to spend more on marketing the IPL Season 3. Promotional Campaigns on the lines of “homecoming” of IPL are already shot and about to be aired in all major regional satellite channels.
DLF IPL 2010 – Season 3 – Sourav Ganguly Sony Max Ad – “Vaapas India Me”
DLF IPL 2010 – Season 3 – Shane Warne Sony Max Ad – “Back In India”
With high involvement of Corporate houses, Entertainment majors and the bollywood celebrities, IPL continues to remain as the hot media property in India. What say ?
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very smooth move, good for Sony