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NEW DELHI: Amidst the ongoing bearish sentiments, ESPN Star [COLOR=blue! important][COLOR=blue! important]Sports[/COLOR][/COLOR] (ESS), which paid a steep $975 million for acquiring the upcoming T20 Champions League cricket tournament for 10 years, is targeting revenues of about Rs 200 crore from ground rights and on-air ad sales though media buyers say the target is ambitious in the current scenario. ESS is spending Rs 50 crore on pre-event marketing and plans to tie up with 250 cinema [COLOR=blue! important][COLOR=blue! important]theatres[/COLOR][/COLOR] for cross-marketing the event and Bollywood production houses for in-film tie-ups.
ESS MD RC Venkateish maintained the 15-match event would continue to be marketed at a premium despite the slowdown though media buyers have expressed concern over the steep rates being charged by the broadcaster. “No deals have been closed yet and unlike IPL, people are cautious of spending now,” head of a leading media buying agency said. However, Mr Venkateish said: “There’s no denying that the slowdown would impact smaller properties, but we believe [COLOR=blue! important][COLOR=blue! important]cricket[/COLOR][/COLOR] is insulated and remains a safe bet for advertisers.”
Mr Venkateish said the broadcaster was selling ground and on-air rights simultaneously, and that ESS was in talks with traditionally big spenders on cricket such as telecom and two-wheelers, among others, for sponsorship sales. But, he said, the possibility of selling category-exclusive deals to sponsors was not likely—something IPL rights holder Sony Max had done during the IPL’s telecast in April-May earlier this year.
ESPN ad blitz to fire up T20 Champions League- Media-Media / Entertainment -News By Industry-News-The Economic Times
ESS MD RC Venkateish maintained the 15-match event would continue to be marketed at a premium despite the slowdown though media buyers have expressed concern over the steep rates being charged by the broadcaster. “No deals have been closed yet and unlike IPL, people are cautious of spending now,” head of a leading media buying agency said. However, Mr Venkateish said: “There’s no denying that the slowdown would impact smaller properties, but we believe [COLOR=blue! important][COLOR=blue! important]cricket[/COLOR][/COLOR] is insulated and remains a safe bet for advertisers.”
Mr Venkateish said the broadcaster was selling ground and on-air rights simultaneously, and that ESS was in talks with traditionally big spenders on cricket such as telecom and two-wheelers, among others, for sponsorship sales. But, he said, the possibility of selling category-exclusive deals to sponsors was not likely—something IPL rights holder Sony Max had done during the IPL’s telecast in April-May earlier this year.
ESPN ad blitz to fire up T20 Champions League- Media-Media / Entertainment -News By Industry-News-The Economic Times
