Advertisers "are jumping on to the Indian Premier League" bandwagon, according to Viveat Susan Pinto of the Indian BUSINESS STANDARD. Perfetti
Van Melle,
Havells and Amazon "have been brought as on-air associate
sponsors" by Multi Screen Media, the official broadcaster of the cricket tournament. Vodafone "will be the co-presenting sponsor, along with Pepsi." The tournament will be broadcast on
SET Max and Sony Six from April 16. MSM President Rohit Gupta confirmed the names and said that "some more advertisers were expected to come on board as associate sponsors." Sources said that the broadcaster "was talking to Samsung, Karbonn, Micromax and Panasonic." All the four "have associated with IPL as on-air sponsors in the past." IPL ad revenue in '13 was Rs 750-800 crore. Expected ad revenue for '14 is Rs 900 crore ($150M). Havells India Marketing Head Vijay Narayanan said that the property "was a strong one and it made good sense to be a part of it." Narayanan said, "The property has given us the necessary visibility in the past." Media planners who are part of the negotiations for advertisers said that sponsorship rates for each 10-second spot are around Rs 4 lakh ($6,650). Spot buyers would have to pay nearly Rs 1 lakh ($1,660) more, with rates pegged at Rs 4.75-5 lakh ($7,900-$8,300) for 10 seconds. Besides consumer goods, "some of the other categories expected to be prominently highlighted this year on IPL are telecom, automobiles, mobile handsets, consumer electronics and e-commerce." Amazon "is the first
e-tailer to come on board as an associate sponsor" (
BUSINESS STANDARD, 4/8).
