The seventh season of the Indian Premier League T20 "that received lukewarm response from advertisers is finally seeing some action," according to Himani Chandna Gurtoo of the HINDUSTAN TIMES. With a few more matches to go, "the advertising rates for the last four matches have soared four-fold." SET Max, the official broadcaster of the event, "is selling 10 second spots" for Rs. 20 lakh ($34,300), starting from May 27-June 1. While leading entities such as Godrej Group, Panasonic and Samsung ditched the event this season, Gupta "did not disclose names of advertisers investing in the final four matches." Other sponsors including Karbonn Mobile, Parle, Amul and Havells paid about Rs. 5 lakh ($8,600) "to purchase slots for the initial matches." However, the "disappointing" viewership rating "highlights the mismatch between ad-rates and TV ratings." The league, which had a TV rating point of 3.8 in the previous season, "has seen a 7-8% drop in ratings." Buyers of commercial time for the last four matches "include Amazon India, Snapdeal, Flipkart.com and Go Daddy" from the list of 16 to 18 total sponsors (HINDUSTAN TIMES, 5/18).