TV channels bet big "with higher spot rates for the India-Australia World Cup clash," according to Vijayakumar & Subbu of THE HINDU. Brands paid up to Rs 25 lakh ($40,000) for a 10-second advertisement slot on TV "to be associated with the country’s favourite sport." The spot rates that broadcaster Star India has been able to command for the India-Australia tie "match what it charged during the India-Pakistan game." World Cup matches have seen TV ratings of 12-13 "and the semi-final clash is expected to certainly be in the higher teens." Madison Media Sigma COO Vanita Keswani said, "There has been a big upside to clients advertising in the cricket World Cup 2015. It is not very often that clients experience double-digit TV ratings." According to media planners, "the spot rates for some of less competitive matches involving India" were about Rs 4.50 lakh ($7,160) for a 10-second slot. For the T20 world cup last year, the rates started at Rs 3.75 lakh ($6,000), and shot up by 15-20% as India entered the final. For this World Cup, Star India offered multiple formats, including HD TV "and even local-language feeds." The structure of ad rates is, therefore, "quite intricate" (THE HINDU, 3/25).
