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Distribution-hit Zee Sports pulls down ICL ratings
Zee's Indian Cricket League first T20 tournament kicked off last Friday, but has managed ratings of just 0.5 on the distribution-hit Zee Sports. CNBC-TV18 reports that advertisers like Bisleri, Axis Bank and Fosters had snapped ties with the league citing low penetration of Zee Sports.
Zee's Indian Cricket League is on a sticky wicket. Its first Twenty-20 tournament which kicked off last Friday managed ratings of just 0.5 on the distribution-hit Zee Sports. CNBC-TV18's Samidha Sharma reports on how advertisers have begun to look towards the pavillion.
A week after the Essel Group promoted the Indian Cricket League tournament kicked off, things have not been looking too good for the organisers. Despite Zee's decision to simulecast the ICL matches across the Zee Network, except the movie channels, advertisers are unhappy, she reports.
According to sources, on-air sponor Havells is the latest to have pulled out of its commitments. Before the start of the tournament, advertisers like Bisleri, Axis Bank and Fosters had snapped ties with the league citing low penetration of Zee Sports.
Ajit Varghese, MD, Maxus, said, "The strategy of leveraging the Zee Network was a good one, but the implementation was wrong. Since Zee Sports was not made available in most of the homes, it generated interest in the viewers but couldn't convert them due to non-availability of the channel."
With an a-Map rating hovering anywhere around 0.2 and 0.3 on Zee Sports, media planners are steering clear, even at dirt cheap rates.
Initially, ICL was selling a 10-second spot on the Ten Sports-Zee Sports combine at Rs 40,000. But in the current scenario, rates have plunged to as low as Rs 3-4,000. Even ground sponors like Spice Telecom and TVS haven't paid more than Rs 70-80 lakh, as against the initial asking price of some Rs 3 crore.
And with advertisers looking forward to the BCCI-backed Indian Premier League tournament in April 2008, the question being asked is: will Zee's rebel league be able to pit itself against the more-favoured IPL?
Zee
