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Feb 01, 2013, 10.41 PM | Source: CNBC-TV18

IPL 6: BCCI, MSM field for sponsors

The field is being cleared for IPL 2013 to kick off, with both the BCCI and broadcaster Multi Screen Media (MSM) going all out to rope in advertisors.

Animesh Das

Reporter, CNBC TV-18

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The field is being cleared for IPL 2013 to kick off, with both the BCCI and broadcaster Multi Screen Media (MSM) going all out to rope in advertisors. But so far, MSM has been able to rope in only three brands, while the BCCI hasn't added anymore to the roster of ground sponsors after Pepsico India and Vodafone came on in November, reports Animesh Das of CNBC-TV18.

With IPL viewership no longer being what it used to, broadcaster MSM is going that extra mile to ensure sponsorships.  In a first, MSM will simulcast the 76 matches across three channels - MAX, its new sports channel, SIX, and an HD channel.

It has also reduced sponsorship rates by 10 to 15% over last year. So, the broadcast title sponsorship is now available for around Rs 55 crore, while associate sponsors will have to pay between Rs 30-40 crore a piece. MSM, which has already signed on Pepsi, Vodafone and Tata Docomo, says it will rope in seven other brands within a month.

Rohit Gupta, president-Network Sales, Multi Screen Media, says that if you look at IPL3 & 4, we had a 100% sell out. Last year, we had 80-85% sell out. So, by dropping rates, we'll be able to increase the inventory. So overall, revenues don't take a hit. So it works well for the advertiser - he gets a better buy.

And even though the annual tournament has seen average ratings fall to 3.45 - the lowest ever in the it's history, media buyers say IPL is still an attractive event to sponsor.

Amin Lakhani, principle partner, Mindshare, says that if you look at it from an efficiency standpoint, for a property that does so well, does similar kind of numbers, delivers the same audiences, the same kind of reach - around 160 million plus kind of reach, I think the price point is pretty much attractive, and at par with what others have to offer.

But, it's a different story for on-ground sponsors, with the BCCI not being able to lock in any new brands but Sources say the cricket body is in talks with several companies, and deals should fall in place within 45 days.

Meanwhile, you can expect promotions for IPL6 to begin next week with Both the BCCI and MSM expected to unleash massive advertising campaigns by mid February. Infact, all stakeholders are promising that IPL 6 will be the biggest ever. But we'll only get to know if that's true when the first ball is bowled on April 3 2013.


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