Star Sports bagged the TV and digital rights to the IPL for 2018-2022 for Rs 16,348 crore, agreeing to pay around Rs 54.5 crore per game in a 60-game season. Only 29 games were played before the pandemic ended this year’s IPL.
He had sold slot machines during the game to advertisers for the season.
The broadcast major contacted its reigning sponsors and advertisers, who had purchased airtime, advising them to pay for matches played and an option to continue deals when BCCI decides to resume the tournament for this season at a stadium. ulterior.
“Given the unprecedented times, Star India has contacted all of its advertisers to advise them and their agencies to only charge for inventory consumed so far. The contingency plan gives brands the first preference to continue advertising deals if and when BCCI decides to take over the league at a later stage, ”said a source close to the development.
Even if the suspended IPL is taken over by BCCI, advertisers will also have the option to unsubscribe from their advertising agreements.
“This will allow brands to capitalize on the second explosion and transparency will ensure minimum negative impact on their business goals,” the source added.
Earlier last week, the Cricket Control Board of India (BCCI) suspended the IPL season indefinitely due to an outbreak of Covid-19 in its bio-bubbles.
The 2021 edition had so far completed 29 of the 60 games to be played.
Star Sports recruited 18 sponsors in several categories to IPL 2021, while Disney + Hotstar, the OTT platform that broadcast the matches live, had 14 sponsors.
Several advertisers had claimed losses due to the tournament’s indefinite suspension, although industry insiders said it was the right thing to do given the current surge in Covid-19 cases in the country.
This year, IPL had witnessed an encouraging response; and according to data from the Broadcast Audience Research Council (BARC) India, nearly one in three households with a TV in India watched the opening match live.
BARC data suggests that for the first 26 matches played in IPL 2021, the Star India network reached a cumulative reach of 352 million, compared to 349 million for IPL 2020.
Commenting on this, a spokesperson for Star Sports said last week: “While it’s heartwarming to know that more viewers have tune in to watch this IPL season than that of 2020 (at the same stage of the tournament), we still believe that postponing the season was the right move to ensure the safety of everyone involved and in tune with the situation in the country.