Mumbai: India lost to Australia to bid goodbye to the ICC Champions Trophy campaign. And the sponsors are feeling the pinch. India's performance was critical to higher ratings in the tournament.
But ironically the non-India matches have delivered. Ratings rose 35 per cent from the 2004 tournament. And Sony's Hindi feed on Sab TV also paid off. It ate into DD ratings in C&S homes. So, despite India's exit, Sony has reason to cheer.
“There was 5 per cent of the inventory, which we could have sold at a huge premium but in terms of overall revenue it’s not very substantial,” said SET India Exec VP Rohit Gupta.
But each of nine sponsors has spent between Rs 22 crore and Rs 45 crore on the tournament and they are not cheering.
Some sponsors feel Diwali ad spends may have taken off some of the shine.
“Because of Diwali the non-India matches were not as high as expected but the two India matches have delivered for us,” said LG Head – Marketing Sandeep Tiwari.
“Sponsors would have paid a 30-40 per cent higher rate per ten seconds this time and we have seen a 10 per cent lower reach so that's an inflation of almost 30-50 per cent,” said Group M National Trading Director Lakshmi Narasimhan.
Sponsors say it's too early to talk about returns on investment. Only when the final ratings come in, will they tally the Champions Trophy scorecard.
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