The rate of 10 second advertisement for India and Pakistan match has reached Rs 70 lakh.
The biggest match of the ICC Men’s T20 World Cup is to be held on February 15 at Premadasa Stadium in Sri Lanka. Which no one was expecting a few days ago. This contest will be none other than between India and Pakistan. The special thing is that Pakistan had earlier boycotted this match. After that, after talks between Pakistan, ICC and Bangladesh Cricket Board, Pakistan has agreed to play this match. After this high profile drama, there has been a huge boom in the hidden economy behind this competition.
The rates of Colombo flights have more than doubled. Hotel rates have reached a peak. But the news that has come now is even more shocking. In the last ICC Men’s T20 World Cup, during the match between the two countries, there was a 75 percent jump in the price of ads. Yes, this time the price of a 10 second ad has reached Rs 70 lakh. Which has shaken the advertising world of the entire world. Let us also tell you what kind of report has come out.
75 percent jump in ad price
There has been a huge increase in advertising rates in view of the India-Pakistan match to be held in Colombo on Sunday. Broadcasters are now demanding advertising at the rate of around Rs 70 lakh for a 10-second slot, which is much higher than the highest rate of around Rs 40 lakh recorded for the same match during the 2024 edition. This means that there has been an increase of about 75 percent in the advertising rates for this competition in the last two years. According to experts, this is a symbol of the unwavering attraction of India-Pakistan competition, which has not diminished at all even now. This is such an exciting match that effortlessly combines the thrill of the game with the curiosity of the huge audience.
IPL and Super Bowl rates
For comparison, the highest rate for a 10-second ad during the Indian Premier League has typically been around Rs 20 lakh. At the extreme end of the global advertising spectrum, Super Bowl advertising costs are much higher, with a 10-second ad costing between Rs 2.2 crore and Rs 2.8 crore. But in the cricket world, there is no match for the value of India vs Pakistan match. According to media buyers, this single match regularly attracts the highest viewership and advertising intensity in the tournament.
I would have suffered so much loss if I lived.
If this match had not taken place, JioStar, which holds the media rights for the 2026 T20 World Cup, would have suffered a huge loss in revenue. According to industry estimates, the network could have lost about 20 per cent of the estimated Rs 2,000 crore advertising revenue from this year’s World Cup. Experts estimate that Disney Star had generated advertising revenue of around Rs 1,200 crore during the 2024 tournament.
Advertisement is limited
Despite the huge increase in demand, the advertising material available is limited. Rediffusion MD Sandeep Goyal said in a media report that most of the advertising material in cricket is sold in the form of packages. Especially for the India-Pakistan match, the channel would have reserved only 20-30 percent of the advertising content. While this allows brands to enter at a premium, the content available is relatively low. Viewership figures reflect the interest of advertisers. In 2024, the India-Pakistan match garnered 256 million hours of viewing time across all platforms in India alone. On digital platforms, the maximum number of simultaneous viewers across OTT and streaming services reached nearly 53 million.
if this happens
This year’s contest is now firmly on the calendar, and broadcasters are expecting similar, or even higher, viewership numbers given the heightened interest in the current geopolitical scenario. However, the final advertising revenue will also depend on how the teams perform in the tournament. The final is scheduled in Ahmedabad, while any semi-final or final involving Pakistan will be held in Colombo. The second match between India and Pakistan later in the tournament is likely to increase spot rates and further strengthen advertising revenue estimates.
