Disney Star demands higher rates from advertisers for ICC CWC, Asia Cup – Update

MUMBAI: Disney Star-owned sports broadcaster Star Sports and streaming platform Disney+ Hotstar have released rate cards for advertisers for the upcoming Asia Cup and ICC Cricket World Cup.

Star Sports is asking for Rs 120 crore for co-presenting sponsorship and Rs 90 crore for associate sponsorship opportunities for the World Cup. The broadcaster is asking spot buyers to pay a premium rate of Rs 31 lakh per 10-seconds for India and knockout matches.

The sports broadcaster aims to secure Rs 26 crore for co-presenting sponsorship and Rs 20 crore for associate sponsorship for the Asia Cup while seeking spot buy rates of Rs 25 lakh per 10 seconds for India vs. Pakistan as well as the final match.

“Disney Star will make every effort to capitalise on both events. It is counting on a variety of factors, including the festive season, India vs. Pakistan matches, and the ICC World Cup taking place in India after 12 years, to work in its favour,” said a top ad sales executive.

Industry watchers said that a lack of ad spending by startups coupled with the levy of 28% GST on gaming companies might upset the media company’s ad revenue targets. Gaming has become one of the key advertising categories with annual ad spends by gaming companies estimated at $1 billion.

“Since the two tournaments fall during the festive season, they ought to more than make up for the absence of startup advertisers. Traditional advertisers spend heavily during the festive season,” the ad sales official added.The media company didn’t respond to ET’s queries until press time. Disney Star is the official media rights owner for both events till 2023.Disney Star’s streaming service, Disney+ Hotstar, which will offer both properties for free to mobile users, is seeking Rs 150 crore for co-presenting sponsorship and Rs 75 crore for ‘powered-by’ sponsorship for the World Cup. The target for associate sponsorship is Rs 40 crore.

For the Asia Cup, the streaming platform is asking for outlays of Rs 30 crore for co-presenting sponsorship and Rs 18 crore for powered-by sponsorship. The demand for associate sponsorship is Rs 12 crore.

Advertisers who want to buy ad spots on mobile will have to fork out Rs 15 lakh per 10 seconds for the World Cup and Rs 12 lakh per 10 seconds for the Asia Cup.

For Connected TV (CTV), the streamer is asking for Rs 4 lakh per 10 seconds for the World Cup and Rs 3.5 lakh per 10 seconds for the Asia Cup.

The cost per mille (CPM) for mid-roll ads is Rs 500 per 10 seconds for the India matches and Rs 230 per 10 seconds for both tournaments.

The ICC Men’s Cricket World Cup 2023, which will be played in India from October 5 to November 19, will have nine confirmed India league matches.

The Asia Cup, which will be co-hosted by Pakistan and Sri Lanka from August 30 to September 17, will involve a total of 13 ODIs, with India expected to play two confirmed group-stage matches.