TV Ad Rates Escalate Ahead of India-Pak Champions Trophy Final

Slots for TV space for the cricket game on Sunday will be 10 times the normal price!

2 min read
Across borders, the common love of cricket unites the subcontinent. (Photo: AP)

Television advertising rates for the Champions Trophy final between India and Pakistan on Sunday have multiplied to 10 times the normal price, industry sources said.

This, as millions of fans are expected to tune in for one of the most awaited cricket rivalries on screen.

Last time India and Pakistan played against each other it was ranked amongst the six most-watched sporting events.

Pakistan, the lowest-ranked team at the Champions Trophy tournament, defeated England to enter the final with India.

A 30-second slot during the final to be broadcast by Rupert Murdoch’s Star Sports is expected to cost nearly 1 lakh rupees ($155,267), far higher than the 10 thousand rupees advertisers pay on average for most Indian shows, said a person involved in buying ads.

Most of the television slots for the final, to be played in London, were pre-booked by firms like Nissan Motor, Intel Corp, Emirates, Chinese mobile maker Oppo and Indian tyre maker MRF.

Fewer than 10 percent of the slots are left for the final, a person in the sports broadcasting industry said.

Companies still wanting to air their ads will be paying a higher rate than those who pre-booked, said the person, who did not want to be named, citing business confidentiality.

India v Pakistan Final... !!!!!!!! All TV execs around the world are now cracking a nice bottle open to celebrate.
Former England captain Michael Vaughan

Before the Champions Trophy, the last time India and Pakistan played a one-day international was during the 2015 World Cup. That game, won by India, was one of the top-six most viewed sporting events, along with the soccer World Cup final and Usain Bolt's 100-metre sprint at the 2012 Olympic Games, the sports broadcasting industry source said.

"That was a league game, this is the final," the person said. "You can expect this to be even bigger."

(With inputs from PTI)

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