Cricket overkill may hit ad revenues: Broadcasters

Mumbai: A cricket-heavy calendar might bring big cheer to cricket crazy consumers but broadcasters are likely to find it increasingly difficult to expand the advertising moolah given the IPL in March and the cricket world cup later in June. Both these events are likely to draw maximum advertising revenue reducing the pie available for other events later in the year, broadcasters feel. Heavy spending is also likely during the general elections in April-May and is likely to draw a big chunk of advertising dollars.

Cricket is already suffering a bit of a backlash if recent events are an indicator. Australia’s ongoing India tour, comprising two T20s and 5 ODIs, has not received a big response from advertisers, who may be saving for the IPL and the ICC World Cup. Industry experts say the T20s are selling for about Rs 7 lakh per 10 second slot, while the broadcaster is finding is difficult to sell the inventory of ODIs at Rs 5 lakh. The tour started on February 24 and will end on March 13, 10 days before the IPL opens.