Telcos may spend only half of last year’s outlay on ads during cricket world cup: Media planners

Mumbai: India’s top telcos – Reliance Jio, Bharti Airtel and Vodafone Idea – are expected limit media spending in the upcoming ICC Cricket World Cup, media planners said, adding their cumulative spends for the festive season could well be around half of the Rs 350 crore they spent last year.

The World Cup, which coincides with the Diwali season this year, will form part of the media plan, but may be restricted to digital activations and point of sale promotions, as opposed to mainline television campaigns with only two meaningful telecom advertisers in the market and the need for aggressive high-cost marketing being low, they added.