TV ad rates rocket ahead of India, Pakistan final

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A file photo of a cricket match between Pakistan and India. PHOTO: AFP

A file photo of a cricket match between Pakistan and India. PHOTO: AFP

NEW DELHI: Television advertising rates for Sunday’s cricket final between India and Pakistan are 10 times the normal price, industry sources said, as millions of fans are expected to tune in for a clash that last time ranked among the six most-watched sporting events.

A 30-second spot during the final to be broadcast by Rupert Murdoch’s Star Sports is expected to cost nearly INR 10 million ($155,267), far higher than the INR1 million that advertisers pay on average for most Indian shows, said a person involved in buying ads.

Most of the TV spots for the final, to be played in London, were pre-booked with firms such as Nissan Motor, Intel Corp, Emirates, Chinese mobile maker Oppo and Indian tyre maker MRF signed up as commercial partners for the tournament.

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Fewer than 10 per cent 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 and Pakistan have already met during the tournament’s group stage, with India winning easily. More than 200 million people watched that game, according to Indian media, citing BARC India.

For Sunday’s final, viewership is expected to be 30-40 per cent higher.

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