With just four days to go for the Athens Olympics, the biggest sporting spectacle in the world, Doordarshan on Monday said that it has received advertising bookings for less than Rs 10 crore (Rs 100 million).
The national broadcaster has spent nearly Rs 25 crore (Rs 250 million) for the telecast rights.
Big spenders on cricket like LG and Samsung have so far given a cold shoulder to the forthcoming Olympic games. "No advertiser so far has planned anything specific for the Olympics.
The only advertisers will perhaps be the global sponsors and companies with very large ad budgets," said CVL Srinivas, managing director, Maxus, a Group M agency.
"If India does well in the early rounds in disciplines like hockey or tennis, there might be some advertising interest generated. But going by the response so far, even the Euro 2004 football matches were a bigger draw for advertisers," said another senior media buying executive.