A month after Sony Entertainment Television started marketing its combined package for the ICC Champions Trophy 2006 and the World Cup 2007, it is yet to get a confirmation on broadcasting co-sponsors and associate sponsors.
Media buyers attributed it on the high advertising rates. For buying television advertising spots across 72 matches in these tournaments, Sony is demanding Rs 36 crore (Rs 360 million) from a co-sponsor.
In return, the sponsor gets 360 seconds of television commercials in every match. For associate sponsors, the television channel has quoted Rs 32 crore (Rs 3320 million) and committed 300 seconds of advertising time.
This translates into approximately Rs 140,000 for a ten second ad slot.
However, media buyers say that this package is expensive and on par with the tariff that general entertainment channels like Star Plus charge for their prime time slots.
Speaking to Business Standard, Kunal Dasgupta, chief executive officer, Sony Entertainment Television confirmed that his company had not yet roped in any sponsors.
However, he disagreed that the packages were expensive and claimed that his company had managed to get Rs 110,000 for 10 seconds during the cricket telecasts in 2004.
"We are offering two great tournaments with high TRPs at a reasonable price," he said.
Meanwhile, Media buyers point out that companies like Hero Honda, ITC Foods and Maruti have been involved in detailed discussions with Sony for picking up the slots of associate sponsors.
Even Reliance Telecom and Hutch are in talks with the channel for picking up the co-presenter's spot, though Hutch has the first right of refusal. The company is one of the four global sponsors of the International Cricket Council.
But industry experts are confident that rates will be scaled down. "TRPs would typically skyrocket for Indian matches and there are not too many of them in the two tournaments," said a Delhi-based media buyer.
If one assumes that Indian team will reach the finals of both the tournaments, the home team will play in only 17 of the 72 matches.
Then advertisers are apprehensive of paying the same rates for matches that are played by cricketing minnows like the Netherlands, Bermuda, Ireland, Scotland and Canada.
There are 18 such matches in the World Cup. "Why would any advertiser want to pay Rs 140,000 for these minor matches that have virtually no viewership," questions another media professional.
With broadcasters beginning promotions at least 45-60 days before a tournament, Sony would ideally begin their onslaught by the end of the month.
