ESPN hikes ad rates for ICC World T20 by 50%

With Twenty-20 cricket becoming a big hit, sports broadcaster ESPN Star Sports is understood to have hiked the advertisement rates by up to 50 per cent for the upcoming ICC World Cup for the shortest form of the game, asking over Rs 5 lakh for a 10-second spot.

According to industry sources, ESPN Star, which was earlier selling spots at Rs 3-3.25 lakh, is now asking for more than Rs 5 lakh for a 10-second spot and is aiming at revenues of over Rs 240 crore from the ICC T20 World Cup.

The tournament, to be held in England, begins on June 5 and ends on June 21.

"This increase stems from the fact that the broadcaster is already sitting pretty with more than 90 per cent of the inventory sold with more than a month left for ICC World T20 to commence," a source said.

When contacted, Sanjay Kailash, executive VP (advertising sales and new media), ESPN Software, said: "Though I cannot talk specifics, we are indeed selling the balance inventory at a premium; we feel that the event demands such a premium given the popularity of T20."

The broadcaster has signed up more than 30 clients for the telecast related to the tournament, including 10 sponsors.