Viacom18 likely to score more than Disney Star in IPL ad revenue game

Media planners expect Viacom18 to mop up over Rs 2,000 crore in advertising revenues

With just a few days to go before the start of the country’s biggest cricketing extravaganza, the Indian Premier League (IPL), Disney Star, which has retained the TV rights for the tournament, is locking horns with Viacom18, which has won the league’s digital rights, to grab a larger share of the Rs 4,500-crore advertising pie, which remains more or less at the same level as last year.

Sources say that Disney Star has already closed deals with 11 key sponsors and over 60 other advertisers, including Coca-Cola, Pepsico, the Tata group, Asian Paints, Dream11, mobile device-maker Vivo, and so on. Negotiations