After experiencing a less-than-ideal IPL season, Disney Star is gearing up to capitalize on the upcoming ICC World Cup, slated to be held in India from 5th October to 19th November, 2023.

The broadcaster, Disney Star, has made its rate card (a copy of which is available with exchange4media) available to several advertising agencies, and overall, the figures seem to be reasonable.

For the coveted position of co-presenters, a cost of Rs 118 crore has been quoted. Not far behind, the associate sponsors will need to shell out Rs 88 crore for their advertising slots.

For co-presenting opportunities on Disney+Hotstar, the broadcaster has set a price tag of Rs 150 crore. Brands eager to get high visibility as "Powered by" sponsors will need to invest Rs 75 crore, while those opting for associate sponsorship will have to allocate Rs 40 crore.

However, there is a notable exception for the highly anticipated and much-hyped India vs Pakistan match.

As per the information available to exchange4media, the rates for advertising during the India vs Pakistan match have skyrocketed to extraordinary levels of Rs 30 lakh per 10 secs. Given the historic rivalry and immense viewership expected for this clash, it comes as no surprise that Disney Star has capitalized on this opportunity to charge a premium.

As for television, advertisers seeking to become co-presenters on the SD feed will have to allocate a substantial Rs 89.86 crore. For the superior HD feed, the rate has been quoted at Rs 48.4 crore.

Considering slow market conditions, Disney Star has gone for a 30-35% overall hike in ad rates compared to the last tournament. Insiders also hinted that the broadcaster was looking at making approximately Rs 1,000 crore from the tournament. Sources claim the final rates at which the slots were sold last season stood at Rs 6 to 7 lakh per 10 secs. As per the current rate card, this year the spot has been quoted at Rs 10,25,000 per 10 seconds.

We reached out to Disney Star for comments but did not receive any till the time of publishing the story.

“Disney Star is demanding such rates due to the ICC World Cup's immense popularity and anticipated viewership. This, however, is the first rate card and advertisers will negotiate before closing the deal. But this is a golden opportunity to reach a massive audience and leverage the fervour surrounding one of cricket's most prestigious tournaments,” said a senior agency official.

As the excitement builds up for the cricket World Cup, all eyes are on advertisers and sponsors, waiting to see how they will leverage this high-stakes event to leave a lasting impact on the minds of cricket enthusiasts across the nation.

“With most India matches slated to be held on Sunday and the tournament coinciding with the festive season, brands should see a big opportunity. We are still in the initial stages and are hoping to negotiate the deals closer to the event,” said another media planner.