Star Sports, the official broadcaster of the 16th season of the Indian Premier League (IPL),  has upped ad rates for the playoffs and is charging a premium for the second leg of the game. According to multiple sources, the broadcaster is looking for Rs 20-24 lakh for a 10-second ad spot during the quarter, semi-finals and finals.  The ad rates on league matches are priced at Rs 15-16 lakh per 10 seconds.

“The broadcaster is seeking Rs 20-24 lakh for a 10-second ad spot. This is a tentative price; the transaction may close around Rs 20-22 lakh depending on the type of deal,” said a senior media planner on the condition of anonymity.

He also stated that if a marketer wants to buy a spot on all of the matches (combo deal), the broadcaster will most likely close it between Rs 20 lakh and Rs 22 lakh.

Another senior media planner informed that the broadcaster is in discussion with several brands right now and that the deals will most likely be finalised by next week.

"Every year, broadcasters raise ad rates for the final matches due to the high level of interest during the playoffs," said a senior media planner. He further added, "There will be advertisers who want to buy spots on the final matches because advertisers understand that IPL matches reach a large number of people, especially during the finale.”

Meanwhile, Disney Star has on boarded four new sponsors after the start of the IPL and, according to the channel, discussions are happening to bring in a few more brands.  In total, Star Sports has roped in over 40 brands across 7-8 categories since the IPL began.

Star Sports has associated with close to 95 brands in the IPL this season. Out of these, close to 45 brands are new for the IPL; they were not present in previous seasons. There have been multiple new categories in this season, ranging from FMCG products like biscuits, dry fruits, dairy products, to brick & mortar-driven products in construction, to mobility-driven categories like travel luggage, online travel booking, and family-driven products like jewelry, ethnic wear, kitchen appliances.

Disney Star now has a total of 16 sponsors for the 16th edition of IPL –Dream 11, Kamala Pasand, Airtel, Coke, Parle Products, Mountain Dew, Asian Paints, Tata Neu, Mondelelz, Britannia, Rupay, Jindal Steel, Rapido, Amul, Ultratech and Vanessa.

The network has retained the TV rights of IPL for Rs 23,575 crore.

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