Disney Star, the official broadcaster of the upcoming T20 World Cup 2024, has released the ad rates for the tournament. The co-presenting and associate sponsorship for 55 matches for HD and SD combined feeds has been priced at Rs 61.4 crore, according to the ad rate card that e4m has access to. Whereas for SD and HD separately, the broadcaster is seeking Rs 47 crore and Rs 24 crore, respectively.

According to sources close to the development, although there are no changes in the ad rates, it is to be kept in mind that this year 55 matches are being played between 20 teams as compared to the 2022 edition, which had 33 matches between the top 8 teams.

“There are no cuts in the ad rates this year. Also, it's unfair to compare rates as matches and teams are different this year,” said a senior media planner on the condition of anonymity.

In the case of spot buys for sponsors, as per the rate card, the price for HD and SD combined stands at Rs 6.2 lakh. If one buys separately, it is Rs 4.7 lakh for SD and 2.4 lakh for HD feeds.

Meanwhile, for only spot buys the sports broadcaster is seeking Rs 6.40 lakh for both SD and HD feed for all matches.

The 28 key matches have been priced at Rs 11.25 lakh, while the best six India and knockout matches plus 12 primetime matches have been priced at Rs 13.80 lakh.

All India and knockout matches have been priced at Rs 26.50 lakh. The broadcaster is seeking Rs 4.50 lakh for the key non-India matches (prime-time).

Meanwhile, the broadcaster is seeking Rs 8.70 lakh for 28 key matches - India/Knockouts -for SD feed and Rs 4.50 lakh for HD. The premium feeds (English SD+All HD) have been priced at Rs 6.75 lakh.

For the 2022 edition, co-sponsorship on TV was priced at Rs 60 crore while the associate sponsorship was priced at Rs 24 crore.

On Digital

On the digital platform - Disney+ Hotstar - the network has fixed three sponsorship tiers –
‘co-presenting’ priced at Rs 80 crore, ‘powered by’ at Rs 55 crore and ‘associate sponsorship’ at Rs 30 crore. The broadcaster has set a higher sponsorship price for digital than for television. The 10-second rate for midroll for mobile is Rs 35 lakh and for CTV it's Rs 18 lakh.

Another senior executive shared that the broadcaster hasn’t increased the ad rates this year. “In fact, this World Cup rates are attractive and rationalised based on matches, timings, teams and schedule.”

“These are the tentative rates, and, of course, rates are going to be on the higher side if India plays well and reaches the semi-finals and finals,” said a senior media planner on the condition of anonymity.

The Men’s T20 World Cup 2024 is scheduled to be co-hosted by the West Indies and the United States from 1 June to 29 June, 2024.