PKL 11 maintains ad rates with expectations to reach 400 mn viewers

The Pro Kabaddi League (PKL) is gearing up for its 11th season, starting October 18, 2024. Disney Star, the official media rights owner, has set a spot rate of Rs 1.25 lakh per 10 seconds for TV ads, maintaining the same rates as the previous season. Sponsorship packages for the league begin at Rs 4 crore.

Sources confirmed to exchange4media that ad rates for PKL remain unchanged from last season.

“It's almost similar to the previous season’s,” said a media planner on the condition of anonymity.

Sponsorship packages range from Rs 4 crore to Rs 7 crore, according to a media planner who spoke anonymously.

They also added, “The channel is talking to multiple advertisers and most of the deals are clubbed with sponsorship.”

Sources also shared that PKL is expected to touch a reach of approximately 400 million this year, which is roughly 70% of IPL's audience reach.

PKL Season 10 achieved its highest viewership in four years with 351 million viewers, marking a 20 per cent growth over the previous season. The league also attracted a younger demographic, with 70 per cent of its viewers being under 40 and 65 per cent from NCCS AB households.

“PKL has grown tremendously over the years, and it's important to address some misconceptions surrounding its impact. Rather than countering perceptions with perceptions, we focus on providing data-driven insights that showcase the tangible results PKL delivers for clients,” said Kingshuk Mitra, Head of Ad Sales, Star Sports.

He added, “In terms of reach, PKL is the fastest-growing league under our management. Geographically, it enjoys a nationwide presence, with approximately 50-56 per cent of its viewership coming from Hindi-speaking markets (HSM) and 44 per cent from the South. Additionally, PKL's viewership cuts across all market tiers, from metropolitan areas to rural regions, making it a truly inclusive league.”

“What sets PKL apart is our ability to offer 360-degree solutions. As the league’s management team, we control the players, grounds, and on-air elements, providing comprehensive solutions for advertisers. PKL is also recognized as the most efficient property in India in terms of both ratings and rates, making it a compelling option for advertisers,” he added.

Regarding advertisers, Mitra said they witnessed increased interest from key sectors, including infrastructure, consumer packaged goods (CPG), and auto industries.

“PKL’s extensive reach into both affluent households and lower-tier markets makes it an ideal platform for brands looking to expand their impact,” he said.

To further enhance offerings, the network has also implemented several key strategies that are focused on client expansion by creating flexible packaging and bite-sized deals to attract more clients.

According to GroupM ESP Report 2024, over the past decade, the PKL has significantly contributed to the growth of sports in India, following in the footsteps of other successful franchises like the Indian Super League (ISL).

Established to promote and strengthen the indigenous sport of kabaddi, the PKL has not only elevated the sport's profile but also created a wealth of opportunities for various stakeholders in the industry.

By leveraging the franchise model, the PKL has driven substantial growth in sponsorship, endorsement, and advertising revenues.

While cricket remains a dominant force, emerging sports are gaining traction – both in terms of sponsorship (reaching Rs 1,528 crore or 21% of the total) and performance with victories in Thomas Cup, 100+ medals at Asian Games and so on.

A senior media planner shared that the league's growth is primarily driven by mega cities and affluent households, contributing significantly to its overall impact.

He said, “PKL’s scale and influence exceed those of major properties like KBC and India’s bilateral cricket series, offering a faster reach build-up and delivering higher brand metrics than even cricket. Moreover, PKL attracts a unique audience, with 30-35% of its viewers being net new compared to cricket.”

He further added that while it’s too early to predict, there is optimism that PKL's 11th season may generate higher revenue compared to previous years.

“The league's start during the festive season and the absence of major cricket events to compete with are seen as favourable factors for increased revenue.”