Mumbai:The DLF Indian Premier League made a great platform for India's top companies to reach out to the consumers. It may have cost them a bomb, but they paid for the publicity and paid for the reach. Now that IPL is over, corporate India is ready to cash in on the event's success.
Adi Godrej, the Chairman of Godrej Industries, dished out 20 crore for the sponsorship. He said it's the women who made it worth his while. Godrej found a lot of cheer from female viewers, who came as a big support for Godrej's new logo and advertising campaign.
Rohit Gupta, President of SET Max, also reverberated the success of the ad campaigns and increase in female viewership during the IPL.
"Female viewership during IPL was 4.5, which is much higher than ratings for soaps which is at about 2.5," Gupta said.
FMCG companies like Godrej, ITC and Marico are expected to play an equally if not larger role next year, having contributed almost 40% to TV ad revenues this year.
From next year, Sony is projected to gross about Rs 650 crore in advertising revenue for about 45 days of IPL, which would be 7% of the entire estimated TV ad revenue of around Rs 9,000 crore for the whole year.
But Godrej and others should better be prepared. Media buyers say Ad rates which started at 1.5 lakh per 10 seconds and went up to 5 lakh during the semi finals and higher for the finals, could pale in comparison to next year.
"Ad rates could go up to 4-5 times next year," Shailendra Singh, MD of Percept Holdings opined.
While some feel the hype might die out, some in the industry say that the loyalty towards IPL will only increase next year, especially the female loyalty. It will be interesting to see if IPL carries all the craze and interest to next year.