Disney+Hotstar eyes bumper ad revenue growth for IPL festive leg

Disney+Hotstar is set to benefit from the second half of the Indian Premier League (IPL) 2021. The bulk of the 15 sponsors agreed to keep their advertising relationships with the platform. The majority of the ad inventory on the platform has been sold out, says Nitin Bawankule, President-Ad Sales, Star & Disney India. Dream11, Upstox, Vimal Elaichi, MX TakaTak, Unacademy, Swiggy, PhonePe, Parle Agro are among the advertisers.

The IPL is the premier platform for marketers with unrivalled reach, says Bawankule. There is a lot of interest, and the tournament’s timing allows sponsors to get the most out of it over the holiday season, he says. Businesses should act quickly to avoid missing out.“As a brand, our objective has always been to engage with our consumers in a deeper, richer way,” Umesh Krishna K, Director Marketing, Swiggy, said in a statement. Given the popularity of the IPL, it’s ideal. We’ve partnered with the IPL on Disney+ Hotstar in the past because, in addition to having a large audience and awareness, we get access to creative solutions at the size of live cricket.”

About 70% of the sponsors have elected to keep their contracts. For the second part of the IPL, the streaming platform was left with 30% inventory to sell. “More than 60% of sponsors had elected to keep their contracts. For the second part of the competition, only 30% of the inventory is available for purchase. Existing sponsors were also given first refusal, according to the source.

According to reliable market sources, the platform might earn Rs 700-750 crore in ad revenue throughout the course of the season. Disney+ Hotstar is expected to generate between Rs 450-500 crore in ad revenue for the IPL 2020 edition. “IPL 2020 is expected to bring in Rs 450-500 crore in ad income for Disney+ Hotstar. The platform expects ad revenue of Rs 700-750 crore for the 2021 season, according to the source.

According to sources, brands continue to place a high value on their IPL investment because the property provides stronger traction in particular regions and higher engagement due to the teams’ regional affinity and the tournament’s hype. Over 300 sponsors have taken use of the IPL’s exposure on Disney+ Hotstar. In the year 2020, the tournament had a platform reach of 260 million people.

The 14th season of the Indian Premier League will be played in the UAE. There will be seven double headers, with the opening match starting at 3:30 p.m.  on September 19. The first match will be between Chennai Super Kings and Mumbai Indians.

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