Big spenders stay on the periphery for IPL-6 season
Many of these traditional on-air advertisers with the earlier seasons of IPL will now pick up 10 or 20-second spots once IPL-6 kicks off from April 3. These include big-wigs like Maruti, Hyundai, Airtel, Reliance Communications, ICICI, Nokia and Coca-Cola, among a host of advertisers who were once part of the on-air associate/main sponsor categories of IPL. “We may take spots as the tournament progresses and the ratings come,” said an executive of a Gurgaon-based media agency handling an auto client.
By confirming its participation as an on-air sponsor, apart from the event’s title sponsor (Pepsi IPL), PepsiCo India is looking to keep the rival cola brand out of the IPL’s advertising brandwagon. However, Coca-Cola is expected to go in for spot-buying on IPL-6 once the tournament commences. Auto major Maruti plans to do the same.
But there are others who are willing to bet on IPL-6 despite declining ratings and public interest. So far, names of advertisers like Vodafone, Pepsi, Samsung, Tata DoComo and Havells are doing the rounds for having confirmed their association with the IPL broadcast on Sony Six, the new sports channel from the Sony TV India stable. The broadcaster is also actively in talks with telecom brands such as MicroMax and Karbonn mobiles, besides FMCG brands, said sources.
If media agencies are to be