India’s march to the ICC Champions Trophy final has driven broadcast advertising rates to record highs, with broadcaster JioStar seeking up to ₹35 lakh – ₹40 lakh (about $40,000 – $46,000) per 10-second TV ad slot for the high-stakes clash against New Zealand on March 9.
Compared to ₹20-25 lakh ($23,000-$29,000) per spot for earlier India matches, this marks a significant increase driven by advertiser demand.
The India-Pakistan match, always a marquee fixture, fetched ₹50 lakh ($57,400) per 10-second spot, underscoring the immense commercial value of high-profile games.
JioStar’s Revenue Strategy and Expanding Advertiser Base
JioStar has progressively raised prices throughout the tournament. Connected TV (CTV) ad slots, which were previously available for ₹15 lakh ($17,200) per 10-second spot, are now being priced at ₹20 lakh ($23,000), reflecting growing demand for premium, internet-connected audiences.
Despite the premium pricing, JioStar still has some unsold inventory and is open to negotiations, according to media buyers. The final has drawn at least a dozen new brands, while existing advertisers are increasing their spending to capitalize on the surge in viewership.
Before the tournament began, JioStar aimed for ₹1,500 crore ($1.72 billion) in ad revenue. However, estimates now suggest the final total will be around ₹850 crore ($976 million)—still a significant figure in a cautious advertising market.
Massive Viewership Driving Advertiser Interest
The Champions Trophy has delivered strong TV ratings, with the first 10 matches drawing 204 million viewers, according to Broadcast Audience Research Council (BARC) data. The India-Pakistan match alone attracted 154 million TV viewers, while on digital, it shattered records with 602 million views on newly-formed JioHotstar.
he tournament’s prestige and India’s deep run have significantly boosted advertiser interest, especially as it serves as a prelude to the Indian Premier League (IPL).
“India qualifying for the final has sent ad rates through the roof,” said Vivek Menon, Managing Partner at NV Capital, said in an interview with Moneycontrol. “For major cricket tournaments, brands are always eager to pay a premium, and this is no exception.”
Champions Trophy’s Place in India’s Cricket Advertising Market
Despite the domination of the IPL, which is expected to generate ₹4,500-5,000 crore ($5.17-$5.74 billion) in ad revenue, ICC tournaments remain highly lucrative. The Champions Trophy alone is expected to bring in an amount equivalent to 20% the IPL’s anticipated ad revenue, reinforcing cricket’s continued strength in India’s advertising landscape.
“Some of the biggest cricketing properties like the World Cup, Champions Trophy, and IPL are the most premium advertising properties in India. Their demand is always there, and new-age companies always try to get a slice of such properties,” added Menon.
Additionally, advertisers are using this tournament as a trial run for IPL campaigns. “This acts as a pilot campaign before brands commit larger budgets for IPL,” noted Vaishal Dalal, co-founder of Excellent Publicity, also speaking to Moneycontrol.
India’s Success Boosting Excitement and Ad Sales
This final marks India’s third consecutive ICC tournament final, following their appearances in the 2023 ODI World Cup and the 2024 T20 World Cup, which they won, ending an 11-year ICC trophy drought. With India looking to add another major title, viewership for the final is expected to be one of the highest of the year.
“JioStar still has some ad inventory left and is seeking a premium for the unsold spots,” said Hema Malik, Chief Investment Officer at IPG Mediabrands, speaking to the Economic Times. “India’s strong performance is a significant advantage amid a soft ad market, especially since the tournament precedes the IPL.”
With advertisers scrambling for last-minute slots, and India’s participation locked, the Champions Trophy final is set to be one of the biggest TV and digital advertising events of the year.
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Name of Author: Cricexec Staff
