The ICC Champions Trophy has attracted 204 million viewers aged two years and above (MF 2+) for 10 matches, according to the Broadcast Audience Research Council (BARC) data. Two matches were abandoned without a ball being bowled, while another was called off after rain interrupted play.
The India vs Pakistan match clocked 154 million viewers for the MF 2+ age group. The game had set a new digital viewership record, amassing 602 million views on JioHotstar, the streaming platform formed by the merger of Disney+ Hotstar and JioCinema.
For the Male 15+ ABC TG category, the tournament attracted 82 million viewers for the 10 games and 64 million for the India vs Pakistan match.
India will take on New Zealand in what will be its third consecutive ICC trophy final after the ICC Cricket World Cup 2023 and the ICC T20 World Cup 2024, which it won to end its 11-year drought of ICC trophies.
Before the tournament began, the broadcaster had set a TV spot rate of Rs 28 lakh per 10-second slot for India matches.Additionally, JioStar is now aiming for Rs 20 lakh per 10-second spot for the connected TV (CTV) inventory, marking an increase from the previous Rs 15 lakh where the TV sets access and play content via the internet.JioStar declined to comment.
A dozen new brands are expected to join the roster for the final match, in addition to the existing advertisers, said people in the know.
One of the people said there is growing interest in the final, with existing sponsors increasing their investment and new brands eager to capitalise on the demand.
IPG Mediabrands chief investment officer Hema Malik said India’s strong performance is a significant advantage amid a soft ad market, especially since the tournament precedes the Indian Premier League.
“JioStar still has some ad inventory left and is seeking a premium for the unsold spots,” she said.
The CEO of a media buying firm noted that while the broadcaster has quoted Rs 35 lakh per spot for TV and Rs 20 lakh per spot for CTV, it is open to negotiations. “They are even willing to close deals at Rs 25 lakh per spot for TV. CTV inventory will see strong demand since it offers premium audiences,” he added.
While the company had set an internal target of Rs 1,500 crore in ad revenue from the ICC Champions Trophy, it may ultimately generate around Rs 850 crore from the tournament, media buyers note.
