Research carried out by Mumbai-based firm, Alchemy Share and Stock Brokers, found that initial advertising spots for the inaugural edition of the IPL sold at Rs 2,00,000 for 10 seconds – although this was increased to Rs 3,00,000 for semi-finals and Rs 10,00,000 for finals . The company said that current negations for next season show that advertisers are willing to pay a 50 per cent premium on these prices.
The increase is attributed, in part, to the high female audience figures – of the 20 million viewers who watched the IPL, 8.2 million were women. Alchemy Share, however, say that it is unlikely that the type of advertisers will change to reflect this with retail chains, direct-to-home (DTH) service providers and infrastructure companies expected to remain the main sources of income for the channels.
The IPL generated Rs 300 crore in television advertising revenue in its first season.
