Disney Star, Viacom18 on a slow start this IPL season as most companies tighten ad budgets
The Indian Premier League 2024 that kicked off on Friday has so far received a lukewarm response from advertisers as broadcasting and streaming rights holders Disney Star and Viacom18 face difficulties in closing ad deals despite starting the sales process in January.
The two companies have so far collectively roped in 33 sponsors, with streaming partner Viacom18 signing 18 and Disney Star onboarding 15 sponsors. Last year, they had 39 sponsors with Viacom18 getting 26 sponsors and Disney Star, 13.
The two companies have so far collectively roped in 33 sponsors, with streaming partner Viacom18 signing 18 and Disney Star onboarding 15 sponsors. Last year, they had 39 sponsors with Viacom18 getting 26 sponsors and Disney Star, 13.
Some media buyers attributed the lukewarm response to lack of budgets with most companies having exhausted their ad budgets for FY24 while others pointed to multiple marquee events including the upcoming general elections and T20 World Cup that increase advertisers’ options.