When Amanjot Kaur cracked a four off Sophie Molineux on Thursday, it not only recorded the biggest win for India’s women in blue, it also ensured the spot rates on television for the Sunday decider soar around 40%. TV ad spots for India games, which were at Rs 3 lakh per 10 seconds at the start of the tournament , have climbed up to Rs 5 lakh for the final. On digital, the ad rates are now between Rs 650 and 700 per CPM (cost per mille), up from Rs 400-500.

“Advertisers are likely to scramble for ad spots at the last moment,” observes Ramsai Panchapakesan, president, investments and partnerships at Havas.

“While several advertisers have locked their ad spending for the final much earlier, those coming at the last moment will have to pay a premium for inventory. We’re seeing brands acro

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