Cricket broadcasters likely to suffer deep cuts in advertising revenue by 20 percent – Cricket News Update
Media and marketing experts predict that rates for telecasting cricket matches are likely to fall by 15-20 percent if the current overdose of the game continues.
According to the sponsors, teams usually are on tight schedules these days which affects the overall quality of the game. Due to this phenomenon, enough market response has not been generated recently.
Ajit http://www.senore.com/Cricket/Reni-Varghese-c84677, Managing Director South Asia – Maxus and Motivator, opines that cricket has become a ‘general media window’ unlike the past when cricket lovers used to watch each and every ball of a few matches that were broadcasted. Moreover, he thinks that
the abundance of cricket has eroded the thrill and charm, therefore, the viewership has decreased.
Talking to the media today, Ajit said, “Cricket has become a general media window unlike a few years back when it was used as an impact window. There are no epic fights. Time spent on the game has come down significantly. So rates are expected to go down
by 10-15% if this trend continues. Brands are not taking huge outlays or launching campaigns around the sport.”
Basabdatta Chowdhury, Chief Executive Officer Madison Media Plus, added, “There is a definite sense of caution among advertisers, considering that the quality of cricket has come down with so much of it being played. Ad rates have, therefore, eroded and
if the quality does not improve they are likely to go down further.”
Since the advent of the 20-over format, the sport has grown enormously around the globe. A number of series and tournaments are on the move in different parts of the world at a time. This way, it becomes impossible for fans to follow each and every cricketing
tournament happening out there due to which the advertisement revenue suffers deep cuts.
Some analysts suggest that low advertising revenues may halt International Cricket Council’s move to perk up the status of Test cricket which is sliding down continuously. Not only will the advertisers suffer but even players, broadcasters and organisers
will be a part of the agony.
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