The World Cup final made JioStar a fortune, charging ₹5,000,000 for every 10 seconds; but from whom and why?

India made history by winning the T20 World Cup Final for the third time. However, JioHotstar also reaped the benefits. JioHotstar is the official media rights holder of the International Cricket Council (ICC). It charged approximately ₹50 lakh for a 10-second advertising spot during the India-New Zealand final match.

This sharp increase in charges came as advertisers struggled to reach audiences after India's successful performance in the tournament. In fact, due to India's strong performance, more and more advertisers wanted to reach audiences with their advertisements through cricket matches.

Why did JioHotstar increase its premium?

According to media reports, JioHotstar demanded a premium due to limited advertising inventory and increased viewership throughout the tournament. JioHotstar, the digital platform broadcasting ICC matches, received a peak viewership of 65.2 million during the India-England semi-final.

This was the highest ever concurrency for a live event on any digital platform. The match also received a whopping 619 million views on JioHotstar, making it the most-streamed T20 International match ever.

Record Earnings Estimated

Despite media reports suggesting that connected TV and mobile streaming are in greater demand than linear television, JioHotstar is targeting advertising revenue of over ₹2,000 crore from this tournament across television and digital, making it one of the most profitable editions in the event's history.

Experts had previously predicted that the increased viewership would lead to higher ad rates for JioHotstar. Brand demand for the final would be high.

Charges for the entire tournament

Television ad rates for a 10-second spot for the entire tournament started at ₹8.25 lakh, increasing to ₹10 lakh, ₹12.5 lakh, and ₹17 lakh depending on the package, including India and non-India matches. On digital, mobile ads were priced at around ₹250 CPM, or cost per mile, while connected TV rates ranged from ₹5 lakh to ₹7 lakh.

According to data from the Broadcast Audience Research Council, television reached a total of 275 million viewers across India for the first 49 matches of the tournament. Reliance Industries, whose chairman is Mukesh Ambani, owns a 63.16% stake in JioStar.

Disclaimer: This content has been sourced and edited from Dainik Jagran. While we have made modifications for clarity and presentation, the original content belongs to its respective authors and website. We do not claim ownership of the content.