According to knowledge by tv rankings company Broadcast Audience Research Council (BARC), a median 105 million distinctive viewers watched 17 matches within the first two weeks of IPL, 9.5% lower than final yr.
Since advertisers don’t have exit clauses as per contracts with Star, they’re asking for leeway by way of further airtime, main media shopping for executives mentioned.“We have paid at least 20% premium for advertising on IPL this year; we can’t exit, but we do need reworking of deals or compensation in terms of extra advertising mileage on Star platforms,” mentioned a senior official of a number one advertiser which has purchased distinguished advert slots.
“The ratings are down, players are quitting the league, and with retail shops closed, out-of-home impulse consumption is down to negligible,” the particular person identified. The Twenty20 event that began on April 9 will go on until May 30. Its viewership has fallen even as the nation is grappling with an enormous surge of Covid-19 instances, an alarming scarcity of hospital beds, medical oxygen and vaccines.
“Advertisers are justified in asking for some leeway. When they inked deals with Star, the second wave (of the pandemic) was nowhere on the horizon,” mentioned Sandeep Goyal, chairman of media advertising firm Mogae Media.
“Brands can’t exit when there’s a downside and ride the wave when there’s an upside, so a middle ground will be worked out,” he mentioned.
A Star Sports spokesperson mentioned the broadcaster has not acquired requests from the manufacturers or advertisers for extra stock. “We work very differently on the inventory for our Sports network. Sports is monetised separately from the rest of the network and our advertisers are aware of this,” the particular person mentioned in an e-mail revert.
The Star spokesperson mentioned the viewership decline was “negligible”. “2020 was an outlier year for IPL viewership. This year’s viewership is higher than 2019 with a negligible gap between 2020.”
Legal specialists mentioned power majeure can’t be invoked since contracts signed with Star don’t permit that. Deals need to be reworked, they mentioned.
“Many networks have re-worked their marketing and advertising agreements to delink the termination or exit clauses with force majeure events (such as the ongoing pandemic),” mentioned Rahul Goel, associate at regulation agency Anant Law.