Mumbai, Mar 26: Team India lives another day to play the dream semifinal against Pakistan and that means advertisers, who banked on the 50- over World Cup, feel they have got a bigger bang for their buck than expected.
 It's not only the advertisers, the ICC World Cup is turning out to be a jackpot for the broadcaster ESPN Star Sports (ESS) as well. Media planners told TOI that ESS has hiked its advertising rates-the amount a brand pays to be seen on air-to as much as Rs 17-18 lakh for a ten second spot for the India-Pakistan semi-final scheduled to be played in Mohali on March 30. This is a huge jump from Rs 3.5- 4 lakh for a ten second spot the broadcaster charged before the start of the tournament.
 ESS got on board brands like Britannia and Nike, which paid about Rs 8-9 lakh for a ten second spot during Thursday's quarterfinal encounter between India-Australia. "There are very few spots left. We are definitely looking at substantially higher rates as compared to what we were selling before the tournament started," said Sanjay Kailash, executive VP-ad sales & new media, ESPN Software India. Sports broadcasters usually keep about 10% unsold inventory to bag so that they can charm a premium for it at the last leg of the tournament.

Lastupdate on : Sat, 26 Mar 2011 21:30:00 Makkah time
Lastupdate on : Sat, 26 Mar 2011 18:30:00 GMT
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