Brands, restaurants and travel operators are hoping to ride on the buzz around the ICC Champions Trophy final match, which will see India clash with New Zealand. Sources said there has been growing interest among brands to pick up last minute ad spots for the final match, with some of the existing sponsors increasing their ad spends; some brands which had kept out of the tournament, have come on-board. Restaurants, too, are gearing up for stronger footfalls for dine-in and brisk delivery business on Sunday.
A senior media executive with a media planning agency said the broadcaster had set aside 10-15 per cent inventory for last minute spot buys to sell at a premium. “India’s presence in the title clash with New Zealand has generated interest for the match among brands. Brands that had kept out so far, have been showing interest. While the broadcaster is charging a premium, given the current challenging macroeconomic conditions, brands are also negotiating hard for ad spots,” the senior executive said.
In a statement on Friday, the official broadcaster and streaming partner, JioStar, said 20.6 crore TV viewers had tuned in to watch the India versus Pakistan clash in the Champions Trophy, according to BARC data. It added that ratings (TVR) for this match were also nearly 11 per cent higher than the India versus Pakistan match held during the ODI World Cup in 2023.
“Advertisers are going for last-minute spot buys, but steep rate hikes, especially on CTV (Connected TV), with a 40-50 per cent surge, means not all brands are willing to invest in a single match. While linear TV rates have risen, digital is expected to see massive viewership, making SOV (Share of Voice) a game of deep pockets, with year-end budgets being a key constraint,” said Ankit Banga, Chief Business Officer, FCB Kinnect & FCB/SIX.
Meanwhile, restaurants and pubs are gearing up with offers and expect to see 7-10 per cent higher footfalls for dine-in. Players are also anticipating a double-digit increase in delivery orders. Riyaaz Amlani, Founder and Managing Director of Impresario Entertainment and Hospitality Pvt Ltd said, “SOCIAL is all about communities. We have positioned the outlets as ‘Doosra Stadium,’ as sporting events are best enjoyed with families and friends. We expect to see an uptick in footfalls for the key match on Sunday.”
Cricket fans are also travelling to Dubai to watch the match and tickets were sold out ahead of the match. Daniel Dsouza, co-founder, DreamSetGo, said: “The demand for tickets for the ICC Champions Trophy final between India and New Zealand has been phenomenal, with fans eager to witness this high-stakes clash live. At DreamSetGo, we’ve seen a significant surge in interest, reflecting the passion of Indian cricket fans for marquee events.”
