As the eagerly awaited Asia Cup 2025 approaches, broadcasters are establishing competitive advertising rates, primarily influenced by the increasing demand for slots during matches between India and Pakistan.
Sony Pictures Networks India (SPNI), which possesses exclusive media rights for the tournament until 2031, has set television advertising rates for India’s matches at an astonishing Rs 14 lakh to Rs 16 lakh for every 10 seconds, as reported by The Economic Times.
Overview of the Asia Cup 2025:
Format: T20
Number of Teams: 8
Total Matches: 19
Why Ad Rates Skyrocket for India vs Pakistan Matches?
According to Understand
Substantial Audience Engagement:
The cricket match between India and Pakistan transcends mere competition — it stands as one of the most significant sporting events globally.
The global viewership frequently exceeds 300 to 400 million, achieving unprecedented TRP ratings in both India and Pakistan.
Advertisers are aware that they have the opportunity to connect with the maximum audience during a single broadcast.
Significant Emotional Importance:
The competition is driven by historical context, political factors, and infrequent chances (as bilateral series are not conducted).
Each meeting occurs solely during ICC tournaments or the Asia Cup, rendering it a unique occasion.
Supporters engage with fervor, ensuring they remain captivated by the broadcast — an ideal scenario for advertisers.
Scarcity of Matches:
India and Pakistan do not engage in regular bilateral series.
This infrequency generates significant anticipation each time they compete against one another, in contrast to the frequent matches between India and Sri Lanka or Australia and England.
Advertisers take advantage of this scarcity factor.
Peak Engagement:
In the context of India–Pakistan matches, the occurrence of audience drop-offs (individuals exiting during advertisements) is notably low.
Viewers tend to watch even the ad breaks, as they are reluctant to miss any action on the field.
Such high levels of viewer retention ensure that brands receive increased visibility.
Exclusive Branding Opportunity:
Organizations initiate unique advertising campaigns during these events.
For instance: major FMCG brands, telecommunications firms, financial technology applications, and even political advertisements compete for advertising slots.
Gaining visibility during such a prominent occasion provides brands with prestige and enhances their recall value.
Economics of Demand and Supply:
Due to the limited availability of advertising slots and the exceptionally high demand, broadcasters sell these slots through auctions at elevated prices.
In India, 10-second advertising slots for India–Pakistan matches can reach prices of ₹25–30 lakh, significantly exceeding those for regular matches.