Beginning 14 February, the ICC Cricket World Cup is going to be this year’s biggest sporting spectacle to be jointly held in Australia and New Zealand. As national brands scurry to invest and make their presence felt, official broadcast network Star India has extended the opportunity for brands with a regional presence too. Star has created multiple sponsorship and spot buying options tailor-made for different feeds allowing advertisers for the first time ever to buy different cuts and air creatives in different languages to target their audiences sharply. The network is evidently looking at geo targeting.
The World Cup this year will be telecast on 12 channels and in six different languages. While eight sports channels from the network’s stable will broadcast the event, the others are Star Vijay (Tamil), Jalsha Movies (Bengali), Asianet Movies (Malayalam) and Suvarna Plus.
A Star official said that the network is looking at exploring two options. Firstly, brands with higher budgets can pick for national advertising, which will have different ad spot rates. Secondly, if a brand wants to communicate to only a select audience in markets like Chennai, West Bengal or Tamil Nadu, it can advertise on these regional channels of the network. The network is currently in talks with more than 100 brands especially those from the e-commerce segments, in different markets including tier II and tier III markets.