PKL 2024: Expected to reach 400 mn viewers, Ad rate remains unchanged for PKL 11
The Pro Kabaddi League (PKL) is all set for its 11th season, starting on October 18, 2024. The league is expected to reach a massive audience of approximately 400 million this year, which is nearly 70% of the Indian Premier League (IPL)'s reach. This growth can be attributed to the league's increasing popularity and its ability to attract a wider audience, especially among youngsters.
Unchanged Ad rates and sponsorship packages
Despite the league's rising popularity, the ad rates and sponsorship packages for PKL Season 11 remain unchanged from the previous season. The official media rights owner, Disney Star, has set a spot rate of Rs 1.25 lakh per 10 seconds for TV ads, and sponsorship packages start at Rs 4 crore. This decision is likely based on the league's strong performance in the previous season, which saw a 20% increase in viewership compared to the year before.
Kingshuk Mitra, Head of Ad Sales at Star Sports, focused on the importance of data-driven insights in understanding the league's impact on advertisers. He highlighted the league's nationwide reach, with approximately 50-56% of its viewership coming from Hindi-speaking markets and 44% from the South. Additionally, PKL's viewership cuts across all market tiers, making it a truly inclusive league.
Mitra also mentioned that the league's ability to offer 360-degree solutions sets it apart from other properties. As the league's management team, Star Sports controls the players, grounds, and on-air elements, providing comprehensive solutions for advertisers. This, combined with the league's efficiency in ratings and rates, makes it a compelling option for brands looking to expand their reach.
To further enhance its offerings, Star Sports has implemented several key strategies focused on client expansion. These include creating flexible packaging and bite-sized deals to attract more advertisers. The network has also seen increased interest from key sectors, such as infrastructure, consumer packaged goods (CPG), and auto industries.
The PKL has played a significant role in the growth of sports in India, following in the footsteps of other successful franchises like the Indian Super League (ISL). Established to promote and strengthen the indigenous sport of kabaddi, the PKL has not only elevated the sport's profile but has also created a wealth of opportunities for various stakeholders in the industry.
By leveraging the franchise model, the PKL has driven substantial growth in sponsorship, endorsement, and advertising revenues. While cricket remains a dominant force in Indian sports, emerging sports like kabaddi are gaining traction, both in terms of sponsorship and performance. The PKL's success can be attributed to its ability to attract a unique audience, with 30-35% of its viewers being net new compared to cricket.
With the league's 11th season starting during the festive season and in the absence of major cricket events, there is optimism that PKL may generate higher revenue compared to previous years. The league's growing popularity, coupled with its ability to offer unique value propositions to advertisers, makes it a promising prospect for the future.
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