For IPL, it wasn’t a glossy start with Vivo pulling out as title sponsor earlier. The brand has paid a whopping Rs 2,199 crore for five years (2019-2023), or Rs 440 crore per year.
The League found sponsors in relatively unknown brands such as gaming company Dream11, Edtech unicorn Unacademy and the credit card payments company Cred, besides a couple of big names as Tata Motors Altroz and Ceat Tyres.
According to BARC, the advertising volumes also saw 15 per cent growth within the Star Sports set of channels/ Live matches (excluding Star Sport 1 Bangla, Star Sports 2 (HD+SD).
It is important to note that “Bigg Boss” started much after IPL, and is expected to catch up subsequently.
“Cricket matches without an audience, being played outside India, have less charm. But this is not bad. The kind of revenue it used to generate is not happening. Whereas ‘Bigg Boss’ is going on for so many years, and people are interested in it, But it is too early to say if it is a success or a failure,” said film trade analyst Amod Mehra.
With IPL scheduled to end on November 10, “Bigg Boss” is likely to take over the Indian small screen after that. That, though, depends on how the show unfolds and whether the contestants manage to grab the attention of the viewers with fresh tricks.