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Twenty20 cup: Low on time, high on rates
The inaugural ICC World Twenty20, scheduled to take place in September 2007 in South Africa, is seeing some record-breaking ad rates owing to the novelty surrounding the new format, high reach, limited opportunity to advertise during matches and the absence of minnows
If advertising on the shorter version of the country’s most loved game is expensive, then spare a thought for the shortest version. The inaugural ICC World Twenty20, scheduled to take place in September 2007 in South Africa, is seeing some record-breaking ad rates owing to the novelty surrounding the new format, high reach and limited opportunity to advertise during the matches.
According to media buyers, the ad rates for TV spots during the cricket matches are as high as Rs 2.5 lakh-Rs 3 lakh per 10 seconds, which is 100 per cent higher than what they were during the ICC Cricket World Cup held in West Indies in May-June 2007.