seems to be winning the bulk of television advertising for the ongoing Indo-Pakistan series with major media planners shying away from the Nimbus owned Neo Sports, citing low penetration.
Last week, Nimbus and the state owned Doordarshan reached a consensus wherein Doordarshan agreed to pay Rs 96 crore (gross) to the Nimbus Group as a minimum guarantee from the airtime sales the former will earn during the telecast of the current India-Pakistan cricket series.
Neo, which used to charge Rs 2.9-3.65 lakh per 10 seconds earlier, is now charging Rs 1.4-1.65 lakh per 10 seconds. Doordarshan, which had a rate card of Rs 3 lakh per 10 seconds, is known to have finally settled for a market operating rate (MoR) of Rs 2.5-2.75 lakh per 10 seconds.
"Surely it's a win-win for clients as one can reach both terrestrial and the majority of C&S homes with just channel," says another senior media planner.
That's probably why all top advertisers, including HLL, S Kumar, Pidilite, HDFC and Bajaj Alliance, are spending most of their advertising budgets with Doordarshan. Also, during the India-Australia series, Neo could manage TRPs of just 4-5 due to low penetration as the channel has a reach of only around 40 per cent in C&S homes.
At first look, Doordarshan's agreement to pay Rs 96 crore to Neo seemed expensive. Now it is beginning to appear like an excellent decision.