Ad rates for Asia Cup India–Pakistan clash dip 15–20%

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Advertising rates for Sunday’s India–Pakistan Asia Cup match are down 15–20% compared to previous years, according to industry executives. The dip contrasts with the usual spike such high-profile fixtures command and highlights structural shifts in cricket sponsorship.

In past Asia Cups, ad slots for India–Pakistan games commanded ₹10–15 lakh per 10-second TV spot, often climbing higher than ICC tournament rates. This year, rates are lower, with executives citing the sudden ban on the real-money gaming (RMG) sector — one of cricket’s biggest ad spenders — as the primary cause. The absence of a lead sponsor for Team India and subdued interest in non-India matches have also dented demand.

Sony Pictures Networks India, the ACC’s media rights holder, has bundled seven key India matches into flat-rate packages at ₹16 lakh per 10-second spot. Connected TV rates are holding at ₹20–24 lakh, but linear TV demand has softened. Digital ad spots for India–Pakistan remain premium, priced at ₹750 per 10-second pre-roll.

Executives also pointed to geopolitical tensions and a lacklustre start to the tournament as factors weighing on rates. Sarfaraz Ansari of Mudramax said the usual frenzy around an India–Pakistan clash has been tempered this year.

Still, categories such as FMCG, autos, financial services, paints, and mobile handsets are expected to fill the gap during festival season. “Bigger brands will step up because the spotlight of an India–Pakistan game remains unmatched,” said Siddharth Devnani of SoCheers.

For advertisers, the match remains a prime opportunity — but this year’s dip signals a market recalibration, as cricket advertising becomes less dependent on gaming spend.