IPL 5: Online ticket sales picking up pace

29 Mar,2012

By Ameya Chumbhale


If ticket sales of the fifth edition of the Indian Premier League are anything to go by, India is certainly not cricket fatigued.


Mumbai Indians, which began its online sales on March 1, claims to have sold close to a third of its tickets already. Some of these tickets are priced as high as Rs40,000 – the most expensive among all teams.


Pune Warriors (PWI) and IPL winners Chennai Super Kings (CSK), as well as Delhi Daredevils are also doing good business, said bookmyshow’s chief executive officer Ashish Hemrajani. Bookmyshow is the online agent for five IPL teams, including Mumbai Indians (MI).


Online sales are critical to the success of the IPL as stadium sales usually commence only a few days before the match. “Last year, we sold close to 60per cent of our ticket inventory online through thermal printing which enables us not to have restriction on quota for online sales. This means the system allows us to print tickets similar to international practices and also allows the Mumbai Indians fans to choose their own seats,” said an MI spokesperson.


Hemrajani says bookmyshow has already sold 50,000 tickets this year. “Mumbai and Pune are doing really well, while ticket sales of Rajasthan Royals and Kings XI Punjab have picked up over the last two days,” he added.


The inaugural match on April 4, between the CSK and MI in Chennai, is sold out. Chandrabhan, general manager, marketing at Chennai SuperKings said online tickets for the second and third matches are also sold out. CSK has kept 60 per cent tickets for on-ground sales as “Chennai is known for fans queuing up to buy (movie and cricket match) tickets,” he added.


Since the first IPL season, on-ground ticket sales and television viewership have moved in tandem, say media planners. “Both went up for the first three years of IPL, and both came down last year. The link is very strong between the two,” said Ajit Varghese, managing director (South Asia), media agency Maxus and Motivator.


Multi Screen Media, the company that operates Sony Max, which broadcasts IPL matches, has signed six sponsors till date. Among them are Vodafone, Pepsi, Hyundai, Idea and Tata Photon. It had nine sponsors last year. MSM, according to sources who did not want to be named, has sold only about 50-60 per cent of the ad inventory until now as against 75-80 per cent around the same time in 2011.


According to industry sources, MSM is charging around Rs5 lakh per 10 seconds and they expect it to rise if television viewership goes up in the first seven to eight matches.

MSM president Rohit Gupta confirmed that the company had signed six to seven sponsors and some of them have come on board for deals valued at over Rs40 crore.

“We have sold nearly 70 per cent of the ad inventory and expect it to reach 80 per cent before going into the tournament,” said Mr Gupta who is confident of filling up the ad spots, as it will take only a sponsor or two more to do so.

Generally, associate sponsors get a certain percentage of the ad inventory as a part of the deal.


Source: The Economic Times

Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved


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