Advertising rates for the high-intensity India vs Pakistan match in the Asia Cup 2025 have declined by 15-20% compared to previous editions. Industry insiders point to contributing factors such as the sudden ban on the real money gaming (RMG) sector, weaker viewership trends for non-India/Pakistan games, and geopolitical tensions.
What the Rates Look Like
- Traditionally, a 10-second spot for an India-Pakistan match on linear TV cost ₹10-15 lakh.
- This tournament, spot rates have softened. While Sony Pictures Networks India (SPNI) has priced ad slots for India-Pakistan matches at around ₹14-16 lakh per 10-second slot, other rates (non-premium, non-India games) have dropped.
- Connected TV (CTV) and digital ad formats also reflect similar shifts: pre-roll, mid-roll, and spot-buy packages show adjusted pricing across match types.
Why Rates Are Down
| Factor | Explanation |
|---|---|
| RMG sector ban | Real money gaming firms have historically been among big advertisers. The ban removed a major source of ad spend. |
| Weak viewership for lesser known matches | Matches involving teams like UAE, Bangladesh, etc., have had lower interest, dragging aggregate viewership metrics. |
| Geopolitical & regulatory pressures | Geopolitical tensions and regulatory uncertainty (e.g. in sectors like gaming) are making advertisers cautious. |
| Absence of a lead sponsor for Team India | Reportedly, lack of a big lead sponsor for India matches this time has lowered competition among advertisers. |
Broader Advertising Structure in Asia Cup 2025
- SPNI, which has media rights through 2031, has set ad rates for India-Pakistan matches on TV at ₹14-16 lakh per 10 seconds.
- Co-presenting sponsorships on TV are priced around ₹18 crore, associate sponsorships ~ ₹13 crore. Business Standard
- Digital ad rates vary: pre-rolls, mid-rolls, CTV ads carry premiums depending on the match — India-Pakistan games fetch the highest. For example, CTV rates for India-Pakistan matches are about ₹1,200 per 10 seconds in certain formats.
What Advertisers & Broadcasters Should Watch
- Value vs. reach trade-off: Brands may reconsider how much premium they pay for marquee matches if the incremental reach doesn’t justify cost.
- Segmented pricing strategies: Premium matches (India-Pakistan) will still command high prices, but packages with non-India games may need to be more affordable.
- Regulatory clarity: Sectors like gaming need clarity; bans or regulations can disrupt advertiser demand overnight.
- Digital vs linear TV: As more viewers shift to streaming/digital platforms, advertisers may shift budgets accordingly, affecting how ad rates evolve.
Conclusion
While India-Pakistan matches remain among the most sought-after slots in cricket advertising, Asia Cup 2025 has shown a notable 15-20% drop in ad rates compared to earlier editions. The impact of regulatory changes, weaker viewership in auxiliary matches, and shifting advertiser priorities has shaken up the usual premium market. For sponsors and broadcasters alike, balancing cost, reach, and regulatory risk will be more important than ever.
