The cricket rivalry between India and Pakistan has always been priceless for fans, but this year it has also become record-breaking for advertisers.
Ahead of the Asia Cup 2025, ad rates for India’s matches—especially the India vs Pakistan clash—have touched an unbelievable ₹16 lakh for just 10 seconds.
Why Are the Rates So High?
The India vs Pakistan encounter has always been the most-watched sporting event in Asia, often surpassing ICC tournament finals in terms of TRPs. Broadcasters know this, and so do brands. Every time the arch-rivals meet, TV ratings soar, and advertisers line up to grab even the smallest slot available.
But this year, there’s an additional push. The Asia Cup 2025 is being played just before the festive season in India, with Diwali coming early this year. Brands see this as the perfect time to make a big splash, ensuring their commercials reach millions of viewers just when consumer spending is at its peak.
The Record-Breaking Packages
According to reports, Sony Pictures Networks India (SPNI) has set new benchmarks for ad sales. Here’s how the numbers stack up:
On Television
- 10-second spot during India matches: ₹14–16 lakh
- Spot-buy package (all matches): Around ₹4.5 crore
- Co-presenting sponsorship: ₹18 crore
- Associate sponsorship: ₹13 crore
On SonyLIV (Digital Streaming)
- Co-presenting & Highlights Partner: ₹30 crore each
- Co-powered-by package: ₹18 crore
- Pre-roll ads: ₹275 for regular matches → ₹500 for India matches → ₹750 for India vs Pakistan
- Mid-roll ads: ₹225 → ₹400 → ₹600
- Connected TV ads (CTV): ₹450 → ₹800 → ₹1,200
In fact, nearly 30% of all ad inventory on SonyLIV has been reserved specifically for India’s matches, showing just how much weight the broadcasters are placing on those games.
Why Brands Are Still Willing to Pay
Some might wonder: Why would any company pay ₹16 lakh for a 10-second ad? The answer is simple—visibility and impact.
- The India vs Pakistan rivalry guarantees massive eyeballs across platforms.
- Ads aired during these matches enjoy high recall value because of the emotional intensity of the contest.
- With the festive season around the corner, brands see this as a chance to connect with audiences right before spending peaks.
In short, while the cost is astronomical, the returns are even bigger.
The Asia Cup 2025 hasn’t even begun, but it’s already making headlines—not for sixes, wickets, or team combinations, but for its sky-high advertisement rates.
As one industry insider put it: “India vs Pakistan isn’t just a cricket match—it’s the Super Bowl of Asia.” And just like the Super Bowl in the US, where ad slots are worth millions, cricket’s greatest rivalry has now joined the same league.
So, the next time you see a 10-second ad during India’s Asia Cup matches, remember—it probably cost the advertiser more than most people’s luxury cars!
