With big-ticket properties such as the ICC World Cup and the fourth edition of the Indian Premier League slated to be held next year, advertising spends on cricket are set to go up by 54 per cent in 2011.
Cricket events are projected to account for nearly a fifth (20%) of the overall television advertising pie next year, up from the current 13 per cent.
Sudha Natrajan, president & CEO, Lintas Media Group, said: "As Indian Premier League (IPL) is expected to be played among ten teams, the number of matches would increase, compared with the tournament held this year.
"This would translate into additional ad revenues for the broadcaster. Besides, the ICC World Cup is coming to the Sub-continent after 15 years and is also generating a lot of interest among advertisers."
Image: Sachin Tendulkar looks up as he celebrates his century, his 50th in Tests, during the fourth day of the first Test against South Africa at the SuperSport Park in Centurion, South Africa, on Sunday December 19, 2010.Text: Sharmistha Mukherjee, Business Standard