INDIA-PAK SHOWDOWN: U-TURN TRIGGERS AD UP-TURN
Pakistan is set to take the field against India on Sunday. But long before the first ball is bowled, the money has already begun to roar.
For advertisers and broadcaster JioStar, the India–Pakistan showdown is less a cricket match and more a commercial supernova. Industry estimates peg nearly ₹4,000 crore in total commercial value — spanning broadcast revenues, sponsorships, advertising and ticketing — riding on those three electric hours.
U-turn sparks ad-rate surge
Even though most ad inventory had been snapped up before the PCB’s now-reversed decision to skip the match, the dramatic U-turn has only stoked demand for the last remaining slots. The result: a late scramble and a sharp spike in rates. Ten-second TV spots have surged to ₹35–40 lakh from about ₹20 lakh at the start of the tournament. Connected TV (CTV) rates have climbed to ₹1,000 per CPM, up from around ₹600 for other India games, while mobile advertising now commands ₹350–400 per CPM versus ₹300 earlier.
The stakes are equally high for JioStar. Industry insiders say the broadcaster is eyeing ₹2,000 crore in ad revenue from the tournament. A cancellation of Sunday’s marquee clash could have shaved off more than 10% of that — a significant dent at a time when broadcasters are grappling with the hefty cost of ICC media rights.
“Advertiser sentiment has displayed a seesaw-like momentum because of the uncertainty around this game,” said Prashant Joglekar, founder of SportsBiznet. “But that uncertainty has turned into a blessing in disguise. It has amplified the hype. In a T20 World Cup, the weightage of an India–Pakistan clash is always far higher than an Asia Cup game. Brands are betting big.”
The Sunday slot adds further commercial muscle. So does India’s recent dominance over Pakistan in global tournaments. “An India–Pakistan World Cup match is virtually the commercial pinnacle of any cricket tournament,” said an industry insider. “It’s in every stakeholder’s interest that the match goes ahead. But this episode should push the ICC to find more durable solutions to geopolitical disruptions.”
Record opening-day watch time
Early numbers suggest the appetite is intact. On opening day (February 7), total consumption across digital and linear platforms rose 59% over the 2024 edition, touching 14.7 billion minutes — the biggest-ever opening day in ICC Men’s T20 World Cup history, according to the broadcaster. JioHotstar clocked a reach of 101.9 million, up 81% year-on-year.
With India fresh off an Under-19 World Cup triumph and underdogs like Nepal and the Netherlands rattling heavyweights such as England, the tournament narrative has broadened — and so has advertiser appetite.
On Sunday, rivalry will drive emotion. But it is scale — and the promise of record eyeballs — that is driving the money.
2026-02-12T02:12:27Z