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‘Sony sells most of its TV, digital ad inventory for Asian Games 2023’


Mumbai: Sony Pictures Networks India (SPNI) has sold over 90% of its TV and digital ad inventory for the Asian Games 2023, with the network targeting a reach of over 100 million for the event, a senior company executive said.

“We are almost sold out, whether it is linear or digital, and the list of advertisers is growing. We sold the TV and digital ad inventory separately,” said SPNI business head, sports Rajesh Kaul.

The TV broadcast sponsors include Hyundai, JSW Group, Limca Sportz, Paisabazaar, LIC of India, UltraTech Cement, Amul, State Bank of India, Panasonic and Parle Products, while the digital sponsors are EatFit, JSW, Maruti Suzuki India, ACKO and Limca Sportz, among others.

The media company was seeking investments of ₹3.5 crore from co-presenting sponsors and an outlay of ₹2.4 crore from associate sponsors.

Media buyers say properties like the Asian Games draw niche audiences that are relevant to certain sets of advertisers. “The cost of advertising on a property like the Asian Games is also not very high compared to cricket,” said Madison Alpha CEO Vishal Chinchankar.

The Asian Games will be broadcast on Sony Sports Network while being streamed on SonyLIV. Unlike Disney Star and Viacom 18, who are offering tickets for free, the Asian Games will remain behind the paywall.Kaul expects the Asian Games 2023 to reach over 100 million audiences on the back of growing interest in non-cricket sports among fans and the improvement in the performance of Indian athletes on the global stage.While the previous edition of the Asian Games was watched by 80 million viewers on Sony Sports, the presence of cricket in the event this year will only add to its appeal among a larger audience base, he added.

“This time, the event will be watched by 100-120 million viewers on TV. We are also expecting a huge growth in digital viewership. We saw huge growth in the Commonwealth Games because the Indian women’s cricket team played for the first time,” Kaul said, adding that events like the Asian Games draw family audiences.


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