Playing on the front foot

AD RATES SOAR BY OVER 40% FOR WPL, AS BRANDS SEEK PURPOSE-LED PARTNERSHIPS

- CHRISTINA MONIZ

AS DEFENDING CHAMPION Mumbai Indians gets ready to face Royal Challengers Bengaluru in the opening fixture of this year's Women's Premier League (WPL) on Friday, advertisers off the pitch are also gearing up for what promises to be a breakout season.

Media agency sources report that broadcast ad revenues have already doubled for the 2026 season over last year, with ad rates surging by over 40% to cross ₹60,000 per 10 seconds for SD and HD TV.

Connected TV (CTV) slots are also being sold at a premium of around ₹400-500 CPM (cost per mille) while mobile CPM is at ₹150-170. Industry sources add that advertisers are betting big after the Indian women's team wowed fans with their historic ICC World Cup win last year. The tournament saw the cumulative viewership reach 446 million for the India-South Africa final at DY Patil Stadium, matching the ICC Men's T20 World Cup 2024 final viewership.

Broadcaster JioStar has roped in 15 sponsors this season, including SBI, Kingfisher packaged water, Kalyan Jewellers, TVS Eurogrip, VIDA and BHIM UPI.