Hitting against the spin

Can JioStar hit its Champions Trophy ad revenue target?

- CHRISTINA MONIZ

COME FEBRUARY 19, eight cricket teams will compete for the coveted International Cricket Council (ICC) Champions Trophy that is making its comeback after eight years. Pakistan will take on New Zealand in the tournament opener in Karachi while the much-awaited clash between arch-rivals India and Pakistan will take place in Dubai on February 23. With other cricketing powerhouses like Australia, England and South Africa also in the line-up, the first international men's cricket tournament of the year hosted by Pakistan and the UAE promises much action both on and off the field.

Brands from sectors such as auto, electronics, fintech and retail are said to be in the queue for advertising slots. This is the first international men's cricket tournament to be broadcast by the newly formed JioStar and the broadcaster expects to log viewership numbers similar to the record posted during the ICC World Cup in 2023. With 422 billion viewing minutes on the Disney Star Network alone, it recorded a whopping 54% increase from 2011 and a significant 9% rise from 2019.