Board Of Cricket Control In India (BCCI) appears to be struggling to sell its digital rights: Daily News And Analysis reports following a lack of interest in bidding for Cricket rights, a committee set up by the BCCI has now decided to reduce the base price by Rs 1 crore per match, to Rs 2 crore. Apparently, only one bid by a media house was made for the rights, and that too was well below the base price.
This is not unexpected: the initial base price of Rs 3 crore per match, an industry executive with knowledge of bidding for Cricket rights, on condition of anonymity, told MediaNama that the base price of Rs 3 crore was too high, and there was no way that that kind of cash could be recovered from these rights, especially given the context that these are mostly test matches. “Test matches don’t work as well on the Internet, as compared with T20 and One Day International rights”, he said. DNA calculates that the bid would have covered 17 Tests, 29 ODIs and two Twenty20 Internationals, including games against Pakistan, England and Australia.
Readers should keep in mind that this time, a tender for Internet and Mobile rights has been floated separately, unlike the time the BCCI sold these rights to Neo Sports as a part of the overall broadcasting rights.
Success begets success, failure begets failure: after India’s successful run in the World Cup, the BCCI had sold IPL rights for Internet, Mobile and TV (for certain geographies) for Rs 261 crore to a consortium of Times Internet Limited (Indiatimes) and Nimbus Communications. This time around, following the Indian teams failure in England, looks like there are no takers for Cricket rights. Some data on digital deals:
– 1.8 billion page views and 4.43 billion minutes were registered, across all platforms including its website, mobile site and native mobile apps on iPhone and Android platforms
– An average minute audience of 72,000 people, globally through the entire tournament.
– Live streaming of the ICC World Cup received more than 55 million views globally with 17 million unique users.
– Combined Pageviews of 72 million, which they claim was 31% higher than the 55 million reported last year
– The page views for India were 43 million over last year number of 24 million, a growth of 79% over last year.
– The final match of the tournament generated over 5 million page views, and the highest single day unique users for the tournament.
– Indiatimes estimates that they delivered around 264 million video ad impressions during the tournament. During a match, they served. The company served preroll and midroll ads during the tournament.
– Average timespent was around 20-22 minutes per visit to the channel (there would have been multiple visits during the game)
corrigendum: we had incorrectly quoted the DNA report as stating that the price is being cut to Rs 1 crore, instead of Rs 2 crore. The error is regretted.