MAM
ESPN Star Sports eyes Rs 1.6 bn ad rev from Indo-Pak series
MUMBAI: Sports broadcaster ESPN Star Sports is playing hard ball with advertisers for the blockbuster India-Pakistan series comprising 3 ODIs and two T20s.
The sportscaster has set high ad rates for the high-profile series hoping to suck in as much ad revenue as it can. The series kicks off on 25 December.
According to industry sources, the broadcaster is asking for Rs 800,000 per 10 second spot for the ODIs while the T20s have been priced at mind-boggling Rs 900,000-1 million.
In comparison, the going rate for an India-England series is about Rs 275,000-300,000 per spot for ODIs and Rs 450,000 for the T20s, according to media buyers.
An ODI match typically has 5,000-5,500 seconds of FCT, out of which each sponsor gets about 240-360 seconds. In contrast, a T20 match has 2,000-2,200 seconds wherein a sponsor gets 120-180 seconds.
ESS is eyeing eight sponsors including two co-presenting and six associate sponsors. It has set an ambitious target of Rs 1.6 billion ad revenue from the series.
ESPN Software India MD Aloke Malik said it has already got one sponsor on board for the series which will be held from 25 December to 6 January.
“We are looking at two co-presenting and six associate sponsors. We have just gone to the market with it and have got one sponsor,” Malik told Indiantelevision.com without revealing the name of the sponsor.
The steep rates have clearly not gone down well with the advertisers who are questioning the basis on which the rates have been hiked coming as it is in the wake of a subdued ad market.
Lodestar UM COO Anamika Mehta said, “The ad rates for the series are inflated because of the hype around the series. The entry price is too steep and it‘s not really easy to spend that kind of money even on an India-Pakistan series. In any case, we had a packed cricket calendar this year.”
While acknowledging that an India-Pakistan series will deliver high ratings compared to any other series, Mehta said the price point is too steep to take the bait. Lodestar‘s client Tata DoCoMo had signed a deal with ESS for the entire cricket season.
“Although an India-Pakistan encounter delivers high viewership, beyond a point the ratings won‘t increase. At that price point we can as well buy other cricket properties,” Mehta reasoned.
A top media buying executive from Mindshare questioned the justification behind the ad rate hike while conceding that an India-Pakistan series is a lucrative property to buy for any advertiser.
“An India-Pakistan series is a premium property but it cannot be just doubled. There has to be some justification for this kind of an ad rate. A couple of our clients are interested in the series but this is not the price that we are willing to pay,” the official said requesting anonymity.
The executive said that ESS can expect a premium of 25 to 50 per cent maximum on the prevailing prices. But anything above that is obnoxious, he added.
A media buying executive of another agency wondered which advertiser would spend the kind of money that ESS is asking for. “The ad market is not buoyant as big spenders of cricket like telecom are not spending much. The insurance sector is dead, colas also spend mostly during summer and MNCs have already closed their yearly budgets. So the question is who has the appetite to spend this kind of money,” the executive questioned.
The negative mood notwithstanding, the sports broadcaster remains optimistic about the prospects of the series which is happening after almost half a decade. The two countries last played a series in 2007.
A senior ESS official asserted that the company was in the process of finalising deals and by next week it would be able stitch together a few of them.
“The media buyers can say whatever they want to, but we are confident of achieving our targets. We are in negotiations with advertisers and will hopefully finalise few deals by next week,” the official said.
The official said that apart from big spenders they would also have about 20-30 per cent of first time advertisers who are willing to pump in money for the big bang series.
If we think about how many times you visited a paediatrician during the year for your child’s fever, or went to the pharmacy for cough syrup, antacids, or prescription cream; how many physiotherapy appointments your spouse had throughout the year, or how many routine diabetes check-up appointments you had; most families would say that the ongoing healthcare cost to their family isn’t necessarily the sudden expense of a grown adult being admitted to the hospital, but rather the ongoing and regular expenses of running the household. Because of this, the search for the best family health insurance plans in India have evolved to include OPD covering as a significant factor in their decision making process.
As someone who has reviewed countless policies for families, I’ve seen a clear shift. Families are no longer satisfied with a plan that only activates during a hospital crisis. They want a partner for everyday wellness, and that’s what modern, comprehensive Health Plans for Family aim to be.
OPD Cover: The Game-Changer in Family Health Insurance
OPD, or Outpatient Department, cover handles expenses incurred outside of a hospital admission. This includes:
- Doctor consultation fees (General Physicians and Specialists)
- Diagnostic tests (blood work, X-rays, MRIs)
- Pharmacy bills (medicines prescribed)
- Minor procedures (dressing, injections)
Without OPD coverage, all these costs come directly from your monthly budget. A comprehensive Health Insurance with OPD Cover absorbs these shocks, transforming your policy from a seldom-used safety net into an active, year-round health management tool. For a family with children or aging parents, this isn’t a luxury; it’s a practical necessity.
Identifying the Best Family Health Insurance Plans In India with OPD
Not all OPD covers are created equal. When comparing Health Plans for Family, you must dig into the specifics. Here’s what separates the good from the truly valuable:
Integrated vs. Add-on Cover: Some of the Best Family Health Insurance Plans In India bundle OPD within the base plan (e.g., HDFC Ergo’s Optima Restore). Others offer it as a paid add-on rider. Integrated covers are often more seamless, but add-ons allow you to customize. Compare the sub-limits and overall value.
Realistic Sub-Limits: OPD coverage always has limits. Look for plans that offer a dedicated annual OPD sum insured (e.g., ₹10,000-₹25,000 per family) rather than a tiny per-consultation limit. This gives you flexibility, you can use it for a few major diagnostics instead of just small consultations.
Cashless OPD Network: The true convenience of health insurance with OPD cover is cashless access. Leading insurers have tied up with pharmacy chains, diagnostic centers, and clinic networks. You can walk in, show your card, and walk out without paying upfront. Check the insurer’s network partners in your locality.
Simplified Claims Process: For reimbursements outside the cashless network, the process should be digital and straightforward—via an app with document upload. Cumbersome OPD claim processes defeat the very purpose.
Key Players and What to Look For
Several insurers have pioneered strong family floater plans with OPD benefits. While new products emerge, plans like HDFC Ergo’s Optima Restore, ICICI Lombard’s Health Advantage Plus, and Niva Bupa’s ReAssure 2.0 have been notable for their structured OPD components. Star Health’s Family Health Optima also offers a comprehensive package.
However, the plan name is less important than its architecture. Your checklist for the Best Family Health Insurance Plans In India with OPD should verify:
Adequate In-patient Sum Insured: This is your core cover. Don’t compromise this for OPD. Start with at least ₹15-20 Lakh for a family of four.
Restoration Benefit: Crucial for families. It restores your main sum insured if exhausted, often including the OPD cover.
No Claim Bonus (NCB): Your reward for a healthy year should protect your OPD benefit too, often by increasing your overall sum insured.
Preventive Health Check-ups: A sign of a wellness-oriented insurer. Many top Health Plans for Family include free annual check-ups, complementing the OPD benefit.
Making the Smart Choice for Your Family
Choosing the right plan requires a simple audit. Tally your family’s average annual spend on doctor visits, tests, and medicines. You’ll likely find it’s a significant amount. Then, compare the premium of a comprehensive Health Insurance with OPD Cover against a basic plan plus your out-of-pocket OPD expenditure. The difference is often negligible, but the value is monumental.
For families, the Best Family Health Insurance Plans In India will be those that acknowledge the fact that the “real” journey for your family’s health occurs daily and not just during emergencies. By choosing a Family Health Insurance plan with meaningful OPD coverage, you will not only be insuring against your family getting sick, but also investing in your family’s ability to see their doctors or other healthcare providers on a more frequent basis for non-emergency issues and providing your family with a significant degree of peace of mind with regards to their financial and physical well-being. The shift away from reactive insurance to proactive insurance by families is now essential; it has become a necessity for the modern family that is living with intention.
