Disney Star Faces Struggles in Selling Advertising Slots for PKL 11

As the 11th season of the Pro Kabaddi League (PKL) approaches, Disney Star faces challenges in selling advertising slots. Despite the festive season and a lack of major cricketing events, the network reports signing eight sponsors, including brands such as Dream11, Shriram Finance, and Mother Dairy, across linear, digital, and on-ground platforms. However, sources indicate difficulty in selling the remaining ad inventory. Advertising experts point to uncertainties about the league’s target audience and a complicated advertising landscape as primary hurdles. Increasingly, budgets are being divided between traditional television and digital platforms, affecting advertising strategies.

Sandeep Goyal, Managing Director of Rediffusion Media, commented on the decline in buzz around PKL, noting, “Trying to sell Kabaddi to clients is no longer as easy as it used to be. Clients are uncertain about the target audience Kabaddi attracts.” This sentiment is echoed by a senior media planner, who highlighted the show’s success as India’s second-largest sporting event after IPL, especially in areas outside major metropolitan regions. Despite this, a slowdown in advertising spending during the festive season hampers revenue generation. The planner remarked, “While PKL is gaining traction, the television versus digital landscape complicates advertisers’ strategies.”

The Pro Kabaddi League has significantly impacted sports growth in India over the past decade, according to the GroupM ESP report 2024. The league’s franchise model has boosted sponsorship, endorsements, and advertising revenues. Although cricket dominates, emerging sports, including kabaddi, are gaining momentum, attracting substantial sponsorship investment. Anil Solanki, Senior Director at Dentsu X, anticipates revenue growth this season, buoyed by the league’s regional appeal, especially during the festive period. He expressed optimism about advertiser interest, driven by PKL’s stronghold in “Bharat,” a term denoting regions outside metropolitan India.

Ajit Varghese, Head of Network Ad Sales at Disney Star, emphasized the league’s potential to enhance brand exposure, stating, “The upcoming season promises to elevate the festive spirit, captivating fans and brands with its competitive nature. The PKL offers a unique marketing platform reaching millions of engaged viewers.” Despite these assurances, the network’s selling challenges remain, as spot rates and sponsorship package prices hold steady from last season. RS 2 lakh per 10-second TV ad spots and sponsorship packages start at RS 2 crore, posing challenges amidst evolving advertising preferences.

The season is slated to commence on October 18, 2024, at the GMC Balayogi Sports Complex in Hyderabad. Matches will also be held in Noida and Pune, with the season opener featuring Telugu Titans against Bengaluru Bulls, followed by U Mumba versus Dabang Delhi K.C.