In a revelation two years ago, journalists uncovered betting websites resorting to surrogate advertising during the 7th and 8th seasons of the Pakistan Super League (PSL). Following a year-long investigation by the Ministry of Information and Broadcasting (MoIB), the claims were validated.
A subsequent letter was dispatched to key stakeholders including the Pakistan Cricket Board, the Pakistan Electronic Media Regulatory Authority, PTV Corporation, and others, urging them to cease business dealings with betting companies and their surrogate counterparts. This directive sparked discourse within the media industry, raising questions about the advertising expenditure (AdEx) viability for the PSL.
Muhammad Ali Rehman, a real estate investor, highlighted the pivotal role of transparent data provision in securing advertising investments. Contrary to previous years, this season has witnessed a surge in advertisers flocking to PSL streaming platforms for enhanced reach and transparency.
The bidding war for streaming rights for the 2024-2025 season saw Daraz reporting over 368 million views for PSL streaming in 2022. However, concerns were raised regarding the absence of detailed effectiveness reports for digital AdEx placements.
While MediaLogic provides reach and ratings data for TV, the absence of third-party measurement businesses for streaming services necessitates platforms like Daraz to provide real-time data transparently.
The scenario prompted the creation of SuperSauda by Unilever in 2020, and similar concerns persisted during the sale of digital ad space for PSL streaming on Daraz’s app.
The landscape shifted significantly with Walee Technologies securing streaming rights for PSL seasons 9 and 10. Walee’s commitment to transparency was underscored by its distribution deals with platforms like Tapmad and MHL’s Begin.
The move towards transparency has attracted a wide array of advertisers, including Spotify, Coca-Cola, and PepsiCo, signaling a paradigm shift towards data-driven advertising.
Walee’s proactive approach to data transparency sets a precedent for future streaming rights negotiations, although it may potentially lead to increased bid prices.
As streaming emerges as the preferred advertising platform, advertisers are banking on its potential to surpass linear TV, driven by evolving user behavior and enhanced data transparency.
2024 marks a significant turning point with ad-free streaming options and unparalleled data transparency, reshaping both viewer experience and advertiser expectations in the PSL ecosystem.
