The inaugural edition of the Indian cricket board-mooted 20-over tournament had attracted over 20 million viewers, of which 8.2 million were women, they say.
The tournament, in which about $2 billion (over Rs 8,400 crore) has been invested already, generated Rs 300 crore in television advertising revenue in its first season.
According to market experts, negotiations have already started for the next season. "Advertisers are willing to pay a 50 per cent premium for the next season," says Yasmin Shah of Alchemy Share and Stock Brokers, a Mumbai-based research firm.
Retail chains, direct-to-home (DTH) service providers and infrastructure companies are expected to be the main advertisers, the market sources say.
FMCG companies like ITC, Mother Dairy and Nestle, insurance companies, Pizza Hut and Cipla were the leading advertisers during the first edition of the tournament, which concluded on June 1.
The increase in number of viewers had also pushed the television advertisement rates during the first season, which featured eight star-studded teams.
The initial spot sales were sold at Rs 2,00,000 for 10 seconds but it was hiked to Rs 3,00,000 to Rs 3,50,000 for semi-finals and for finals it was sold between Rs 7,00,000 to Rs 10,00,000.
It is also learnt that from the next season onwards the franchisees will have one more stream to generate revenues
