After the Indian cricket team put up a disastrous show at the T20 world cup, both advertisers and the broadcaster, ESPN Star Sports in now in a catch-22 situation wherein the advertisers are asking for bonus spots.

It may be noted here that it is estimated that the channel banked close to Rs. 200 crore by selling 10-second commercial spots between the range of Rs 2.5 lakh and Rs 3.2 lakh.

Media planners are of a view that they were ready for any contingencies including the possibility of the option of giving bonus ad spots to the advertisers.

Mona Jain, COO, Vivaki Exchange is of view that the ad rates could well be down by close to 50% after the bad performance of the Indian cricket team. Advertisers were of a view that with T20 World Cup being the only big multinational tournament this year, almost everyone tried to get its share out of the lucrative pie but the odd timings and bad performance proved to be spoilt sport for almost all the advertisers.

Naveen Paul, national marketing head, Spice Mobile, said that the company was in the process of calculating its ROI from the cricket property wherein the handset maker was a presenting sponsor.