By Akansha Srivastava

With just two days to go until IPL 2024, both advertisers and media rights holders are waiting for each other to blink first.

Advertisers are holding out for JioCinema and Star Sports to lower ad rates, while the platforms are reluctant to make concessions.

A Chief Marketing Officer engaged in discussions with both JioCinema and Star Sports told BestMediaInfo.com that both media rights holders have significant inventories available with them.

"Although we have already picked up sponsorship on JioCinema, we want to see how the tournament performs in the first week before committing further investments," he noted.

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