The spend is a 34-per-cent increase on 2009, when cricket-related spend generated Rs23.5 billion out of a total ad spend of Rs119.4 billion. LMG says that Multi Screen Media’s Sony Max channel is set to pull in Rs9 billion from IPL4, with ESPN Star Sports earning Rs8 billion from the World Cup. The IPL is expected to draw a wider demographic because its positioning as a cricketing and entertainment product makes it an attractive property for youth and women-focused brands.