The most valued property in the cricket arena, Indian Premier League (IPL) is all set to bank more than 50% increase in its ad-revenue in the fourth season if the per-second rates remain at the same level.

It is after the addition of the two teams i. e. Pune and Kochi that the total number of matches will go up to 94 and the sponsors will have to shed extra money out of their pockets as the fourth season will kick off next year.

Notably, each of the co-presenting sponsors to the tournament gets around 180 seconds of commercial time for every match, while associate sponsors get around 120-140 seconds each. A 57% increase in the number of the matches played is expected to give an equivalent increase in the ad-revenue of the much-popular cricket tournament in the country.

However, the fact that the IPL will be followed by the 2011 world cup which will happen in the Indian subcontinent is expected to give a dent to IPL's earnings. But with the valuations increasing every season the chances of the rates remaining stable are also equivalent.