tam sports - india football forum

Download TAM Sports - India Football Forum

Post on 24-Oct-2014




0 download

Embed Size (px)


Football consumption by the Indian television audience



With 8 dedicated Sports channels, 70,000+ hours of content and 35+ varieties of Sports

Top 10 Viewed Sports in India Cricket 122 million viewers Wrestling 96 million viewers Football 83 million viewers Tennis 70 million viewers Golf 65 million viewers Car/Bike Racing 59 million viewers Hockey - 35 million viewers Basketball - 26 million viewers Baseball - 26 million viewers Billiards - 19 million viewersWorld Ranking Football Cricket Tennis Hockey Baseball Basketball Volleyball Table Tennis Rugby American Football (NFL) & Golf

Cycling (16), Horse racing (13), Volleyball (6), Badminton (5), Athletics (5), TT (3), Rugby (2), Chess (1), Boxing (1)Source : Jan-Dec 2008 Estimates, TAM (Urban Class I), Nielsen & Industry


Has interest of Indian audiences on Football grown?

Football attracted 60% more audiences in a span of 5 years

Who watches Football?


Clearly, Male, Age 15+ yrs, SEC AB skew for Live FootballGender Age Group SEC


Football attracting more viewers from Eastern markets

Y: 2009


Have Advertisers looked beyond cricket?

Sports Advertising goes against Popular perception of chasing only Cricket!Advertising Volumes in Cricket Vs. Non-Cricket SportsLaunch of 2 Cricket focus Sports Channels

Almost 100% growth rate in 2006!

Advertising Volumes on Football Ranks 1Non-Cricket Sports Soccer Wrestling Car / Bike Racing Multi Sports Tennis Golf Basketball Baseball Athletics Horse Racing / Equestrian Rank in Y 2000 Rank in Y 2009* 3 5 4 7 2 1 6 11 17 13 1 2 3 4 5 6 7 8 9 10

Ranking based on Ad Duration, For Year 2009-Data till Sept09

Football has grown more faster than Other Sports

Index: 2000 = 100 * Other Sports excludes Cricket Note : Figures are Index Growth

Huge growth in ad volumes during Football events in last 10 yrsFIFA

2 times more ad volumes since 2005

Index: 2000 = 100 % index growth based on duration Note : Figures are Index Growth

Advertisers & Brands increasing on Football!!

3 times more advertisers since 2005

Top 3 Sectors, Telecom/Internet Service Providers, Services & Auto comprised 36% share of volumes during Football ProgramsSector Telecom/Internet Service Providers Services Auto Food & Beverages Telecom Products Personal Accessories Banking/Finance/Investment Corporate/Brand Image Computers Personal Care/Personal Hygiene Others(17) % share 17% 11% 8% 6% 6% 4% 4% 3% 3% 2% 37%

Period: 2009 % based on ad volume


Is the Indian Viewer looking beyond International Football ?

With limited content aired domestic football scores high compared to International tournaments

7 out of Top 10 events were Domestic tournaments



So logically, domestic football should garner more advertising value


Advertising value attached to domestic football is in line with its airtime rather then viewership garnered!





Period: 2009 % based on ad volume Live telecast only Note : Figures in bracket indicate nos of Series

Hence, lesser participation of private corporates on Domestic TournamentsDomestic FootballRank 1 2 3 4 5 6 7 8 9 10 Advertiser Hero Honda Motors Ltd Bharti Airtel Ltd S E Publishing Pvt Ltd Emami Limited ONGC Child Relief And You (CRY) Tower Group Of Companies Aircel Ltd Ministry Of Consumer Affairs Yamaha Motor India Ltd Rank 1 2 3 4 5 6 7 8 9 10

International FootballAdvertiser Nokia Corporation Tata Teleservices Hewlett Packard India Ltd Vodafone Essar Ltd Bharti Airtel Ltd Nike Toyota Kirloskar Motor Ltd Coca Cola India Ltd Max Newyork Life Insurance Co Ltd Toyota Motor Ltd

5 Indian Advertisers



Why is domestic football witnessing low participation from private corporates?

Effort in promoting domestic tournaments on television is minimal

Period: 2009 % based on volumes

PR coverage on Football outshines Cricket

PR visibility in Press

Over 975,000 CCM of coverage for FIFA Football = Cricket (India in WI) paled out! Across Metros, English & Regional publications + Player photos!


Have sponsors been able to evaluate branding units?

Monitoring, Measuring and Analyzing

Tracking Audience Behaviour

Brand placement

Content infringement tracking

PR Track


Backed by superior technology

Magellan-the brand identification and image matching technology

Eye stickiness tracker

Questions that can be further discussed Is domestic football marketed by channels enough to drive viewers to the event? Are News channel talking about Football? Is enough PR coverage given to Football vis a vis other sports? Have sports channel been able to showcase value to the sponsor? Are sports bodies aware of where properties stand among audiences? Have sponsors been able to evaluate branding units beyond airtime? Do football broadcasters know the size of the potential audiences on television? Do brands/sponsors know the properties/platforms/formats to ride on? Is 360 degree valuation of branding unitsinstadia, onscreen, on players, commercialpossible?28

We are Game ! Are You ?!