tam sports - india football forum
Post on 24-Oct-2014
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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
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
Content infringement tracking
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 ?!