Football consumption by the Indian television audience

Transcription

1 Football consumption by the Indian television audience 1

2 1 With 8 dedicated Sports channels, 70,000+ hours of content and 35+ varieties of Sports

3 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 viewers World 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

4 2 Has interest of Indian audiences on Football grown?

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

6 Who watches Football? 6

7 Clearly, Male, Age 15+ yrs, SEC AB skew for Live Football Gender Age Group SEC 7

8 Football attracting more viewers from Eastern markets Y: 2009

9 3 Have Advertisers looked beyond cricket?

10 Sports Advertising goes against Popular perception of chasing only Cricket! Advertising Volumes in Cricket Vs. Non-Cricket Sports Launch of 2 Cricket focus Sports Channels Almost 100% growth rate in 2006!

11 Advertising Volumes on Football Ranks 1 Non-Cricket Sports Rank in Y 2000 Rank in Y 2009* Soccer 3 1 Wrestling 5 2 Car / Bike Racing 4 3 Multi Sports 7 4 Tennis 2 5 Golf 1 6 Basketball 6 7 Baseball 11 8 Athletics 17 9 Horse Racing / Equestrian Ranking based on Ad Duration, For Year 2009-Data till Sept 09

12 Football has grown more faster than Other Sports Index: 2000 = 100 * Other Sports excludes Cricket Note: Figures are Index Growth

13 Huge growth in ad volumes during Football events in last 10 yrs 2 times more ad volumes since 2005 FIFA Index: 2000 = 100 % index growth based on duration Note: Figures are Index Growth

14 Advertisers & Brands increasing on Football!! 3 times more advertisers since 2005

15 Top 3 Sectors, Telecom/Internet Service Providers, Services & Auto comprised 36% share of volumes during Football Programs Sector % share Telecom/Internet Service Providers 17% Services 11% Auto 8% Food & Beverages 6% Telecom Products 6% Personal Accessories 4% Banking/Finance/Investment 4% Corporate/Brand Image 3% Computers 3% Personal Care/Personal Hygiene 2% Others(17) 37% Period: 2009 % based on ad volume

16 4 Is the Indian Viewer looking beyond International Football?

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

18 7 out of Top 10 events were Domestic tournaments Domestic International

19 So logically, domestic football should garner more advertising value 19

20 Advertising value attached to domestic football is in line with its airtime rather then viewership garnered! 88% 12% International(25) Domestic(9) Period: 2009 % based on ad volume Live telecast only Note: Figures in bracket indicate nos of Series

21 Hence, lesser participation of private corporates on Domestic Tournaments Domestic Football International Football Rank Advertiser Rank Advertiser 1 Hero Honda Motors Ltd 2 Bharti Airtel Ltd 3 S E Publishing Pvt Ltd 4 Emami Limited 5 ONGC 6 Child Relief And You (CRY) 7 Tower Group Of Companies 8 Aircel Ltd 9 Ministry Of Consumer Affairs 10 Yamaha Motor India Ltd 1 Nokia Corporation 2 Tata Teleservices 3 Hewlett Packard India Ltd 4 Vodafone Essar Ltd 5 Bharti Airtel Ltd 6 Nike 7 Toyota Kirloskar Motor Ltd 8 Coca Cola India Ltd 9 Max Newyork Life Insurance Co Ltd 10 Toyota Motor Ltd 5 Indian Advertisers 21

22 5 Why is domestic football witnessing low participation from private corporates?

23 Effort in promoting domestic tournaments on television is minimal Period: 2009 % based on volumes

24 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!

25 6 Have sponsors been able to evaluate branding units?

26 Monitoring, Measuring and Analyzing Tracking Audience Behaviour Brand placement Content infringement tracking PR Track 26

27 Backed by superior technology Magellan-the brand identification and image matching technology Eye stickiness tracker

28 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 units instadia, onscreen, on players, commercial possible? 28

29 We are Game! Are You?!