tam sports - india football forum
TRANSCRIPT
1
Football – consumption by the
Indian television audience
1 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 Football –– 83 million viewers83 million viewers
• Tennis – 70 million viewers
• Golf – 65 million viewers
• Car/Bike Racing – 59 million viewers
World Ranking
• Football• Cricket• Tennis • Hockey• Baseball• Basketball
• Car/Bike Racing – 59 million viewers
• Hockey - 35 million viewers
• Basketball - 26 million viewers
• Baseball - 26 million viewers
• Billiards - 19 million viewers
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
• Basketball• Volleyball• Table Tennis• Rugby• American Football
(NFL) & Golf
2 Has interest of Indian audiences on
Football grown?
Football attracted 60% more audiences in a span of 5 years
Who watches Football?
6
Clearly, Male, Age 15+ yrs, SEC AB Male, Age 15+ yrs, SEC AB skew for Live Football
Gender Age Group SEC
7
Football attracting more viewers from EasternEastern markets
Y: 2009
3 Have Advertisers looked beyond
cricket?
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!
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
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
Ranking based on Ad Duration, For Year 2009-Data till Sept’09
Tennis 2 5
Golf 1 6
Basketball 6 7
Baseball 11 8
Athletics 17 9
Horse Racing / Equestrian 13 10
Tennis 2 5
Golf 1 6
Basketball 6 7
Baseball 11 8
Athletics 17 9
Horse Racing / Equestrian 13 10
Football has grown more faster than Other Sports
Index: 2000 = 100
Note : Figures are Index Growth* Other Sports excludes Cricket
Huge growth in ad volumes during Football events in last 10 yrs
FIFA2 times
more ad
volumes
since 2005
Index: 2000 = 100
Note : Figures are Index Growth% index growth based on duration
Advertisers & Brands increasing on Football!!
3 times
more
advertisers
since 2005
Sector % share
Telecom/Internet Service Providers 17%
Services 11%
Auto 8%
Food & Beverages 6%
Telecom Products 6%
Personal Accessories 4%
Top 3 Sectors, ‘Telecom/Internet Service Providers’, ‘Services’ & ‘Telecom/Internet Service Providers’, ‘Services’ &
‘Auto’‘Auto’ comprised 36% share of volumes during Football Programs
% based on ad volume
Personal Accessories 4%
Banking/Finance/Investment 4%
Corporate/Brand Image 3%
Computers 3%
Personal Care/Personal Hygiene 2%
Others(17) 37%
Period: 2009
4 Is the Indian Viewer looking beyond
International Football ?
With limited content aired domestic football scores high compared
to International tournaments
Domestic International
7 out of Top 10 events were Domestic tournaments
So logically, domestic football should
garner more advertising value
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88%
Advertising value attached to domestic football is in line with
its airtime rather then viewership garnered!
Period: 2009
% based on ad volume
12%
International(25) Domestic(9)
Note : Figures in bracket indicate nos of SeriesLive telecast only
Hence, lesser participation of private corporates on Domestic
Tournaments
Rank Advertiser
1 Hero Honda Motors Ltd
2 Bharti Airtel Ltd
3 S E Publishing Pvt Ltd
Rank Advertiser
1 Nokia Corporation
2 Tata Teleservices
3 Hewlett Packard India Ltd
Domestic Football International Football
21
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
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
5 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!
6Have sponsors been able to
evaluate branding units?
Monitoring, Measuring and Analyzing…
Tracking Content Tracking Audience Behaviour
Brand placement
Content infringement
trackingPR Track
26
Backed by superior technology
Magellan-the brand identification
and image matching technologyEye 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?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
We are Game ! Are You ?!