tam sports - india football forum

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

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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 ?!