tam sports launch

7/30/2019 TAM Sports Launch

1/22

Audiences create Sports


2/22

Top 10 Sports in the World

Soccer 100+ count r i es, 4. 1 bi l l ion view ers FIFA Wor ld Cup alone garner 1. 5+ bi l l ion audiences

Cr icket 25+ count r ies, 650 m il l ion view ers

Cr icket Wor ld Cup garner 200+ m i l l ion audiences Tennis 330+ m i l l i on view ers

Hockey 250+ m i l l i on view ers

Basebal l 220+ m i l l i on view ers Basket bal l - 200+ m i l l i on view ers

Vol l eybal l - 150+ m i l l i on view ers

Tabl e Tennis - 130+ m i l l i on view ers Rugby - 125+ m i l l i on view ers

Amer ican Foot bal l (NFL) & Gol f - 100+ m i l l i on view ers

Source : Nielsen & Industry Estimates


3/22

Soccer Rush of Adrenalin!

FIFA Wor ld Cup 2006 : Broadcast r ight s valued at Rs. 7, 200 Crores

Gl obal Audiences garnered est im at ed at 1. 5+ bi l l i on

FAPL s Prem ier League in UK

SKY paid f or 3 year cont ract approx. ~ Rs. 8,500 Crores f or

Live games & Delayed Telecast (approx. Rs. 3, 000 Croresper year )

Gl obal Audiences est im at ed over 450 m i l l i on

In com par ison, IPL Cr icket in Ind ia Max pay out per year (2009) i s approx. Rs. 900 Cror es

Gl obal Audiences est im at ed over 150 m i l l i on

Source : Industry Estimates


4/22

What brings Revenues forBroadcasting?

Case of NBC t el ecast of

2008 Bei j ing Olym pics


5/22

Understanding TV Audiences better

NBC secured r ight s t o t e lecast 2008 Bei j ing Olym pics NBC paid Rs. 4, 000 Cror es in TV ri ght s f ees f or t he Olympi cs Games

But , t ime zones w ere vast l y d if f erent

The Opening cerem ony st ar t ed at 5am U. S. t im e This j ust w ouldn t br ing in t he Ad ver t ising revenue t hat a pr im e t im e

slot 5pm w ould have earned f or NBC

Olympics Opening Cerem ony on NBC w as delayed

t el ecast 12 Hrs t o sui t US TV audiences NBC had a Pr im e Tim e audience of 30 mi l l ion+

Adver t ising earnings f or NBC t ouched Rs. 5, 000+ Crores

In compar ison, t he recent India-NZ ser ies w ast elecast Live at 3. 30am India t im e! Vi ew ing level at ear l y m orning (0. 2 TVR) v/ s lat e m orning (1. 8 TVR)

Source : Nielsen Media Research, TAM


6/22

If Broadcast respect Audience needs,

Brands value it too!


7/22

Today, Brands value Sports Sponsorship

In USA: Annual TV Ad Spends ~ Rs. 320,000 Crores

Spor t s Sponsorship Spends ~ Rs. 50, 000 Crores (16%)

In India: Annual TV Ad Spends ~ Rs. 8, 500 Crores

Spor t s Sponsorship Spends ~ Rs. 450 Cror es (5%)

What ai l s Indian Spor t Sponsorship m arket ?


8/22

Sports Sponsorship involves

A] Qual i t y of TV r ight s w it h t he Broadcast er

Live t elecast Audiences v/ s Delayed t elecast

Abi l i t y t o aggregat e audiences at one mom ent (Reach)

Exclusive Right s v/ s Shared Right s

Segregat ing Telecast Right s by Market needs Invoking & m aint aining channel Loyal Audiences

Br inging back audiences m at ch af t er m at ch (Freq)

Day & Tim e of Telecast of t he Spor t Serving St i cky Cont ent t hru t he mat ch hour


9/22

Sports Sponsorship involves

B] Organizer s (Spor t s Body) underst anding of Pot ent ialaudience

Market ing t he Spor t Event t o t he Right Audience

Awareness & Int erest generat i on is key t o success

Underst anding t he Oppor t uni t y Cost of Tim eSpent in viewing by t he Audience

Balancing Cont est s t o maint ain Audience suspense

Bui ld ing cur iosi t y around St ars of t he show Celeb r it y PR

Receiving Audience f eedback t hru int eract ivi t y Using Audience Research dat a t o creat e Benchmarks


10/22

If Sports Bodies and Broadcastercreates Audiences

Brand Sponsorship forSports will Walk-in too!

TVAudiences

Sports Bodies Broadcasters


11/22

How can Audience Research

help to gain Sponsorship?

h h d d


12/22

Research can enhance Sports Bodies andBroadcaster in building Audiences

Brand Sponsorship forSports will Walk-in too!

TVAudiences

Sports Bodies BroadcastersIdentifyingvalue

proposition

Estimatingpotential

AudienceSize

ProvidingaudienceExposuresto Brands

UnderstandingImpact of

Exposures

A L k t h NFL d li ROI


13/22

A Look at how NFL delivers ROIto Brands associated!

NFL, t he largest sport in USA Audiences : 138 m i l l ion (Reach)

Broadcast earnings ~ Rs. 14, 000 Crores per annum 5 Net w orks share t he Cont ent f or t elecast

Audience int erest m aint ained w i t h t elecast acrossw eekdays (Af t rn/ PT) w i t h big gam es on weekends

Research - Brand visib i l i t y & associat ion w i t h Event

On-Ground branding, St adia branding, Event part nership Prof i l i ng v iew ers, Team & Plat f orm associat ion f or brand

Super Bow l event - 8 t h l argest Beer sel l ing Event


14/22

NFL continues to grow year on year!

+ Live Experience of Suspense+ Creating a Habit Persistence

+ Providing Complimentary Products

+ Creating Stars among players

NFL GrowthEPL Decline & Growth

- High predictability of the Final teams- Games scheduled on Weekends

- No Complimentary products

+ Stars built with club transfers

Today, Audience Research indicates decline/stagnate in F1 GP audiencesas Suspense factor has decreased in winning Motor Sport!


15/22

In Indian context

What can Aud ience Research

br ing home f or Spor t s?

(6 Sample Questions)

Can Sp or t s Bod ies know where


16/22

Can Sp or t s Bod ies know wheretheir Properties stand among Audiences?

Looking at t heSpor t s AudienceROI across

propert ies- Cri cket m ay rank

as no.1but

- Soccer , T enni s,F1 are cat chingup!

- Lat est Hockey

wi n hopefu l ly w i l lspur view inglevels

Can Sp or t s Bod ies know which


17/22

22

13

252

76

0

50

100

150

200

250

300

2005 2006 2007 2008

Volume(inhrs)

Figures are based on Durat ion (in hrs)

Post year 2006, Sania Mirza decl ined in l im e l ight of Endorsement Worl d

Sania won t i t les l ike SunfeastOpen (Doubles), Gold& SilverMedal at Doha Asian Games in

Mix Double& Single

Can Sp or t s Bod ies know whichStars to Promote?

Lower visibility in Media

mean more resourcesrequired to build Star

appeal value for PotentialTennis Audience

7 brands

10 brands

5 brands 3 brands

Can Broadcas te rs know the size of their


18/22

Can Broadcas te rs know the size of theirPotential Audiences?

Spor t s l ike Soccer have huge view er Pot ent ial . It needs t o bet apped ef f ect ively

Can Broadcas te rs know whom to target


19/22

Can Broadcas te rs know whom to targettheir communication to garner audiences?

Whi le core Sport s audience have a younger prof i le , Spor t sl ike Soccer , Tenni s has skew t o SEC AB segment of view ers

Can Brands know what


20/22

Can Brands know whatProperties to ride on?

15%

13%

11%

10%

10% 17%

13%

11%

Kolkat a Knight R

Mumbai Indians

Rajasthan Royal

Chennai Super Kings

Delhi Dare Devils

Punjab Kings

Bangalore RC

Deccan Chargers

Team v i s ib i l i t y on PR

Can Brands identify the most visible


21/22

Can Brands identify the most visibleplatforms for maximum ROI?

Tracking every pl at f orm : In-St adia & On-Scr een


22/22

It is for answering thesequestions that we have.

To k n o w m o r e o n TAM Spor t s o f fe r i n g , ove r t o Praddy

tam sports launch

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