tam media research pvt. ltd. - cricket continues its dominance … · 2018. 3. 6. · airtel odi...

1

Cricket continues its dominance in Year 2010…

2

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

176 Mn. 155 Mn. 118 Mn.

Top 10 Sports Event in India = All Cricket Events

3

Top 10 Sports Event in Y 2010

DLF IPL T20 2010

Micromax Mobile Cup 2010 (Ind vs. SA)

Airtel ODI Cup 2010 (Ind vs. Aus)

Idea Tri-Series Cup 2010

Airtel ODI Cup 2010 (Ind vs. NZ)

Airtel Test Cup 2010 (Ind vs. Aus)

Jaypee Infrastructure Test Cup 2010 (Ind vs. SA)

Airtel Test Cup 2010 (Ind vs. NZ)

Micromax Asia Cup 2010

Micromax Tri-Series 2010 (Ind-SL-NZ)

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

Indexed Growth based on Programming Hrs; Indexed Year: Y 2003

3 fold rise in Cricket content since Y 2003

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

Avg. Time Spent by Universe on Cricket has decreased

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

WC 03: 57 Mn. viewers

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

WC 07: 105 Mn. viewers

Gujarat and Maharashtra remained the top Cricket WC viewing markets

West Bengal

Maharashtra Gujarat

Gujarat

MaharashtraMadhya Pradesh

Source : TAM Peoplemeter System; TG:CS 4+ Yrs;

Channels WC 07: MAX, SAB TV & PIXChannels WC 03: MAX and Sony

Source: TAM Peoplemeter System Market : All India Channel (07) : MAX + PIX + SAB TV & Channel (03): MAX + SONY

Contribution from Males, 15-24 and 35+ years

Gender Age Group SEC

Source: TAM Peoplemeter System Market : All India Channel (07) : MAX + PIX + SAB TV

Gender Age Group SEC

Heavy Viewers WC’07 – Major viewing contributed by Male viewers, Age: 35 years +, SEC: B & D/E

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India

PRE DURING POST

9 times growth in Sports’ viewership

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India

PREDURING

POST

Based on Ad. Volumes Channels WC 07: SET MAX, SAB TV & PIXChannels WC 03: MAX and Sony

Brands Almost Doubled

Ad Volume Doubled

Advertising volumes doubled in 2007

21

Auto (21%)

Food & Beverages (16%)

Telecom Products (14%)

Almost 50% share of advertising by top 3 sectors

Channels WC 07: SET MAX, SAB TV & PIX

Hypothesis 1: Female viewership on cricket affects the other

genres

6%

Avg

. TV

R

Source: TAM Peoplemeter System; Market: All India; TG: CS Female 4+ Yrs

Female Viewership of GEC Channels declined by 6% during WC 2007

A 77% rise for the World Cup channels amongst Female viewers

77%

Source: TAM Peoplemeter System; Market: All India; TG: CS Female 4+ Yrs

Avg

. TV

R

Reality:

Female viewers ditch the GECs for Big Ticket Events on cricket

Hypothesis 2: India’s performance linked directly to Cricket viewership

India’s early exit-key reason for the dismal ratings

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India

Reality:

India’s victory/presence beyond the leagues draws audience

Hypothesis 3: Star players affecting the viewership

The Sachin Factor…

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India

Reality:

Hypothesis 4: Cricket anytime, anywhere

Reality:

If Cricket is played outside Sub-continent countries, clear drop is

observed in Cricket viewership

Hypothesis 5: Cricket will continue to dominate in 2015

with the Gen Next

Viewership from the ‘Kids segment’ for Cartoon/Animation channels declined by 8%

8%

Source: TAM Peoplemeter System; Market: All India; TG: CS 4-14 Yrs

Avg

. TV

R

64% rise in v’ship amongst Kids viewers for World Cup channels

64%

Avg

. TV

R

Source: TAM Peoplemeter System; Market: All India; TG: CS 4-14 Yrs

Kids interest increasing towards Cricket

Source: TAM Peoplemeter System; Market: All India; TG: CS 4 - 14 Yrs

Rea

ch %

Reality:

Kids’ interest for Cricket on rise!!!

Hypothesis 6: All formats of cricket are watched

ICC T20 World Cup Won by India ; IPL launched

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ;Market : All India

*All Indian matches

?

Format acceptance over years

Affecting Advertising …

Advertising moving towards the popular format

To Summarize

Continent Factor

Key face-offs to be in tune with the sub-continent viewer

Wooing the Kids and Female viewers

Star PlayersAbsence of Star Players– build up ‘star factor’ before

2015

We are Game ! Are You ?!