tam sports launch
TRANSCRIPT
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Audiences create Sports
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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
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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
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What brings Revenues forBroadcasting?
Case of NBC t el ecast of
2008 Bei j ing Olym pics
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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
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If Broadcast respect Audience needs,
Brands value it too!
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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 ?
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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
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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
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If Sports Bodies and Broadcastercreates Audiences
Brand Sponsorship forSports will Walk-in too!
TVAudiences
Sports Bodies Broadcasters
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How can Audience Research
help to gain Sponsorship?
h h d d
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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
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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
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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!
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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
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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
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22
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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
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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
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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
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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
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Can Brands identify the most visibleplatforms for maximum ROI?
Tracking every pl at f orm : In-St adia & On-Scr een
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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