ESPN Star Sports, the official broadcaster of 2012 London
Olympics in India, is targeting advertising revenue of Rs
550 million from the 16-day event which will be held from
28 July to 12 August with the opening ceremony on 27 July.
sportscaster has roped in Tata DoCoMo as co-presenting sponsor
while Airtel Digital TV has come on board as the associate
sponsor, say sources.
is in advanced stage of negotiations with several other advertisers
including the likes of Hero MotoCorp and Samsung, which is
a global Olympic sponsor.
is looking at a total of eight sponsors for the event with
two co-presenting and six associate sponsors. The sportscaster
is betting big on advertisers from beverages, telecom, automobile,
and insurance sectors.
is asking Rs 70-85 million for co-presenting sponsors and
Rs 60-65 million from associate sponsors, according to a top
executive at a media buying agency.
is expected to make Rs 500-550 million from Olympics,"
said a source.
Software India senior director business development and event
management group Rathindra Basu admits that selling sponsorships
has been a challenging task as there is no previous viewership
data to support sales pitch.
challenge that we realised in the sales process was that we
had no historical data in terms of viewership in the C&S
space. Public broadcaster DD did show Olympics four years
ago but there was no private broadcaster last time around,"
can work in ESS' favour is that there is no cricket featuring
Indian team during Olympics. The interest level in London
Olympics is also expected to be higher as many Indian athletes
across disciplines have qualified for the event.
who have traditionally been on sports are keen to associate
with the event as Olympics typically attract viewership from
youth segment particularly the male audience," the executive
from the media agency said.
is offering a full three and a half months of window to sponsors
starting with pre-event programming, promotions on ESS channels
to the live broadcast of the event and highlights besides
logo presence and other integrations. So the return on investment
for Olympics works out well," she further reveals.
Basu, "With huge expectations from Indian contingent
this year coupled with the most complete and comprehensive
presentation of the Games on our bouquet, we expect London
Olympics to be a huge draw in India."
to Vivaki Exchange CEO Mona Jain, the viewership of Olympics
has seen improvement and it has emerged as a viable marketing
platform for advertisers who are looking at other sporting
events that get viewership.
case in point is 2010 Commonwealth Games in Delhi which despite
all the controversies surrounding it was sampled by 115 million
viewers with average ratings of 0.5 TVR on DD1 and DD Sports
on the back of encouraging performance by Indian athletes
with Indian winning a record 101 medals.
ESS, the event will also be broadcast on DD and DD Sports.
The pubcaster had in 2008 secured the rights from Asia-Pacific
Broadcasting Union, a non-profit association of broadcasting
organisations, after paying $3 million.