WC win could boost India ODI rates by 20 per cent

MUMBAI: With Dhoni‘s men being crowned World Champions, the cricket economy is set for an upward swing as India has a heavy calendar this year.

ODIs stand to benefit the most, with some experts forecasting ad rates on live telecast to be 20 per cent more than normal times for the succeeding two series.

"Advertisers will want to ride the current wave. This will be the reverse of what happened in 2007 when the cricket economy collapsed for a bit after India suffered an early exit. Advertisers now might devote more of their budget towards cricket," says a sports marketing expert who did not want his name to be revealed.
In a cricket heavy year, India plays around 20 ODIs till January 2012.

The India tour of England on ESPN Star Sports is expected to get a lift due to the good timing. "The West Indies series (on Ten cricket) might not see that much of a gain as the timing is an issue. Once these get over, the monies spent thereafter will depend on India‘s performance. But for the next two to three series, advertisers will approach sports channels wanting to be a part of the momentum," says a media buyer.
Interestingly, India will play both home and away series against West Indies and England.

While there is a series every month, there will be clients who advertise due to competitive pressure. "The good news is that so far we have not seen any signs of viewer fatigue. I don‘t see this being an issue unless India‘s performance dips sharply," the media buyer adds.
Another media buyer notes that more advertisers might come into the sport over the next few months. "There will be a premium paid here and there. At the same time, it is not that clients will stop spending on other genres," she says.

She notes that for brands involved with the World Cup, there has been a big rub off in terms of brand loyalty and perception.

"The performance has been spectacular. Companies in categories like telecom already do a lot around cricket. This will continue. In some cases, this could intensify," she says.

One company that should benefit in a big way is Sony. It used Dhoni in its ads and also was a top advertiser on ESPN Star Sports.

Will Multi Screen Media (MSM), the IPL‘s official broadcaster, gain from the World Cup victory?

"There will be no impact as MSM has pre-sold the IPL. We expect the Champions Twenty20 League later this year not to benefit much from the World Cup as ratings have been low," says a media buyer.

Latest Reads
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories