The cricket World Cup is round the corner and
all brands are trying to be visible - either through sponsorships
or spot-buys or to peek at the consumer through various ground
elements, ground billboards, replay bugs, scrollers and others.
While advertisers have a very good feel of costs for spot-buys
on cricket, what is not known is the impact of on-ground sponsorships.
TAM ADEX did a study for soccer (FIFA) & cricket
(ICC, West Indies & New Zealand tourneys) to find out if there
is a way to measure the impact of the same. The results are quite
interesting!
Here are some interesting results:-
1. There are far greater opportunities for In-program
or On-Ground promotions during cricket than soccer
This is evident in the two charts shown. While
FIFA only had at best three avenues where brand logos could be
made visible, cricket had a host of options for brand promotions
like replay bugs, ground billboards, side screens.
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2. The impact of On-Ground seems to be far greater in cricket than
soccer.
Again, this is visible from the charts above. If
we compare cricket versus soccer, it comes out that 83 per cent
of brand flashes have come in the 'very prominent' category! The
same is only 7 per cent for soccer where the bulk of brand flashes
are in the 'prominent' category.
3. Ground Billboards, Replay Bugs and Ground Paintings
are the most Frequent Brand Flashes in Cricket
From the sample match studied here, its evident
that ground billboards with a frequency of 452, replay bugs at 375
and ground paintings at 258 are the top three options for on-ground
brand promotions!
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Final Comments:-
There are a whole host of possibilities that this information offers
for advertisers, media planners and broadcasters, as product placement
in programmess and sports events becomes a completely new science.
One of the things done successfully for instance, by the TAM team
was to fuse this info with viewership data to gauge the number of
exposures delivered through these on-ground promotions versus spot-buys.
TAM ADEX & indiantelevision.com will continue
to bring this science to you in the days to come. Watch this space
for more!
Atul Phadnis
Director
S-Group
TAM Media Research
All figures used are courtesy TAM TV ADEX
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