With
the beginning of the 'Super 6's', the Cricket World Cup has reached
into its peak stages. TAM SGroup, this week, bring you insights
into the dominant advertisers and their advertising strategies
in the world cup, ROI's on cricket compared to different programming
genres, viewership response to different matches and finally the
movement of audiences during cricketing breaks and its effect
on viewership of other channels.
Viewership
Score card
First, a glance at the viewership score card for the matches this
week. Though the India match has again managed to get double digit
ratings, the other matches, even in the super 6 stage, did not
find the going as smooth. Refer Figure 1 and 2.
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Fig. 1
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*Based
on advertising duration in seconds Period: 9 February 2003- 7
March 2003
TAM SGroup
Brand Barometer
The top 10 brands
and Product categories in the world cup from 9 February to 7 March
2003:
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Channels:
DD1, DD2, Sony and Max
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Source:
TAM AdEx
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A look into advertising investments in world cup so far.....
First,
a glance at the viewership score card for the matches this week.
Though the India match has again managed to get double digit ratings,
the other matches, even in the super 6 stage, did not find the
going as smooth. Refer Figure 1 and 2.
Source: TAM AdEx
Hindustan
Lever is the leading advertiser on DD1 as well as on Max. Certain
competing advertisers adopted opposite strategies to avoid a head
to head collision. Hence, though Samsung advertised heavily on
Max, LG favoured DD1. Reliance and BSNL also exhibit different
strategies, with Reliance advertising much more on Max than BSNL
while the latter had higher duration on DD1.
Advertising
ROI
With
the World cup attracting huge advertising monies and high viewership,
TAM SGroup analyzes the question that is posed by all advertisers,
"How is advertising in cricket different and/or beneficial than
advertising in other progrmame genres?" TAM SGroup tries to answer
this question on the basis of the number of people that will be
exposed 5 commercials of a brand if advertised on an India - Pakistan
world cup match compared to 5 commercials in serials, movies,
events.
Target Group: Cable
and Satellite individuals 4 years and above
Market: Mumbai and Delhi grouped together
In
the above analysis, 5 random spots have been selected on various
programming genres and the reach @1+ (people who saw the commercial
atleast once). Figure 5 indicates that while the cricket match
could reach to 38% of the TG in 5 commercial spots, other programming
genres struggle to reach half of that. However, to see the complete
picture one has to bear in mind the cost of advertising on cricket
vis-à-vis other programming. Uncertainties like India's performance
(Refer World cup Newsletter# 2) could play a huge role on determining
retention of audience interest in the match and hence the viewership.
Understanding Viewership Dynamics - Audience Movement during
Commercial Breaks
Source:
TAM People Meter System
TG: CS 4+ Individuals, 6 Metros viz. Mumbai, Kolkata,
Delhi, Bangalore, Chennai, Hyderabad
Period: 7th March, 2003 Channel: MAX & Star Plus |
TAM
SGroup plots a minute-by-minute audience movement between Max
and Star Plus during crucial India-Kenya (Day/Night) match on
7th March 2003 in Figure 6. The blue line indicates audience movement
from Star Plus to Max, and the pink line indicates audience movement
from Max to Star Plus. It clearly shows that during breaks on
Star Plus there is a visible shift of viewers from Star Plus to
Max. On the other hand when Max had breaks there is a similar
shift of audiences to Star Plus. This will clearly impact the
viewership of the concerned channels, as a rating is a measure
that is a combined component of number of people watching a programme
and also the time that they spend on that programme.
Atul Phadnis, director, S-Group, TAM Media Research
Source : TAM ADEX (TV, Newspapers and Magazines)
