Indiantelevision.com presents AdEx India Analysis
 

Advertising trend on sports channels in 2005

(27 June, 2006)
 

Key Findings:

  • 'Sports' programs have cornered 77 per cent of total ad volumes from sports channels, the rest 23 per cent are from non-sporting channels in 2005
  • Ad volumes on sports channels rose by 45 per cent in '05 compared to '02
  • In 2005 ad volumes in 'sports related programs' grew by 59 per cent on sports channels compared to 2002
  • Promotion time on sporting channels at a 70 per cent high

As the FIFA fever takes over the nation, AdEx India tunes in to see the advertising trends on the Sports Channels in the year 2005 and comparison with previous years.

Advertising trend of Sports programs on Sports and Non-Sports Channels

 
 
  • The impact of sharing telecast rights of sports events reflects in the peak in non sports channels in the years 2003-05.
  • Sports programs ad volumes on sports channels dropped by a mere 0.7 per cent in 2005 over 2004

Share of Sports programs on Sports and Non-Sports Channels in 2005
 
 
  • Majority (77 per cent) of sports programs ad inventories were on sports channels, while the rest 23 per cent were on non-sports channels in 2005.

Advertising Pattern on Sports Channels over the years 2002-05
 
 
  • In 2004 sports channels got a push of 23 per cent compared to 2003, ad inventory in 2005 and 2004 remained nearly the same

Drift of Sports and Sports related programs on Sports Channels in 2005
'Sports related programs' include game show/quiz, interview, portraits, discussion, reviews, reports, special reports on sports etc.

 
  • Ad volumes in 2005 saw a drop of 0.7 per cent in sports programs while on sports related programs ad inventories jumped by 3 per cent compared to 2004.

Trend of Top 3 genre of sports program across 2002-05
 
 
  • The growth of ad volumes on 'soccer' program was second to the enormous growth in wrestling (WWF) programs in the years 2002-2005.

Share of Promo and Advertising on Sports Channels in the year 2005
Promos are the promotional ads for channels, programs etc, whereas ads are advertisements promoting a product, a brand or a company.

 
 
  • 64 per cent of promo time was utilised for program promos.
    87 per cent of ad time on sports channels was for national ads and six per cent for local ads.

Since the topic taken into consideration is extensive, the analysis will be continued in next week's newsletter. Watch out for the forthcoming Newsletter featuring parameters like:

  • Top Categories
  • Top Advertisers
  • New advertisers
  • Exclusive Brands etc.

We shall be coming out with similar analyses on other categories in the coming days.
 
(Analysis from AdEx India - A Division of TAM Media Research)
 
 
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