Indiantelevision.com > AdEx India Analysis > Overview of advertising in cricket programmes during January-October 2007
Indiantelevision.com
presents AdEx India Analysis
Overview of
advertising in cricket programmes during January-October
2007
(11 December, 2007)
Key
Findings:
TV
advertising on cricket genre saw a colossal growth of three times
from 2002 to January-October 2007.
22
per cent of advertising volumes were on the live cricket telecasts.
Pure sports channel comprised more than half of the ad pie of
live cricket.
News
channels contributed 61 per cent of advertising volumes on non
live cricket Programs.
'Cellular phone service' topped the chart of top categories during
January-October 2007.
Bharti Airtel Ltd, Coca Cola India Ltd and Maruti Suzuki Ltd were
the top three advertisers.
AIG
Inc India Liaison office took number first position in the new
advertisers list.
Advertising
trend on cricket genre.
TV advertising on cricket genre has seen a steady growth since
2001.
Advertising
on cricket genre registered huge rise during the World Cup year
i.e. in 2003 and 2007.
Share
of cricket verses other sports genre.
Advertising on cricket and other sports genre was in the ratio
of 63:37.
Share
of advertising during live verses non live cricket programme.
78 per cent of the advertising was done during non-live cricket
programs, wherein 'Review/Reports/Discussions' contributed 87
per cent of non live cricket advertising pie.
Highlights
and repeat telecast contributes 12 per cent of the non live
cricket share.
Channel
genre share during live cricket programs.
The
impact of sharing telecast rights with non sports channel
reveals 47 per cent of advertising volumes of live cricket
were on non sports channel.
Among
the non sports channel entertainment channels carried
29 per cent of advertising during live cricket programs
followed by movie channels.
Channel
genre share during non live cricket programs.
Maximum advertising during non live cricket programs
were seen on news channels.
Sports Channel at second position had only 29 per cent
share of advertising volumes during non live cricket
programs.
Top
categories on cricket genre.
Cellular phone service was the top advertised category
during January-October 2007.
The top 10 list had three of the sub-categories under
the 'Telecom Sector' and two belonged to 'Auto' sector.
Top
new categories on cricket genre.
Overall, there were 13 new categories seen advertising
on 'cricket' genre in January-October 2007.
Top 10 lists had three categories under each 'Banking/Finance/Investment'
and 'Services' sector.
Count
of advertisers on cricket genre.
Number of advertisers rose by 13 per cent during January-October
2007 compared to the previous year.
Top
advertisers on cricket genre.
Three of the top 10 advertisers on cricket genre were
the cellular phone service providers.
Top new players on cricket genre.
Approximately 716 new advertisers were seen during 'cricket'
programs in January-October 2007.
Out
of top 10 new entrants, four had advertised under 'Corporate/Brand
Image' and three belonged to the 'Internet/SMS services'
category.
Top advertisers with maximum share on cricket genre.
www.indiagames.com, Stic Pens Pvt Ltd, Planet Sports
and Future Media has advertised only on cricket genre
in January-October 2007.
Watch out for forthcoming interesting analyses in future.
(Analysis from AdEx India - A Division of TAM Media Research)
TV
advertising on cricket genre saw a colossal growth of three times
from 2002 to January-October 2007.
