TV advertising in Sports genre programs grew by 85 per cent in
the year 2006 over 2005.
61per cent jump in ad volumes on Sports genre programs in Jan-Mar
2007 over the same period of 2006.
Baseball had the maximum growth in ad volumes in 2006.
Cricket
grabbed 51 per cent share of advertising pie during 2006 followed
by Soccer with 18% share.
Among
the Top 5 sports genres, Soccer had more Live program telecast
than the Non-Live.
55
per cent more advertisers registered on sports genre programs
in the year 2006.
65 per cent of advertising by Sports genre programs on Sports
channels whereas Non-Sports channels contributed 35 per cent share.
Cars/Jeeps topped the Categories chart.
Top
Advertiser for 2006 turned out to be 'Maruti Udyog'.
This
week, AdEx India looks at the advertising trends of Sports Genre
programs on TV in the year 2006.
A massive growth of 85 per cent was registered in ad volumes
of Sports genre programs in the year 2006 compared to previous
year.
Growth
in advertising on Sports genre programs in Q1 2007 over Q1 2006.
March 2007 saw 75 per cents of the ad volumes accounted by Cricket
genre due to World Cup matches.
Sports
genre programs with high rise in advertising in 2006 over 2005.
Baseball
registered six times rise in ad volumes due to twice the rise
in number of advertisers (i.e. from 25 in 2005 to 49 in 2006)
on TV in 2006 over previous year.
Boxing
at 2nd place with nearly three times growth in advertising followed
by Badminton and Soccer with 1.7 and 1.6 times rise respectively.
Top
ranked Sports genre programs by volumes on TV in year 2006.
Cricket
genre took the largest share of the advertising pie
in the year 2006.
Among the Sports genre programs, Soccer and Wrestling
were at 2nd and 3rd position with 18 per cent and 8
per cent share respectively.
Contribution
of Live and Non-Live Sports programs in year 2006.
Soccer
saw maximum number of Live telecast matches of FIFA
2006 over the Non-Live programs followed by Tennis in
the year 2006 however Cricket and Car/Bike Racing saw
high number of Non-Live programs.
Wrestling saw only Non-Live programs in 2006.
Across the Other sports genre programs, Volleyball,
Table Tennis, Judo/Karate/Martial Arts etc. saw more
than 90 per cent of the Non-Live programs.
A
tally of Advertisers in Sports genre programs on TV.
Sports
genre programs attracted high number of advertisers
in year 2006 i.e. a hike of 616 advertisers from 1123
in year 2005 to 1739 in year 2006.
Share
of Sports genre programs on Sports vs. Non Sports channels.
65:35
share of contribution of Sports genre programs on Sports
and Non-Sports channels in the year 2006.
.Non-Sports
channel pie was shared by five different channel genres,
wherein News genre had the highest share (67 per cent
share).
Average
No. of Ads per day on Sports and Non Sports channels.
51
per cent rise in Avg. no. of ads per day was registered
on Sports channels in 2006 over the previous year.
Non
Sports channels saw nearly three times rise in average
number of ads per day in the year 2006.
Top
Categories advertised in Sports genre programs on TV.
Cars/Jeeps took the lead in top categories of 2006 followed
by Cellular Phones.
The
last three slots of the top five ranks were shared by
Cellular Phone Service , Aerated Soft Drinks and Corporate/Brand
Image.
Top
Advertisers on Sports genre programs.
Two of the Telecom Sector players placed themselves
among the top league of advertisers in 2006 i.e Nokia
Corporation (at 2nd rank) and Bharti Airtel (at 6th
rank).
Maruti
Udyog was the lead runner in the Top advertisers list
on TV for year 2006.
Coca
Cola (a 3rd ranker) and Pepsi co (a 5th ranker) were
from the Aerated Soft Drink category.
Watch
out for forthcoming interesting analyses in future.
(Analysis from AdEx India - A Division of TAM Media Research)
