Television

Nielsen on changing landscape of global sports

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/05/19/Women_team.jpg?itok=DjJD_FbD

MUMBAI: The global sports industry is undergoing more disruption than ever as a result of ongoing shifts in media consumption, the emergence of new technologies and a rapidly evolving sponsorship market.

Nielsen Holding, a global measurement and data analytics company released a report on the top five global sports industry trends. It found that the big tectonic movements like the rise of digital media, esports and diversity are setting off many smaller ripples of activity such as the rise of short-form video, content-led esports sponsorship and new women's sports formats.

The top five trends noted by Nielsen are distribution disruption, esports evolution, content rules, sponsorship and partnership and sports in our changing society.

In the distribution disruption, the single biggest question for the sports business today is whether media rights revenues will hold up as the traditional TV business is disrupted. Star India is a very good example for the disruption in traditional TV business. The broadcaster invested around Rs 22,000 crore in a span of eight months to acquire IPL, the biggest domestic cricketing league and the BCCI media rights.

Other significant effects of disruption include consolidation among traditional media companies. Several large media companies are seeking greater scale in revenue, geographical and programming terms, partly in order to compete with the tech giants.

Esports globally has grown suddenly in the past couple of years. The percentage of fans that started following esports in countries like Japan, France, the UK, Germany and the US are 39, 34, 34, 30 and 29 respectively within the last year.

The combined e-sports and gaming market is estimated to be Rs 3900 crore with more than 2000 teams consistently participating in tournaments across India and abroad with over 50 crore players worldwide. U Sports, one of the newly formed sports business companies in India, launched U Cypher, the country’s first multi-platform, multi-game esport championship.

E-sports has been announced as a medal event in the 2022 Asian games seeing its rapid growth. It is moving from being a hobby to an actual career option.

‘Content is king’ is the third trend in the list. Attention spans are shortening and competing for consumer attention is rising. This trend, perhaps reflects the ongoing rise of over-the-top (OTT) streaming solutions across a variety of private platforms, in particular social media, and media consumption trending towards mobile, bite-sized and on-demand content.

The likes of Facebook and Amazon and the life-or-death value of live sports to pay-TV should maintain rights fee growth for premium properties.

The rise of the smartphone, coupled with the expansion of high-speed internet connections in many countries, has seen consumption habits shift ‘inevitably and irreversibly’ away from linear programming and towards on-demand mobile content.

Sponsorships are continuing to evolve into richer, two-way relationships. The market had already been trending in this direction, but today the most successful sponsorships truly are proper partnerships. In the new sponsorship paradigm, audience data, compelling content and connection to business objectives are the winning traits, according to the report.

In India, ground advertising saw growth from Rs 6400 crore in 2016 to Rs 7300 crore in 2017.

In last year’s trends, Nielsen reports said “Social responsibility is becoming more prevalent and impactful.” This year, the relationship between sport and society is changing faster than ever, and staying on top of that change has become even more important.

Overall, 66 per cent of the consumers are willing to pay more for brands committed to positive social and environmental impact. If we bifurcate it age-wise then 72 per cent of consumers are below 20, 75 per cent are under 34 and 51 per cent are between 50-64.

Women’s sports continues to grow in focus for rights holders, brands and media. The sector is booming as the growth opportunity represented by under-engaged females is recognised, as brands demand a focus on women’s sports and gender equality takes greater prominence.

It isn’t just in developed markets that women’s sports is gaining traction. Last year saw the remarkable opening of sports stadia to women in Saudi Arabia, the inaugural CAF Women’s Football Symposium, and Harmanpreet Kaur becoming India’s first female cricketer to secure a bat sponsorship, among other milestones.

The year also saw exciting launches of new women’s properties, such as the UK’s Tyrrells Premier 15s rugby union competition and Australia’s AFLW. And the 2018 Winter Olympics offered great opportunities for storytelling around female athletes. Stakeholders like the US broadcaster NBC obliged, putting the likes of Lindsey Vonn and Mikaela Shiffrin center stage in their promotional coverage.

The next big thing can be that the tech giants will increasingly challenge traditional sports media and increased competition will force higher fees for some premium content.

The esports market can possibly take a cue from traditional sports by adopting similar revenue-generating models and creative content will be key for successful esports sponsorships.

The content rule for the right holders will play an important role in the future and they will explore ways of monetising the new types of content, through sponsorship and subscription products. As the quality, volume and variety of content increase, it will be harder and harder to cut through.

Sponsorships will become more flexible and tailored, and will include more value-in-kind. Rights holders will invest more in digital content and activation capabilities, in order to engage fans, collect data and service sponsors.

Women’s sports will continue to grow, but properties will have to work harder as the marketplace becomes more crowded. Spending will increase on sponsorship campaigns that exhibit brands’ credentials on diversity, sustainability and other social issues.

Also Read :

Sports sponsorship in 2017 up by 14%: SportzPower-GroupM report

IPL 2018: Team sponsorship deals may see an uptick

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/13/tatasky.jpg?itok=r3zI13Jh
Saregama reinvents Carvaan with hundreds of Podcasts

Tata Sky, India’s leading content distribution platform has launched the new ‘Room TV service’.

DTH DTH Operator
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/colors.jpg?itok=q8DwJK9B
‘Kannadada Kotyadipathi’ now on COLORS Kannada

MUMBAI: Knowledge never goes to waste and no matter what gender, caste, creed, social strata you belong to, education plays an integral part in shaping up your life. To prove that yet again, Colors Kannada offers you a once in a lifetime opportunity to prosperity and give wings to one’s ambitions. 

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/etnow.jpg?itok=UW6Hiics
ET NOW completes 10 successful years of business news leadership

MUMBAI: ET NOW, India’s leading English Business news channel announced its successful completion of 10 years today. Committed to the nation’s development with a dedicated purpose of helping Indians Rise with India, ET NOW has earned credibility by constantly raising the bar in ensuring its viewers...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/sudhir.jpg?itok=gGU0qkr2
Hotstar appoints Sudhir Mantena as VP growth

MUMBAI: Star India’s OTT platform-- Hotstar has recently appointed Sudhir Mantena as vice president growth. Prior to joining Hotstar, he worked with Cleartrip.com as director product management and served the company for almost four years. Mantena commenced his career in 2001 at Intel as an...

Television TV Channels People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/epic.jpg?itok=ZaXDl49c
EPIC TV announces partnership with SonyLIV

MUMBAI: EPIC Channel - India Ka Apna Infotainment, announced a content partnership with India’s first premium video on demand (VOD) platform, SonyLIV. This collaboration lets SonyLIV users’ access 24X7, the live-stream of EPIC Channel’s feed anytime, anywhere. EPIC is home to a premium library of...

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/pr.jpg?itok=iw2Gvhwk
Star World all set to premiere 'Succession', a show that is gonna explode

Indian audiences are always on the lookout to discover the next big show that will take over the world of entertainment with a storm. To fill that void and always staying ahead of the curve, Star World has is bringing to itsaudiences Shows. That. Are. Gonna. Explode – S.T.A.G.E.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/siti.jpg?itok=XewXH3bz
Suresh Kumar Arora appointed as whole time director of Siti Networks

Siti Networks Ltd has appointed Suresh Kumar Arora, who was non-executive non-independent director, as a whole time director of the company with effect from 14 June 2019.

Television TV Channels People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/BARC_800.jpg?itok=2DKbg8o4
Agencies, advertisers weigh in on BARC India filtering out outlier data

Recently, The Broadcast Audience Research Council India (BARC) announced that it is reverting to its earlier process of treatment of landing pages and filtering out outliers from the data as it released its week 23 ratings.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/suntv.jpg?itok=_weEFFbD
BARC week 23: Sun TV claws back to first place across genres, Star Sports 1 Hindi re-enters list

The Sun TV Network’s flagship Tamil GEC Sun TV was ranked one in Broadcast Audience Research Council of India’s (BARC) weekly list of top 10 channels across genres in week 23 of 2019 (Saturday, 1 June 2019 to Friday, 7 June 2019, week under review).

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories