Television

Rise of Indian sports leagues: South India loves Kabbadi

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public?itok=O0F3fnj4

BENGALURU: Broadcast Audience Research Council of India (BARC), in thelatest edition of its newsletter - THiNKreveals how sports other than cricket have gained popularity amongst television audiences in India. The newsletter has looked at six properties ? two major global events in 2016 ? RioOlympics and Kabaddi World Cup, inaddition to all Indian origindomestic leagues ? Pro KabaddiLeague, Premier Badminton League,Indian Super League (Football), andHockey India League. Using its own data for the periodspanning week 01 to week 52 of 2016: All India; TG: Universe, BARChas attempted to demystify the new entrant on theviewership block ? sports propertiesbeyond cricket.

Only live matches have been considered for analysis by BARC.

According to BARC,overall non-cricket properties contributeto 20 percent of the Live matches viewership.Within this, approx. 80 percent of theviewership contribution came from the 6 properties mentioned above.Kabbadi, played in two of the properties, was the most popular sport amongst the six properties considered by BARC, and South Indian markets loved kabbadi and sports. Read on?

Here are some conclusions revealed by the newsletter:

(1) Pro Kabaddi League is the most popular non-cricket propertywithashare of 61 percent,followedby Indian Super League.

(2) Indian Super League, with one of the bestImpressions/Reach ratio, has extremely high stickiness amongs itsviewers.Broadcasterscouldtargetadvertisers lookingfor engagement space.

(3) The popular properties-Pro KabaddiLeague, Kabaddi WorldCup2016 and Indian IndianLeague, haveacontributionshare from Female viewers and lower NCCSviewers.Broadcastercould safely havepopular FMCG brandsin these properties.

(4) Close to 80 percentof the Pro KabaddiLeagueviewershipfrom the telecaston Movie channels,and this share is increasing.

(5) Ad sectors targeting Females&Youthcan look at presenceon Pro KabaddiLeague given its relatively higherviewership baseon the property.

(6) Home matches see aviewership as comparedto theAway Awaymatches in theteam?s Home market. This might help regional advertisers.

The popularity of Kabbadi

Though Pro Kabaddi League was clearly the most popular property followed by Indian Super League, it must be noted that this was in part due to the fact that Pro Kabaddi League has had 2 seasons in 2016, Season 3 in January-February 2016 and Season 4 in June-July 2016. All the other properties have had only one season each.

Please refer to the figure below:

public://111111111111.jpg

Based on the average viewership for each property, Pro Kabaddi League continued tolead. In addition to that, Kabaddi turned out to be the most popular sport with Kabaddi World Cup2016 overtaking Indian Super League for the second highest viewership spot.Conversely, Rio Olympics 2016 saw a drop in position when it comes to average viewership. Hockey India League had the lowest viewership within all these properties.

Please refer to the figure below:

public://2222222222222.jpg

Here are some colcusions drawn by the author based on BARC India data in its newsletter on which markets contributed to viewership:

Sports, and more so Kabbadi, are loved by audiences from the four Southern markets comprising of 5 states and one union territory- Andhra Pradesh/Telangana Karnataka, Kerala, Tamil Nadu/Pondicherry. They contributed to 50 percent of the viewership of the Pro Kabbadi League, with AP/Telangana contributing a lion?s share of 39 percent (the highest by any market in India) followed by Karnataka with 12 percent, Kerala with 5 percent and Tamil Nadu with 1 percent.

In the case of the Kabbadi World Cup 2016, the viewership share from the south was even higher ? 61 percent. AP/Telangana contributed 39 percent (the highest by any market in India)followed by Karnataka with 15 percent, Kerala with 5 percent and Tamil Nadu with 2 percent.

Comparative data for the Indian Super League ? the south contributed 39 percent to its viewership with Kerala contributing the largest viewership in the country? 30 percent followed by Tamil Nadu with 7 percent and Karnataka and AP/Telangana contributing 1 percent each. West Bengal contributed the second most viewership across all markets with 28 percent.

The South contributed 31 percent to the viewership of the Rio Olympics 2016 and the Premier Badminton League and 30 percent to the viewership of Hockey League India.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/20/india_0.jpg?itok=MzMsAPJA
India Today Group donates generously to the kerala flood victims

In the face of a massive national calamity, India Today Group reaches out to Kerala victims as they are reeling from the devastating impact of the century's worst deluge. 

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/20/isl.jpg?itok=GJLKEA_e
Hero ISL gets NIVIA as ball partner for 3 years

NIVIA, the Indian sports manufacturing brand has signed a three-year agreement with Football Sports Development to be the official ball partner of the Hero Indian Super League (ISL) starting season 2018/19.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/20/India_For_Kerala.jpg?itok=A4GsZYFo
Times Network announces 'India For Kerala', a fund-raising campaign for flood-stricken Kerala

Times Network, part of India’s largest media conglomerate, The Times Group, has initiated a fund-raiser campaign, ‘India For Kerala’, to create awareness and to raise funds for the relief efforts in Kerala. Through this initiative, Times Network strives to give the cause a unified voice and...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/20/vivek.jpg?itok=ywLTyb6o
MNX challenges legacy players in the movies category

The rise in India’s urban educated millennials has also led to the spurt of channels in the English entertainment and movies genre. Over the last few years, several new additions have made their way including MN+, &Prive and Sony Le Plex.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/20/Kumkum_Bhagya.jpg?itok=9k8pbeEq
Most watched Hindi GECs in 2018

Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol was the most watched Hindi GEC during the first 31 weeks of 2018 according to Broadcast Audience Research Council (BARC) weekly data for weeks 1 to 31 of 2018 (Saturday 29 December 2017 to Friday 3 August 2018) of the...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/18/Campaign.jpg?itok=b6QE0eTQ
Sony India unveils #KoiKasarNahi campaign for Asian Games

The 18th edition of Asian games is all set to go on floors from 18 August to 2 September 2018 in the Indonesian cities of Jakarta and Palembang. Meanwhile Sony Pictures Networks India (SPN) today announced its marketing and digital initiatives for the pan-Asian multi-sport event. With India being...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/18/Sun_TV_800.jpg?itok=LjfNJsqT
Sun TV leads the Tamil market in BARC week 32

Zee Bangla continued to maintain its first position in BARC’s week 32 data. The Bhojpuri market, however, had a new entrant - Oscar Movies Bhojpuri that secured fifth position, whereas in the Kannada segment, Colors Kannada retained its leadership position. Asianet from Star TV continued took the...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/18/Zee_Anmol-800.jpg?itok=K8PpdkTD
Zee Anmol back on top of Hindi channels in across genres

After a short hiatus, Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back at number two rank in Broadcast Audience Research Council of India (BARC) weekly list of the top 10 channels across genres (across genres list) in week 32 of 2018 (Saturday, 4 August 2018...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/17/star.jpg?itok=VclldYU3
Star India mobilises disaster relief for Kerala; Star network rallies public support #AllForKerala

As Kerala struggles with the devastation of massive floods, Star India, and its employees have stepped up to donate to and mobilise disaster relief for the flood-ravaged state #AllForKerala

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories