MAM
Report on Hindi News Viewership

ESS plans marketing blitz around F1

MUMBAI: It may be a niche sport. But with Narain Kartikeyan entering the Formula One circuit this year interest among fans is sure to rise. ESPN Star Sports (ESS), which airs F1 action, is going all out to take advantage of the momentum.

 

 

The channel will air the Fosters Australian Grand Prix Melbourne live at 7:30 am on 6 March. This will be followed by a race in Malaysia later in the month. It has planned a host of on-air, hoardings, below-the-line activities, print, events. Speaking to Indiantelevision.com on the same ESS ad sales VP Sanjay Kailash says, " The popularity of F1 has been on the rise over the last few years. With Narain joining the circuit this year, the level of interest is expected to go up many folds. We expect that many first time viewers will tune in to F1 this year and our marketing efforts will be targeted at converting these first time viewers into F1 loyalists.

"Our aim is to simplify this complex sport for the viewers so that they are able to better understand and follow it. We will be running information-based promos on its networks to achieve this aim. Discussions are also on with other channels for cross promotion of F1. ESS will also be running updates and capsules on radio stations in the major metros."

Kailash added that in order to give its viewers a real feel of life at 300 kph and to give its fans an edge-of-the-seat adrenaline rush, ESS has over the past couple of years arranged for special live screenings of all the races. "Complete with Race Day, the preview show, and the review show Checkered Flag these screenings give the F1 fans a chance to live the excitement as they tank up on the Grand Prix guzzlers.

"Nationally screenings have been held 17 exclusive pubs and restaurants across the major metros in the 2003 season. Gautam Bhimani in his imitable style supported by specially appointed Pit Girls makes the race more interactive by hosting a quiz during the race breaks. The scale of our on-ground activities to drive the popularity of Formula 1 went up for the 2004 season. We had 25 exclusive tie-ups with upscale pubs and restaurants nationally in the 2004 season."

 

 

With the 2005 season it goes without saying that this effort will expand greatly. ESS is in talks with close to 100 establishments across 10 cities to organise screenings of the races. The broadcaster is looking to spread the F1 appeal by also going into class A cities like Bhopal and Ahmedabad this year in an effort to reach beyond the metros.

A special focus area for ESS will rest in the South where Kailash claims the sport has a healthy following. ESS will be using the outdoor medium in a big way in Coimbatore, Madurai, Trichi and Salem. ESS is also in talk with multiplexes / cinema halls, embassies of the countries where races are held and film production houses with synergies to develop a mutually beneficial plan to promote the sport in the country.

The Ad Sales Scene: When asked about the promotional budget kailash says, "The spends will be going up significantly on F1 this year compared to last year". On the ad sales front he says that several brands, that have a strong brand fit with the sport, have been eliciting interest in advertising on F1. "But we are not able to service/accommodate all clients as there is a constraint on the inventory per race. Nevertheless, there has been a growth on both counts. The number of clients has gone up from two in 2003 to five for 2004. This could have been higher by another three clients if not for the inventory constraint. Revenue has also been on the rise for the last few years."

Kailash says that BPCL (brand - Speed), Bridgestone and MRF are some brands that advertise specifically on F1 and are not so strongly present on other sports. This is because F1 has a phenomenal brand fit with these categories.

Advertisers on the 2004 F1 season were Samsung, BPCL (Speed), MRF, Bridgestone and Hutch. The advertisers for 2005 are a mix of the traditional F1 advertisers like BPCL (Speed), MRF, Bridgestone and new advertisers like TATA Motors, United India Insurance, Amaron Batteries, Petronas, Toyota, Exxon Mobil and UPS.

 

 

The audience profile: ESS states that its typical F1 audience primarily comes from the four metros of Delhi, Mumbai, Chennai and Kolkata. Bangalore and Hyderabad also contribute significantly. These are males, 15 - 25 years of age belonging to SEC A1/A2 households. According to an IMRB research initiated by ESS their profile is:

- Delhi viewers are relatively recent (less than a year) entrants to the sport. Mumbai reflects an average profile (watching for 1-2 years) while Chennai and Bangalore have a high proportion of those watching the sport for over two years.

- A typical F1 viewer spends 50 per cent of his 'entertainment' money on eating out and on movies.

- Very high on socialising and hanging out.

- As many as a fourth have traveled on vacation in India more than five times in the last two years.

- Except for Delhi, about a tenth of F1 viewers in the other three cities have traveled abroad in the last two years.

- Their households have a high penetration of durables, electronic goods and mobile phones.

"These are the people we will continue to target for the 2005 season, as the potential is very much still there and lots more people can be brought into the F1 fan following" Kailash adds.

ESS claims that viewership for Formula 1 is on a steady rise. For the 2004 season the net reach was 31.4 Mn thereby implying that 31.4 MN individuals sampled the product in 2004. This is a huge 27 per cent increase over 2003. Kailash adds "The premium nature of the sport has ensured that 39 per cent of SEC A sampled the product in 2004. This is the highest amongst all SEC's. The fans also are watching more and more of F1, the sport is getting addictive amongst its followers. The Gross Reach for F1 in 2004 was 74.8 MN, which is 36% over 2003."

This year Kailash expects a huge increase in the sampling numbers this year due to Narain. However he concedes that F1 has some distance to cover to become a TRP driver given the niche following of the sport.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/aditi-school-girl.jpg?itok=sAh-2Y29
Industry asks: Is #StopTheBeautyTest a sign of regression and hypocrisy?

As the writer of this story, I don’t know if the recent “#StopTheBeautyTest” campaign by Dove is just blown out of proportion or it isn't. Dove, HUL’s soap brand, has been in India since the 1990s and one of HUL’s other products, Glow & Lovely (previously Fair & Glow) – a skin-lightening...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/7.jpg?itok=5JUPQmHu
ixigo rolls out new campaign with Jackie Shroff & Suniel Shetty

ixigo has roped in Bollywood celebrities Jackie Shroff and Suniel Shetty as the new faces of the brand for their campaign "#NikalLo." The campaign has been designed to create buzz and increase brand awareness ahead of the festive season and will be launched across television and digital platforms.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/asci-1.jpg?itok=R-0fmTdy
Asci names N. S. Rajan as new chairman

August One Partners director N. S. Rajan was unanimously elected as chairman of the board of governors of the Advertising Standards Council of India (Asci) on Thursday. The decision was taken at the board meeting following the 36th annual general meeting of the industry’s self-regulator.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/renault.jpg?itok=wrASmua6
Renault, Lemma & Yahoo launch a programmatic DOOH campaign

Lemma, a leading programmatic digital out of home platform, recently enabled the Renault Kiger campaign at airports with Yahoo as the demand side platform.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/maitri.jpg?itok=5Hfsm6GD
Maitri Advertising Works wins agency of the year award

Maitri Advertising Works announced that it has won the South Indian Marketing Award for Agency of the Year. The agency has bagged four gold and one silver.

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/havas_worldwide.jpg?itok=ZuMqFoXR
Havas Worldwide India ropes in Nikhil Guha & Neeraj Toor as group creative directors

Mumbai: Havas Worldwide India, the creative arm of Havas Group India, has further strengthened its creative team with the appointment of Nikhil Guha and Neeraj Toor as group creative directors. The agency recently announced the appointment of Anupama Ramaswamy as its chief creative officer. The two...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/dove.jpg?itok=T18r0z4M
HUL MD & CEO's post on Dove's #StopTheBeautyTest campaign evokes mixed reactions

Dove’s latest campaign questioning society on the beauty-based judgements that young girls are subjected to has been garnering attention, but not always for the right reasons. This was probably discovered by Hindustan Unilever (HUL) MD & CEO Sanjiv Mehta when he recently shared a post on the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/trish.jpg?itok=A09kGpjl
Zenith India names Trishul Bhumkar as managing partner

Zenith India, the media agency under Publicis Groupe India has appointed Trishul Bhumkar as its managing partner.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/nagesh_pannaswami.jpg?itok=sJTe61fa
Nagessh's SilverEdge looking to stir the D2C market; eyes Rs 25 mn revenue

Mumbai: He might have contemplated his thoughts and decisions prior to this story, but not anymore. Curry Nation Brand Conversations (CNBC) co-founder Nagessh Pannaswami (a first-generation entrepreneur, an ad veteran along with famous ad woman, Priti Nair) has now made a move to the brand side by...

MAM Marketing Brands