MAM

×

×

Sports least affected by TAM data suspension, say experts

MUMBAI: The suspension of TAM data for nine weeks till 8 December will not have much bearing on the way advertisement deals are done, at least as far as sports broadcasters are concerned, according to industry officials.

The reason why sports broadcasters would go unscathed is due to the fact that ratings for cricket properties are less static with the exception of big ticket events where ratings can change dramatically like ICC Cricket World Cup or an India-Pakistan match. The unavailability of viewership ratings data will not change the decision-making process of advertisers as they also have historical data at their disposal.

Cricket has a strong pull particularly among males and youth which forms a bulk of the viewership and is a critical target audience for most advertisers.

TAM had decided to stop reporting weekly viewership data for a nine-week period beginning 7 October till 8 December following an agreement between Indian Broadcasting Foundation (IBF), Advertisers Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA) in order to avoid discrepancies in viewership data which would have arisen due to transition from analogue to digital cable.

According to a top executive from a leading media buying agency, the decision to suspend viewership data for an interim period will not impact cricket.

ESPN Software India executive vice president-sales Sanjay Kailash said, “Cricket ratings according to me have been static and there is not much room for error. For advertisers, cricket offers a very involved audience. They also look at engagement, impact and reach.”

The only big ticket cricket property that falls during the period viewership data will not be available is the first three test matches of the India-England series comprising four Tests, five ODIs and two T20 matches.

“The suspension of TAM data shouldn’t affect cricket as we have past data to look up to and make decisions. Ratings for cricket don’t change dramatically unless it is an India versus Pakistan series or a ICC Cricket World Cup. It also depends on who wants it more. Whether it’s the broadcaster or the advertisers will depend on the demand and supply issue,” the media buying executive who did not wanted to be named said.

The executive also explained that cricket buying is not just about ratings and there are other parameters that they look into while buying cricketing properties.

Very few clients advertise on cricket based only on ratings. In fact, many advertisers invest in cricket without ratings. While ratings is one of the factors, advertisers also look at other things like brand affinity, cumulative reach and impact. Cricket is a high-impact programme.

Zeel chief sales officer Ashish Sehgal said, “I don’t think sports will be impacted much because unlike GECs where deals are done on the basis of CPRP (Cost per rating programme) cricket is not just sold on the basis of CPRP. The unavailability of data will impact planning process. It is a function of demand, supply and ratings.”

Adds ESPN’s Kailash, “As far as we are concerned, we have not been impacted (due to suspension of data). We will not re-work any deals.”

Though ad sales for sports properties particularly cricket will not be affected, advertisers are not too happy with the situation as their planning has got affected with the suspension of viewership ratings. The decision to suspend viewership ratings was that of the broadcasters.

The advertising fraternity supported the “unilateral” move after a lot of heated discussions. “We supported this because we felt there was a genuine need since the four metros are moving towards digitisation. But this decision has come at a time when the festive season is around,” the media agency executive said.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/be.jpg?itok=gTeWSjR6
Tech-enabled marketing can help brands sail through economic slowdown

The consumer of today is discerning and careful about where one is making expenditures but will not shy away from spending on good things, remarked MediaCom global managing director of Blink & strategic partnerships Bianca Best, as she interacted with Indiantelevision.com at the inaugural...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/skin.jpg?itok=HjekKxpa
Designed to love your skin as much as you do – the new Gillette SkinGuard

MUMBAI: In a country where grooming is increasingly becoming a part of men’s daily lives, Gillette is relentlessly pursuing bringing new products tailored to the evolving needs of consumers. From the stable of Gillette, launches the latest product innovation, Gillette SkinGuard. This razor has a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/manormaa.jpg?itok=Frvbxvyl
ManoramaMAX hits 5,00,000 users in 2 weeks

MUMBAI: ManoramaMAX, the first ever 100% Malayalam News and Entertainment app, launched by MM TV Ltd., has achieved instant success, hitting half-a-million users in just under 2 weeks. Users across web, android and apple devices are continuing to watch the large content bucket of the platform. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/swift.jpg?itok=NQhNuZcW
Maruti Suzuki launches #BeLimitless Swift campaign to celebrate real-life heroes

Focusing on recognising heroes who have gone far and beyond across different walks of life, Maruti Suzuki India Ltd, the leading passenger car maker in India, has launched ‘Be Limitless’—a 3-part video campaign for Maruti Swift. The campaign for Swift is aimed at highlighting the stories of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/tata.jpg?itok=iyURhpAX
Tata Motors partners with what3words - Redefines navigation with just 3 words

MUMBAI: Tata Motors, India’s largest automobile manufacturer today announced its partnership with the innovative location technology provider, what3words. Tata Motors will be the first manufacturer in India to bring what3words addressing system in its cars.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/phonepe.jpg?itok=Zc_NkFjg
PhonePe goes live across over 1 mn offline stores in Delhi-NCR

MUMBAI: PhonePe, India’s fastest growing payments platform announced that it is now live as a payment option across 1 million offline merchant outlets in Delhi-NCR. This milestone reflects PhonePe’s phenomenal acceptance across large organised retail stores as well as small and mid-size retail...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/vodafone.jpg?itok=EFqbIpNo
Vodafone appoints Carat as global media buying agency

MUMBAI: Telecom service provider Vodafone has announced the appointment of Carat, from the house of Dentsu Aegis Network (DAN), as its global media buying agency. As per reports, the account size is pegged at Rs 35,000 crore globally. In India, the business is worth Rs 400 crore. The scope includes...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/iamaai.jpg?itok=kVhegjhv
Admitad India announces its partnership with India Affiliate Summit & Awards 2019, organized by IAMAI

MUMBAI: Underlining its position as a domain leader in the Indian affiliate marketing industry, Admitad India has announced its association with India Affiliate Summit & Awards 2019 (#IAS19). Organized by IAMAI, the 5th edition of the premier affiliate marketing event will be held at The Leela...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/edyoda.jpg?itok=a-39J9uU
EdYoda accepted as Asia-Pacific Member by AWS EdStart Program

MUMBAI: EdYoda, a digital platform that imparts industry-relevant skills through a zero-cost learning program. EdYoda aims to serve the underserved students and professionals from Tier 2 and Tier 3 cities and colleges by educating them on industry-relevant skills through zero-cost learning programs...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories