Television

60 crore ad revenue, 36% viewership hike: Pro Kabaddi League a hat-trick of success

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/03/04/Hot_Star_Logo_with_Black_Bg.jpg?itok=UFoRB-1k

MUMBAI: The third season did not make fans wait for the too long a period of a year. After a gap of merely a few months Star Sports Pro Kabaddi league was back in action. The mats were the same and there was no change in the number of teams or formats. The only change was the sport had become popular and the tournament had to deal with the burden of expectation. 

"Star India is a champion when it comes to dealing with expectations" says a franchisee owner on condition of anonymity. He further adds, "Many media people will tell you about the marketing and packaging, but the distribution push that they have given has done a world of good for the sport. Only Star Sports would have got them 40 per cent of the reach they have got. Star Gold and other channels is what has done the trick." 

The broadcaster has roped in six associate sponsors for season 3 in Bajaj, TVS, Flipkart, State Bank of India, Gionee and Idea, while Fair & Lovely, Nissin and Mountain Dew are associated as partners. "The ad revenue generated this time would easily count to Rs 60 crore, which is a twenty per cent growth compared to the last edition. This signifies the smart way of monetising that Star has adopted" asserts a media sports media planning expert.

The broadcaster did not sell the title sponsor slot as that takes away majority of the inventory, and instead decided to keep it to itself. "The biggest reason why it’s successful is because the broadcaster is the primary owner and the selling is packaged. The brands get the ROI by having presence both on ground and on television, hence they show immense interest." opines a senior media planning expert.

The 20 per cent hike in revenue is well complemented by a 36 per cent rise in viewership.  While viewership at All India Urban level increased by 36 per cent from 54.5 TVMs in season 2 to 74 TVMs in season 3, Rural India also joined the Star Sports Pro Kabaddi fan bandwagon, delivering a staggering 135 TVMs according to the BARC CS4+ Rural for its first week in season 3. 

On the rise of viewership Star India CEO Uday Shankar had said in a media statement, "No other sport has grown so fast and gained such wide and deep following with fans across urban and rural India, across audience segments – men, women and kids and across screens (television and digital). The sport has truly become a unifier in its appeal, second only to cricket. This brings us a great sense of pride and is a reflection of our commitment to promote a multi-sports-culture in India.”

The moment the twice a year concept was unveiled, critics started prophesising, possibilities of fatigue were magnified, and the quality of matches was questioned. "The seasons so far have answered all those questions, I believe" says Mashal Sports director Charu Sharma. He further adds, "The debate of exploitation does not exist in the case of Kabaddi because we are not there for a good 40 weeks time. The nature of the game is such that we need to be there twice at least for our fans."

The organisers are also toying with the idea of roping in more teams to make it a 12 team format. The new franchises will certainly be sold at a higher price when compared to the first set of buyers. "The game is now established and evolved, but all this will at least take more than a year. The plan is to make it a longer running tournament and then we might have a once a year outing" adds Sharma.

Defending champion, U-Mumba is again in the semis and this makes a 100 per cent success ratio for the team. For all the three, seasons U-Mamba has managed to reach the semis which twice before they have won to qualify for the finals. "They are a formidable force with quality players in the team. The way it is managed, Ronnie and his team also plays a vital role behind their progress. I am happy with the fact that Bengal has made it to the semis, Earlier, Bengal was lacking when it comes to Kabaddi and this is a success of the tournament that new teams are reaching the knockouts" explains Sharma.

"There has been no evidence of fatigue and the wear and tear that are common in any sport and to reach the final stages takes hard work. We had a great season and now we are looking ahead towards the semis," says UMumba CEO Supratik Sen 

Now steps taken by the franchises will determine the next level of success for the league.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/07/img_07122021_152214_800_x_800_pixel.jpg?itok=M3snoIuh
MIB took action against 139 cases of obscene/violent TV content since 2018: Anurag Thakur

Mumbai: Since 2018, the ministry of information and broadcasting (MIB) has taken action against 139 cases on content related to obscenity and violence on TV, I&B minister Anurag Thakur told the Parliament on Tuesday during the winter session.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/07/fesr.jpg?itok=bAlxpiDt
TV Brand Fest 2021: Marketers relook at TV ad spends in times of disruption

The media industry and the economy saw an unprecedented level of disruption post-lockdown phase. As marketers went back to the drawing board to scrutinise their media spend, TV advertising moved from strength to strength commanding the highest share of advertising spends.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/07/all.jpg?itok=3agmkbmU
Sony India premiers new show – ‘Dhadkan Zindaggi Kii’

Sony Entertainment Television (SET) is celebrating women from all walks of life with its latest finite series, 'Dhadkan Zindaggi Kii'. Starring Additi Gupta, Rohit Purohit and Vidyut Xavier in the lead roles, the show traces Dr Deepika’s journey, who continues to defy stereotypes in her personal...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/06/img_06122021_151741_800_x_800_pixel.jpg?itok=z4js5dv7
Viacom18 appoints Siddharth Sharma as EVP - sports

Mumbai: Viacom18 has appointed Siddharth Sharma as executive vice president (EVP) – sports. Previously, Sharma was with The Walt Disney Company-owned Star Sports network as senior vice president. He joined Star Sports as AVP in 2013 and was elevated to the position of vice president - head of...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/06/img_06122021_143648_800_x_800_pixel.jpg?itok=_FKy8ngN
Star India elevates Vaibhav Goyal to SVP - ad sales for sports

Mumbai: Disney-owned Star India Network has elevated Vaibhav Goyal to Star Sports senior vice president - ad sales, as per his LinkedIn profile. Previously, he held the position of Star Sports vice president - ad sales, for 6.6 years. Goyal joined Star Sports as assistant manager and he was named...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/06/img_06122021_132152_800_x_800_pixel.jpg?itok=1WnsfzZ0
Star Sports launches campaign for PKL 8 with MS Dhoni

Mumbai: Star India, the official broadcaster of Vivo Pro Kabaddi League season 8, has unveiled its campaign #JoBhidegaWohBadhega, starring Indian cricketer MS Dhoni. After a two-year hiatus, Vivo Pro Kabaddi League season 8 will start airing from 22 December onwards on Star Sports network and...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/06/tv.jpg?itok=cyyAnEh0
Regional TV channels ride the growth wave, show surge in ad volume

The month of October registered the highest advertising volumes for the year 2021 on TV, as per Broadcast Audience Research Council (Barc) India. But what also remained significant was the growth story scripted by the regional language channels.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/06/aa.jpg?itok=tfegYbai
Star Bharat returns with new season of ‘Sasuraal Genda Phool’

In a post pandemic scenario, the significance of our Indian joint family system has become even more relevant as people seek ways to re-establish their bonds with their closed ones. Bringing alive this sentiment, Star Bharat is all set to return with the second edition of ‘Sasuraal Genda Phool 2...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/12/06/epic.jpg?itok=Ii3YLj3R
IN10 Media’s Epic readies for brand makeover starting 16 December

IN10 Media Network’s premier infotainment channel Epic is all set to undergo a brand makeover and offer a slate of new programming starting 16 December. The new brand positioning will carry the vision of ‘Soch Se Aage’ – highlighting the channel’s vision to forge a ‘future of infotainment’.

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required