Television

Brands with most integrated marketing plans to win as cricket season heats up

IPL to commence from 23 March 2019

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/01/10/icc.jpg?itok=yZK0_YK8

MUMBAI: Franchises, brands, broadcaster and most importantly the fans were left delighted on Tuesday as news trickled in that the Indian Premier League 2019 will be played entirely in India. The Board of Control for Cricket in India (BCCI) also announced that the 12th edition of the cash-rich league will commence from 23 March 2019.

This is the first time since the inception of the IPL that all its matches will be played in India during a general election year. In a sense, this is a testament to the humongous popularity of the cash-rich league. It must be noted that the entire 2009 edition was moved to South Africa, while in 2014, some matches were played in the UAE.

Season 11 of the IPL was a runaway success on every front. Broadcaster Star India leveraged 17 of its channels, including Star Plus and Star Gold, to make the finals a smash hit. It was aired in eight languages including Hindi, English, Tamil, Telugu, Bengali, Kannada, Marathi and Malayalam.

Last year, the IPL was broadcast in six different languages - Hindi, English, Tamil, Telugu, Kannada, and Bengali. While Star was unable to get full-fledged Telugu, Kannada and Bengali channels up and running at that time, it ensured that viewers from these regions didn’t miss out on the experience. It aired the matches on Suvarna Plus (Kannada), Maa Movies (Telugu) and Jalsha Movies (Bengali).

The thrilling final powered the network’s growth by 34 per cent with 52.9 million average impressions. The final between Chennai Super Kings and SunRisers Hyderabad was produced with 11 live feeds across the TV network and Hotstar.

Brands have long recognised the power and popularity of cricket in India.  However, with video proliferation and regional language market expansion, more avenues seem to have opened up for the marketers to position their products.

With India kicking off the year with a historic 2-1 Test series win against Australia, 2019 could be the year the nation is hooked on to cricket like never before.

PwC India partner- media, entertainment and sports Raman Kalra says, “India is always a cricket hungry nation and will always continue to be cricket loving nation. A lot of diversified brands will be seen participating. The important thing is how they weave this story into a much more deeply integrated marketing plan. It is not just about running one campaign or two campaigns, can they really integrate the storyline throughout the ATL and BTL and do something beyond what is being done.”

Barring series (ongoing Australia versus India and West Indies versus India in the month of July and August) Star is bound to be the home of cricket for India’s cricket-loving public.

The broadcaster’s offering in 2019 commences with New Zealand versus India series followed by Australia’s visit to India, followed by the IPL and the all-important 50-over ICC Cricket World Cup among others.

Sports advertising expenditure is largely driven by cricket with other sports contributing a minor share. According to India Sports Sponsorship report 2018 by ESP properties and SportzPower, media spending in sports as a whole grew 15.8 per cent from Rs 3511 crore ($ 516 million) to Rs 4065 crore ($ 616 million), driven even more strongly in 2017 by Television On Air, which grew an incredible 42.7 per cent from Rs 2376 crore ($ 348 million) to Rs 3379 crore ($ 512 million). The other reason for sports adex increase is the annual increase in ad rates, especially on IPL.

“The crux would be which brand has the most integrated marketing plan and go beyond the TV, digital campaign to engage with the audience and convert them into fans,” Kalra adds.

The marquee cricket season is also an opportunity for new brands to tap into a wider audience and amplify their reach and communication.

Some of new brands that associated with the IPL last season were AMFI, Asian Paints, Berger Paints, Blue Star, Ceat Tyres, Crompton, Dollar, Ford, Haier, Luminous, Pidilite, Sleep Well, Vanessa, Vimal Pan Masala and Voltas joined the existing ones like Vivo, Colgate, Amul, Dream11, Elcia, Kent, Parle Agro, Polycab to name a few.

When it comes to the big ICC events, the likes of Oppo, Nissan, MRF Tyres, Emirates, Uber, Bira, Dream11, and Royal Stag do not miss a chance to grab the audiences’ attention.

Some industry experts believe that advertisers could be looking at an option that includes featuring both during the IPL and the World Cup as part of a combo deal.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/cnbc.jpg?itok=IYSN0pYw
CNBC-TV18 introduces #CNBCTV18Tweetathon on its 20th anniversary

MUMBAI: CNBC-TV18, country’s leading English business news platform is hosting India’s biggest business unconference on Twitter on 6th December. To mark its 20th anniversary the channel is introducing #CNBCTV18Tweetathon, an unconventional conference with renowned personalities like Shereen Bhan,...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/spider.jpg?itok=jkziqLXB
&flix to air World TV Premiere of 'Spider-Man: Far From Home' on December 8

MUMBAI: &flix recently announced World Television Premieres of Hollywood movies. This time, the destination for the biggest Hollywood hits, is set to launch a new offering that is sure to delight viewers. The channel will offer movie enthusiasts a chance to leap forth into limitless...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/tv_0.jpg?itok=em2z6oDK
Maharashtra political dance pips English News ratings 24 per cent in week 48

The political dance, the shenanigans by various political parties for premiership in Maharashtra politics provided News channels with more eyeballs in week 48 of 2019 (Saturday, 23 November 2019 to Friday, 29 November 2019, week or period under review) as compared to the previous week according to...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/BARC.jpg?itok=9yRwGt1p
BARC week 48: No changes in pecking order of top five Hindi GECs

In week 48 of BARC India ratings, Star Ustav has jumped to eight position from tenth last week in the urban market. The channel has also moved one step up on the pay platform from ninth position to eight.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/ndtc.jpg?itok=yS6tf0Fk
NDTV files civil appeal in Supreme Court against SAT order

MUMBAI: NDTV has filed a civil appeal in the Supreme Court, challenging the 7 August SAT order that upheld a Rs 2 crore penalty on the media company imposed by SEBI for disclosure lapses regarding tax demand of Rs 450 crore. “NDTV has on 3 December 2019, filed a Civil Appeal before the Hon’ble...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/ragahv.jpg?itok=MKT4ltB8
Optimystix appoints Rajesh Bahl as director and group CEO

MUMBAI: Optimystix, the leading production house in both Fiction and Non-Fiction programming, appointed Rajesh Bahl as the Director and Group Chief Executive Officer. In his role as Director & Group CEO, Rajesh will not only be responsible for Optimystix’s growth strategy but will also help the...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/mtv.jpg?itok=2rMFkSr0
MTV Beats unveils exciting line-up for December

MUMBAI: Striding into the third year, India’s fastest growing 24*7 Hindi music channel, MTV Beats continues to hold the baton high for all things Bollywood and Music. As a one-stop-shop for the most happening Bollywood music, MTV Beats has reached approximately 500 million viewers over the last...

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/network18.jpg?itok=7vzCcuz_
Network18 denies asset sales to Times Group in BSE filing

MUMBAI: Network 18 has dismissed media reports of its asset sales to Times Group, calling the story “false and malicious,” in its latest Bombay Stock Exchange (BSE) filing. “We refer to your email...seeking clarification on news item ‘Network18 denies reports on assets sale to Times Group,”...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/ss.jpg?itok=Qzh_QgQ-
Select Dugout returns for India vs West Indies T20 Series

MUMBAI: Star Sport Select will air Select Dugout for the Paytm India vs West Indies T20 Series. Dugout veterans Kevin Pietersen, Brian Lara, Dean Jones and Scott Styris will be joined by Anil Kumble, VVS Laxman, Gautam Gambhir, Parthiv Patel, for deeper insights, offering viewers a comprehensive...

Television TV Channels Sports

Sign up for our Newsletter

subscribe for latest stories