Television

Corona impact on IPL: Brands take a wait-and-watch approach

Brands are relooking at their strategy in view of the virus scare

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/11/ipl_2020_1.jpg?itok=n82nwFM9

MUMBAI: Three weeks into India’s biggest cricketing event, Indian Premier League, brands and sponsors are re-looking their strategy amid the outbreak of coronavirus.

The virus that first appeared in the Wuhan city of China has spread to over 46 countries and entered India earlier this month. Around 50 positive cases have been confirmed in India as of Tuesday, as per the union health ministry.

Amid the pandemic, the global trade has taken a toll and affected countries have shut their borders. “From a brand perspective, the market has slowed down a bit. Everybody is putting things on hold and is on wait-and-watch mode”, says Havas Media’s chief executive officer Anita Nayyar.

She believes that as the League approaches, everybody will take a call on the impact of the virus on IPL. “Since money is involved in this event, the virus scare will absolutely impact the overall business. The impact will be there, but to what extent? It’s something we will get to know as we approach the sporting event,” says Nayyar.

Nayyar adds, “Change in on-ground viewership will open up the box of re-negotiation amid the virus outbreak. Except for broadcasters, events, stadia-ads, event-ticketing will get impacted as on-ground viewership leads to different hue and add tinge to the entertainment-sporting event.”  

Sharing the same view, Madison Media’s senior general manager Chirag Shah believes there will be a deep impact on on-ground revenue as the turnaround on stadiums could be lower, especially in regions like Delhi and Kerala where the virus spread is huge.

“Though the co-sponsors and title sponsors may have been sold as the event nears there are inventories and spot-buys to be sold that will be impacted. Brands are somehow reluctant and discussions are happening within them and they definitely have doubts about it,” says Shah.

Explaining as to why spot-buys will see an impact, Shah says, “Consumer durables are the major advertisers that buy inventories during IPL and are heavily dependent on the south-eastern countries like China, Japan and South Korea for the components or parts. And, as these countries are majorly being hit by the virus, there’s an impact on supply, and eventually, ad spends on such expensive property will be re-looked.”

The virus being most contagious and its spread phenomenal, chances are that the stadium may see less number of turnout as people are worried about their lives.

Trust Research Advisory CEO and brand expert N Chandramouli says, “Such sporting events draw the attention of large crowd gathering. Amid the virus outbreak, the crowd coming together is a big no-no. IPL not being that sacrosanct as Olympics can be held later. There would be viewership challenge if there’s no stadium crowd as they are the one who add drama, excitement, and passion to the tournament.”

Says Chandramouli, “The virus’ impact is huge on the economy and all the other sectors. Similarly, don’t believe that IPL will be spared. The only thing is people are not sure about the intensity of that impact.”

“Brands are re-looking their strategy very closely”, says Mouli, echoing Nayyar’s view. “Even brands themselves should pull back from the event and urge government for the postponement.” According to him, down the line if the situation worsens, the union government may step in and probably come up with the alternative of postponement or time cancellation of the event.

On the other hand, Dentsu Aegis Network India’s chief executive officer Anand Bhadkamkar says, “At this point, nobody knows what will happen and postponement of the event won’t impact the brand value; however, there definitely will be a loss of viewership, and eventually revenue.” IPL during summer vacations garners maximum eyeballs.

Adding further, the DAN India CEO says, “Every brand is going back to their drawing board and re-looking the strategy planned for the IPL. They are evaluating the options and scenarios considering a lot of money, manpower involved in the process.” How long this will go on? That is something we need to see, he adds.

He says, “Anything that is changed or moved from the original format will certainly have ramifications; the only difference is that we are unaware of the impact and too early to predict loss. But the impact of the virus outspread will definitely be seen.”  

Is the virus scare hyped?

All the four industry experts are of the view that there is no hype regarding the outbreak, but people, of course, are overcautious and don’t wish to take risk as the virus is pandemic.

Amid the concerns, the Maharashtra health minister Rajesh Tope had said the state government is thinking of postponing the 13 edition of IPL. The Board of Cricket Council of India president Sourav Ganguly has said the game will happen as planned and that the board will take as many precautions and measures as possible.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/zee.jpg?itok=quyR6nSh
Zee Keralam invites short-film makers to showcase their films

MUMBAI: Short-films are no longer short! Malayalam entertainment channel Zee Keralam is giving a platform to short-film makers through a new programme titled ' Short Premiers.' The programme will premiere short-films made in Malayalam. It is aimed at encouraging short-film makers.  

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/priv.jpg?itok=KFL6tm7n
Science Fiction Noteworthy Novelist Orson Scott’s Ender’s Game Airing On &PrivéHD

In this futuristic thriller of an extra-terrestrial invasion over mankind, humanity’s grasp over what is left, lies in the hands of gifted children where strength lies in mind over matter. Featuring yet another tale of unforeseen escapades and fantastical journeys, &PrivéHD, is set to air ‘...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/cnn.jpg?itok=vwxbAhrx
UNWTO, CNN partner on Travel Tomorrow campaign

MUMBAI: Inspiring people to dream of destinations to visit and Travel Tomorrow, when it is safe to do so, is the message behind a newly launched CNN campaign which was devised for the United Nations World Tourism Organization (UNWTO). The 60-second film, which runs on CNN International, takes...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/face%20masks.jpg?itok=9cFXRMNT
ViacomCBS Consumer Products launches global reusable face masks

MUMBAI: ViacomCBS Consumer Products today announced it has entered into agreements with multiple global licensees to create face masks featuring iconic characters from many popular Nickelodeon properties including SpongeBob SquarePants, which is available now at the SpongeBob Shop, as well as PAW...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/sri.jpg?itok=BypouK1V
Latasha Jadhav leaves Sri Adhikari Brothers TV

Latasha Jadhav has resigned from the post of chief financial officer from Sri Adhikari Brothers Television Network Ltd with effect from 26 May, 2020 on personal grounds, informed the company in filing to SEBI.

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/barc.jpg?itok=LKGQDKe4
News ratings on the decline as lockdown eases

News is event-driven. Events drive up viewership of news channels. Elections, disasters, pandemics send news channels into a frenzy.  Coverage, debates, breaking news …., the rapid staccato oratory, hyperbole, events dissected from different angles often leaving messy dregs of the matter.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/and.jpg?itok=9De8GSFZ
Get ready to witness the mind-blowing journey of the goliyon se tez shooter dadis in the &pictures premiere of Saand Ki Aankh

‘Shooter daadiya ka andaaz bohot hain tez, jeet na paata koi, jab hove hai goliyon ki race’.  All set to hit the bullseye this Saturday is director Tushar Hiranandani’s perfect entertainer ‘Saand Ki Aankh’ that narrates that true-life story of India’s oldest sharpshooters, Prakashi and Chandro...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/discovery.jpg?itok=jlCPQrJ0
Discovery premieres Wild Karnataka, brings stars to celebrate wildlife

MUMBAI: Discovery in a unique initiative aimed at raising awareness about the rich biodiversity of India and the need for wild-life conservation has pulled in celebrated actors to provide voice-overs for the premiere of documentary ‘Wild Karnataka’ on June 05, the World Environment Day.  Produced...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/colors.jpg?itok=Hfmnhl6m
COLORS Tamil launches new series Mangalya Dosham

MUMBAI: Viacom18’s 24-hour Tamil general entertainment channel COLORS Tamil is launching a new daily series Mangalya Dosham, starting Thursday, 28 May 2020. This exciting original content makes it the first Tamil general entertainment channel to introduce a fresh line-up during the lockdown. The...

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories

* indicates required