Sony dominates sports viewership for seven consecutive weeks

The Tokyo 2020 coverage was watched by 100 million viewers on Sony Sports TV channels.

Mumbai: Sony Pictures Network India (SPNI) has topped the sports genre viewership for seven consecutive weeks owing to the telecast of UEFA EURO 2020, Copa America 2021, India tour of Sri Lanka, Olympic Games Tokyo 2020, and the ongoing India tour of England.

In recent weeks, Sony Sports TV channels have been sampled by close to 100 million viewers on average per week. This is considerably higher than any other platform telecasting sports in the country during the same period. (BARC, CS 2+, All India U+R), said the media company in a statement.

UEFA EURO 2020’s average viewership was more than double that of the 2016 edition. Average viewership impressions for Copa America 2021 grew by almost 60 per cent compared to the 2016 edition. The heavily anticipated final between Argentina and Brazil was watched by 7.4 million viewers, even though the telecast of the match started at 5:30 a.m (BARC, CS 2+, All India U+R), it added.

With back-to-back global marquee events for three months, Sony Sports’ not only provided differentiated content to viewers but also a conducive platform for its advertising partners. The brand has been consistent in its efforts to establish sports other than cricket and has received consistent support from advertisers through this journey. With a view to amplifying the reach of sports events and advertiser campaigns, Sony Sports added Sony Ten 4 channels to their offering which ensured that brands were now able to communicate with a wider audience in Tamil and Telugu speaking markets.

Starting in 2019, Sony’s Sports promotion for the Olympic Games continued for two years with campaigns such as ‘Hum Honge Kamyab’ which in addition to serving the larger cause of growing sports in India also celebrated the lesser-known, unsung Indian heroes. The campaign featuring minister Anurag Thakur and others, ensured 23 per cent growth in terms of gross impressions over Rio Olympics, making it the most-watched Olympic Games on Indian television and adding a serious value proposition for advertisers. (BARC, All India U+R, CS 2+, Gross impressions for LIVE telecast)

Brands like Thumbs Up, MPL, JSW and Adani group amongst others utilised their existing association with Olympics and athletes to create specific campaigns around Tokyo Olympics and used the platform to reach out to their target audiences. Contextual elements such as split-screen helped brands reach out to captive audiences’ during key moments of the Olympics Games Tokyo 2020. The sports broadcaster also leveraged the power of social media and amplified sponsor associations on Sony Sports' social media handles. The entire coverage of the Olympics Games Tokyo 2020 was watched by close to 100 million viewers on Sony Sports (BARC, CS 2+, All India U+R, LIVE+ non-LIVE content). The record medal tally by the Indian contingent led to high interest in watching the event especially games such as hockey, athletics, wrestling, badminton, boxing, and weightlifting.

Indian audiences have an insatiable appetite for cricket and India’s victory down under at the beginning of the year gave Test match cricket the desired fillip. This has been evident from advertiser participation from across categories, with 12 sponsors. The LIVE telecast of the Sri Lanka vs India cricket series was watched by close to 100 million viewers on Sony Sports. (BARC, CS 2+, All India U+R). Viewership for the currently ongoing England vs India test match series on Sony Sports has been the highest for an away bilateral test match series featuring the Indian cricket team in the past three years. Average ratings for the series till date is almost 30 per cent higher than the 2018 series featuring the same two teams. (BARC, CS 2+, All India U+R)

SPNI head, ad sales-network channels, Sandeep Mehrotra said, “Our efforts that resulted in unprecedented growth overall of marquee events such as UEFA EURO 2020 & Olympic Games Tokyo 2020 attracted non-traditional advertisers who seek the last mile reach. While all our events generated phenomenal interest amongst advertisers, we extended innovative solutions to ensure that the brands’ visibility is amplified especially during the Olympic Games where the broadcast is spread across the day and viewer interest is higher around events with Indian participation."

He added, "Women’s cricket is also on the rise, and we already have brands onboarded for the India Tour of Australia series starting in September and are in the process of closing more. The series is a significant milestone for Team India as they will be playing their first day and night test match with a pink ball and is sure to attract a lot of interest from cricket fans. We are sure that this series will be looked upon as an opportunity by many female-centric brands as well to deliver their communication and reach out to a large audience base which the women cricket has been attracting of late.”

Commenting on the association, Think & Learn Pvt Ltd (BYJU's), marketing head, Atit Mehta, stated,  “Our association with Sony Sports channels has proven to be advantageous and an ideal way to increase awareness with our target demographics and promote our messaging. At BYJU’S, we believe that for a child’s all-round development it is essential to focus on both academics and outdoor activity, and that is why we partner with Sony Sports channels across all major sporting events because sports teach unmatched skills and provides an environment which aids in developing and honing competencies like performance under pressure, controlled aggression, and leadership skills.”

“Hero MotoCorp has been one of the largest corporate promoters of multiple disciplines of sports around the globe for more than two decades. Our association with Sony Sports TV channels for the broadcast of the Olympic Games Tokyo 2020 has been an extension of that and we shall continue to have presence across such prestigious platforms,” added Hero Motocorp, CMO, Ranjivjit Singh.

Latest Reads
Voot Kids to stream ‘Pokémon’ anime franchise content in India

Mumbai: Voot Kids has announced that it will be streaming the popular anime franchise “Pokémon” in India. The kids' content platform will stream 21 films and over 10,000 minutes of “Pokémon” anime series episodic content.

Television TV Channels Kids
Ormax Media launches audience analytics tool for TV channels

Mumbai: Ormax Media has announced the launch of a new audience analytics tool, Ormax Televate. It is designed to help TV channels in achieving viewership growth by identifying a focused and consumer-centric strategy based on insightful data on parameters built through Ormax Media’s 13 years of work...

Television TV Channels News Broadcasting
Star India bolsters content slate for festive season

Mumbai: Star India network is bringing specially curated shows and films across Hindi, English, and regional channels this festive season. The content slate includes new seasons of marquee shows such as "Dance+," "Bigg Boss" - Telugu and Tamil, "Super Singer," "Start Music," and many more.

Television TV Channels GECs
Sony Sports channels to broadcast ‘WWE Crown Jewel’ on 21 October

Mumbai: Sony Pictures Sports Network (SPSN) will telecast the return of ‘WWE Crown Jewel,’ the final event before the changes of the WWE draft goes into effect for both ‘Raw’ and ‘SmackDown.’ The mega-event will take place in Saudi Arabia on 21 October and the live studio show will be broadcasted...

Television TV Channels Sports
'India's Space Odyssey' is the story of ordinary people doing extraordinary work: director Pria Somiah

‘India’s Space Odyssey’, the all-new discovery+ Original currently steaming exclusively on the platform celebrates the 60-year-long successful journey of India’s space programme pioneered by the Indian Space Research Organisation (Isro).

Television TV Channels Viewership
Republic Media Network, BeatO team up for diabetes awareness campaign

Mumbai: Republic Media Network and BeatO have come together to launch the social campaign called 'India Beats Diabetes.' The campaign focuses on showcasing facts about diabetes, breaking myths, and starting conversations with the masses to drive better health outcomes in the country. Through this...

Television TV Channels News Broadcasting
TV18 Broadcast publishes new RIO adhering to NTO 2.0

Mumbai: TV18 Broadcast Ltd has published its reference interconnection (RIO) offer issued under telecommunications (broadcasting and cable) services interconnection (addressable systems) regulations, 2017 for all distribution platforms. The new RIO will be effective from 1 December.  The tariffs...

Television TV Channels News Broadcasting
Warner Music India unveils new record label 'Maati'

Mumbai: As part of its ongoing efforts to provide a mainstream platform for indigenous talent, Warner Music India on Monday announced the launch of a new record label, Maati. The label will feature artists from across the length and breadth of the country, who have been discovered by Warner Music...

Television TV Channels Music and Youth

Sign up for our Newsletter

subscribe for latest stories

* indicates required