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Euro 2016 sees fewer ads; average ad volume per match plummets

Euro 2016 sees fewer ads; average ad volume per match plummets

Author | Priyanka Mehra & Ronald Menezes | Wednesday, Jul 20,2016 8:15 AM

Euro 2016 sees fewer ads; average ad volume per match plummets

The recently concluded UEFA EURO 2016 proved to be a delight for brands across different sectors in India. As per the data provided by TAM Sports, the average ad volumes per match dropped to 12 minutes in Euro 2016 as compared to 16 minutes that were shown during Euro 2012 while the total ad volumes in 2016 increased to 625 minutes as compared to 488minutes in the previous edition.

There has been an overall increase in the number of brands, advertisers, categories and celebrity endorsing brands in 2016 as compared to 2012.

43 brands have jumped on the commercial bandwagon in Euro 2016, an increase from 29 brands that were seen during the 2012 edition. 33 advertisers were involved in the recently ended tournament while 22 were in involved in 2012.

A total of 27 categories made their presence felt while 10 brands endorsed by celebrities were aired during the 2016 tournament.

20.5 hours of total ad volume was aired during the entire UEFA EURO 2016 held between 10th June and 11th July.

On an average, the number of breaks per match and channel stood at 4 while anaverage break duration lasted 114 seconds.

Hero MotoCorp took the majority of brand share with 22 percent followed by Gionee Marathon M5 Plus (17 percent), LIC-Corporate (9 percent) and Tata Tiago (5 percent) to make up the top 5.

Hero MotoCorp also stood at the helm of advertisers for Euro 2016 with 22 percent of the share followed by Syntech Technology (21 percent), LIC of India (11 percent), Tata Motors (8 percent) and Reliance Jio (4 percent)

Four out of Top 10 brands during commercial break of Euro Cup 2016 were from Telecom Sector and 3 from Auto Sector. Top 3 Advertisers, Hero MotoCorp, Syntech Technology (Gionee) and LIC together had more that 50% share of commercial advertising during UEFA Euro Cup 2016.

Lionel Messi topped the celebrity share of endorsements with 28 percent followed by Priyanka Chopra (13 percent), Sushant Singh Rajput (12 percent), Sachin Tendulkar (10 percent) and Prateik Babbar (9 percent)

UEFA Euro 2016 as covered by 5 English news channels and 7 Hindi news channels gathered a total of 54 hours of news coverage. Out of total 54 hours of news coverage around UEFA Euro 2016, 47 hours (86%) was on English news and only 7% on Hindi news channels.

Among players, highest coverage (6 hours) recorded was for 'Cristiano Ronaldo' of Portugal.

(TAM Sports - the Sports Sponsorship ROI Measurement Division of TAM Media Research)

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