It’s not just the fans who are crestfallen about India’s early exit from Champions Trophy 2009. Several advertisers, too, are disappointed with India’s poor show. Some of the sponsors signed on by ESPN-Star Sports include Maruti Suzuki, Samsung, Tata Motors, Bajaj Auto, Havells, Philips and Adidas. The channel had also signed spot buy (10-second advertising time) deals with Sony India, Mirc Electronics, Raymonds, Yahoo!, Aviva, Pepsi, Bharti Airtel and Coca-Cola.
The Champions Trophy is reportedly being viewed live in as many as 183 territories across the world. The tournament commenced on September 22 and will continue till October 5.
With huge stakes involved, India’s early exit from the tournament is surely going to impact viewership from India. exchange4media spoke to media planners on the impact of India’s exit on advertisers.
Disappointed, but to stick till the end
Rajneesh Chaturvedi, National Director, MEC Access, observed, “Whether it is Champions Trophy or the World Cup, there is always a high risk of India’s early exit, and the advertisers are very well aware of this as they weigh all the pros and cons before investing. However, what I do see happening is henceforth advertisers will look forward to better ROI, which could be accountability-led deals.”
Manas Mishra, Country Head, Mudra Connext, pointed out, “Advertisers with prior commitment to the channel cannot escape the tournament and will have no choice but to stick till the end. On the other hand, those without any prior commitments may now do a re-think. A lot of people also have this hypothesis that ODI matches may no longer be a wise investment, and India not doing well in this tournament ironically only adds weight to this hypothesis.”
According to an industry source, India’s early exit from the Champions Trophy was certainly a big disappointment for advertisers. However, there was no choice but to stick till the end.
According to Sanjay Sharma, Director, Synergy, “Cricket, whether ODI or T20, has always been a high risk area for advertisers as it depends on Team India’s performance. It is just like the stock market, nevertheless it is business as usual. Advertisers certainly must be disappointed and will be a little wary henceforth.”