Dual C&S feed (Hindi & English) in Cricket telecast – Asia Cup

Table of Contents

1. Effect on Viewership

2. Skew of Hindi & English in different Markets
· State-Wise
· Zone-Wise

3. Cost-Benefit Analysis

4. The Best Combination


Background

Cricket telecast formats are undergoing drastic changes in terms of having multiple feeds, i.e., DD or C&S to DD & C&S, and recently a format of DD, C&S English & C&S Hindi in Asia Cup. This has posed lots of questions in the minds of Advertisers and Media Specialists, whether to buy DD / C&S English or C&S English / C&S Hindi, etc.

But before arriving at any decision, the following questions need to be answered:

Who is benefiting out of this - Channel or Advertiser?
1. Is the viewership increasing for Cricket?
2. How is the audience getting distributed amongst these channels?
3. Which market is skewed toward which feed?

Finally deciding: “Which is the best combination to go for?”

Let’s see what has happened to the viewership

TG : Males, 15+ yrs, SEC ABC in C&S Homes Source : TAM



• Through multiple feeds there is no increase in viewership of C&S homes
– The audience is just getting fragmented
– English feed retains its supremacy
– Hindi feed getting divided into DD1 and Star Sports

Market Skew on the Feeds

North-West Skewed towards Hindi

East Skewed towards English



TG : Males, 15+ yrs, SEC ABC in C&S Homes Source : TAM

DD Scoring High in South

Zone-wise skew shows following trends




• ESPN high on All-India
• DD very high amongst South C&S audiences
• Star Sports very high amongst North-West C&S audiences, even more than ESPN


Important to Know : The implication of fragmentation on cost?


· Increase in CPT by more than double due to fragmentation
· C&S Hindi the costliest option
· Advertiser is at a major loss both in terms of Viewership and Spends

The irony is that no one can do anything about it. But, to have the best value for money, one should invest in the best of the combinations available.

Hence the Combinations in C&S homes are:

TG : Males, 15+ yrs, SEC ABC in C&S Homes Source : TAM
* Impressions in Lakhs
**Per match & CPT of one 10 sec

Hence, the Dual feed format in C&S with DD is leading to inflation, and the advertiser needs to spend much more money to get the same audience which he used to get in the earlier formats. Therefore, to get the best value for money, the best combination needs to be selected on the basis of Market Priority and Target Audience.

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