Top Story

e4m_logo.png

Home >> Media - TV >> Article

India-South Africa ODI ratings fail to impress media planners

08-March-2010
Font Size   16
Share
India-South Africa ODI ratings fail to impress media planners

According to TAM data, the recently concluded India-South Africa three One Day match series, which saw India in remarkable form and a record-setting double century by Sachin Tendulkar, has received an average of 5.0 TVR. This TVR is a combination of both Neo Cricket and DD1 for all India market in the TG of CS 4-plus years from February 21-27, 2010.

The first match aired on February 21 received a TVR of 5.8 per cent, followed by TVR of 5.4 per cent on February 24, and TVR of 3.8 per cent on February 27, which is the lowest in the series.

When asked to give their comments on the ODI ratings, media planners were a divided lot. While some of the media planners considered the ratings to be good, others said that the ratings were below expectations.

According to Rajneesh Chaturvedi, National Director, MEC Access, “I believe that the ratings are decent, however I would have expected a little more, perhaps 20 per cent more. All three forms of cricket have their own merits as far as advertising is concerned. In fact, advertisers use cricket very successfully in their marketing plans.”

R Venkata Subramanian, VP, Lintas Media Group, said, “We expected ratings between 5 and 7 TVR. However, there has been a lot of cricket in the past few months and with back to back cricket tournaments, a TVR of 5 per cent is good, and the way India is playing, I feel even test matches will draw more eyeballs.”

Narendra Kumar Alambara, GM and Head of Starcom, Chennai, remarked, “I don’t think advertising spends on cricket will come below the threshold, and even if it does, it will be much higher than the advertising spends on other sports. There are enough cricket opportunities, and advertising on all three cricket formats will continue. However, the advertisers will have to choose those series that they believe will give them better ROI.”

It may be noted that while Neo Cricket was the broadcaster of the India-South Africa series, DD1 had also aired all the matches that involved India. Handset manufacturer Micromax was the title sponsor for the India-South Africa ODI series.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking