2019 to break all records of cricket consumption on TV & Digital: GroupM's ESP Properties

According to ESP Properties, GroupM’s sports and entertainment marketing agency, ad spends in sports and entertainment marketing are expected to grow and evolve in 2019

e4m by exchange4media Staff
Published: Feb 26, 2019 6:25 PM  | 4 min read
ESP Properties

ESP Properties, GroupM’s sports and entertainment marketing agency, has announced its top Sports and Entertainment Trends for 2019. 

According to Vinit Karnik, Business Head, ESP Properties India, “2019 will be a year for sports and entertainment. With cricket on our minds for more than half the year, brands would want to revolve their game around the sport and the athletes. While e-sports is also becoming big, it has come a long way, and it is only expected to get bigger. With almost 20 per cent of the share of spend expected in digital, ad spends in sports and entertainment marketing is expected to grow and evolve.”

Here are some of the top Sports and Entertainment Trends for 2019: 

Cricket to dominate media and mind measures in 2019

Cricket is in full swing in H1 2019 with Team India moving bases from Australia to New Zealand post the ODI series and following it up with hosting Australia in February to play ODIs and T20s. Then comes Vivo IPL and ICC Cricket World Cup, making Virat Kohli and his boys the talk of the town for the first six months of 2019, and literally monopolising consumer eyeballs and advertising money.

2019 will break all records of cricket consumption on TV and Digital. With the ICC World Cup in England and Wales, and considering our love for London, Indians will break all worldwide records of travelling overseas to watch the matches and boost sports tourism economy. With such a start to the year, emerging leagues may have to reset themselves to make their presence felt and stay relevant.

Embrace the athlete, embrace their stories

One of the biggest marketing trends of this year will be storytelling and we expect talent to unlock maximum value in 2019. Sporting landscape, led by cricket, will see the true value of talent beyond the top cricketers being unlocked. Audiences not only want to be taken on a journey, but also want to connect with brands.

Brands which can use athletes and their storytelling power will garner massive interest from fans and advertisers owing to mass media exposure via TV and one-to-one engagement through social communities, rediscovering their true value. Federations and leagues will carefully evaluate talent contracts in terms of talent usage rights for self, sponsor activation and scope of the engagement. With social media becoming the primary engagement platform, the right balance between personal and public imagery will be the most talked and debated in 2019. One can’t rule out a policy for talent on national duty for social media engagements and media appearances. This space will be super exciting in 2019, hence watch this space closely.

Definition of ‘sellable’ content to be rejigged by newer monetisation models

Experimental content is facing challenges to release in large-scale formats like cinemas. With newer digital platform and content taking center stage, story telling will be redefined with a lot of experimentation and fresh feel. For example, content series like 'Lust Stories' and 'Love, Per Square Foot' have managed to harvest a completely new group of audience via digital-only release. This trend is expected to continue with more such content seeing the light of the day.

Broadcasting platforms to lean on data-driven insights and player access to engage and build fans

While traditional broadcast passed on Gold Standards of Content from linear to non-linear platforms, best practices in Consumer Engagement will move from non-linear to linear platforms. For example, Watch ‘n’ Play on Hotstar during Vivo IPL 2018 redefined Consumer Engagement norms for the traditional linear broadcaster(s) to follow. Moreover, increasing insistence on player access as a ‘Sponsorship Right’ in the sporting ecosystem is bound to blur lines of personal endorsements. With professional sporting ecosystem in India being over a decade old, advertisers have started looking at ‘Sponsorship’ as a one-stop solution to media exposure and talent access.

Mobile Gaming to take center stage in the competitive CPU dominant Professional E-Sports World

Globally, professional e-sport competitions are primarily held on a computer, and consoles and mobiles take a backseat. In India, we’re witnessing a different trend where tournaments being held on the mobile, courtesy - PUBG on mobile with DAU of approximately 10 million, which is more than any other game in the world across any platform. This is already giving gamers in India nearly half the prize money of an e-Sports League India and this is only going to grow further. There will be so many more mobile e-Sport tournaments which will be seen in the coming future.

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