Pro-Kabaddi 5 witnessed 59% spike in viewership: SilverPush Report
SilverPush has released the ‘TV Advertising Mapping Report’ for the Pro Kabaddi League 2017 which highlights key insights based on the data captured and analysed during PKL on Indian TV channels
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Since its launch in 2014, Pro Kabaddi League has transformed the sport into an aspirational event for players and fans alike. The tournament has succeeded in creating a holistic and sustainable ecosystem for Kabaddi with each successive season witnessing a significant in-stadium attendance growth, rise in television viewership and digital reach amongst rural and urban audience.
Taking things far higher, starting 2017, Chinese handset maker Vivo Electronics acquired the title sponsorship rights for the Pro Kabaddi League for a period of five years. The deal is valued at Rs 300 crore. The overall PKL season 5 sponsorship income has increased by 320%, which is more than four times.
SilverPush, a data-driven marketing company, has announced the first round of findings around ‘TV Advertising Mapping Report’ for the Pro Kabaddi League 2017. This report highlights key insights based on the data captured and analysed during PKL on Indian TV channels. The analysis sheds light on the most active brands of the league on TV and a special analysis on how excited the viewer is about PKL5. These insights are meant to help marketers understand whether a brand can own this TV to digital transference and create connect with the audience on digital when they are most receptive and conditioned to the brand’s message.
Rise in the number of viewers and sponsors
As per the findings of the report, there has been an exceptional rise in viewership for the league over the last four seasons. This season saw a surge of over 59% in viewership as compared to the inaugural day of season 4. The rising popularity of the event among consumers has invariably resulted in an increase in the number of advertisers wanting to own ad spots during PKL.
The report reveals that the number of advertisers doubled since week 1 of PKL5 (currently over 20+ brands dominate the space). The mix of advertisers this season included categories such as mobiles, two-wheelers, distilled spirits, finance and many more. What is interesting to note is that more than 50% of the brands that advertised during PKL5 are those that cater to men.
When it comes to IPL viewership, prime time continues to be the sweet spot even with PKL5, carrying over 49% of the ad spots. Furthermore, the report highlights how brands are interested in advertising during midweek as compared to the start of the week.
The report further states that mobile phones as a category owned maximum ad spots this season. A deeper analysis on the impact of PKL5 TV ad breaks on the digital journey of mobile phones, mutual funds and distilled spirits showed a sharp co-relation between the search volume and TV ad spots during the match hours. Two-wheeler category ads, on the other hand, haven’t brought about any noticeable shift in the brands’ digital uplift in spite of being a heavy spender. As per the report, FMCG, telecom and entertainment categories account for less than 10% of the ad spots owned this season.
PKL5 this season aired over 20K ad spots (from July 28 to Aug 31) across channels. They had a mix of nine creative sets of which the Face Off and Rohit Kumar creatives were aired the most. Viewers were actively looking for PKL5 on digital during the end of the week i.e. Friday onwards and these searches for PKL5 were at its highest during 8 pm to 9 pm.
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