FIFA World Cup 2018: SPNI gets 35 brands on board as finale approaches

According to industry experts, the 10 second ad rate for the quarterfinals to finals has increased to over Rs 8 lakhs from Rs 3 lakhs at the start of the tournament

e4m by Sonam Saini
Published: Jul 13, 2018 8:55 AM  | 3 min read

Sony Pictures Network (India), the official India broadcast partner for FIFA World Cup 2018, has now got 35 brands on-board as the championship gets closer to it's last leg. SPNI started the FIFA World Cup 2018 with 15 clients including sponsors and spot buyers. The finale between France and Croatia will be aired on July 15, 2018 at 8.30 pm.

As of now, RBI, USL, Amazon, Big Basket, Dream 11, Future, Disney Pictures, Netflix, Fox Star, Cello, Kotak, Idea, Mcenroe, MP Birla Cement, Tata Motors Commercial, Pernod, ITC, Zodiac, Sony India and HUL are among the 20 new brands. SPNI signed 15 brands at the beginning including Hero, Association of Mutual Funds in India (AMFI), Honda Motors, VW, Apple, Parle Agro, Castrol, Apollo Tyres, Uber, Indeed, Carlsberg, Amul, HDFC MF, Airtel, and Adjavis.

According to industry experts, the 10 second ad rate for the quarterfinals to finals has been estimated at over Rs 8 lakh. As earlier reported by exchange4media, the key packages i.e title and presenting sponsorship was ranging between Rs 10-15 crore. Associate sponsors deals were between Rs 3-7 crore depending on the involvement of the brand while spot buyers were Rs 2-3 lakhs at the beginning of the tournament. 
Dhruv Jha, IPG Mediabrands Head Content and Experiences, said, “The brands that have been part of FIFA World Cup have been fairly well rewarded. The match timings have been very good and interest in the tournament was high and I think people are getting more inclined towards football. FIFA WC been a conversational piece right across the country.”

Rohit Gupta, President, Network Sales and International Business, SPN, said, “ The inventory has been completely sold out. The advertisers' response has been great.”

As per the data shared by SPNI, the tournament that is being telecast live on Sony Ten 2, Sony Ten 3 and Sony ESPN channels and live streamed on SonyLIV app & website, garnered over 192 million viewers across 58 matches played until Week 4 of the tournament. 150.7 million viewers watched the World Cup on TV and over 42 million viewers live streamed it on SonyLIV app and website.

The 58 live matches of the 2018 FIFA World Cup Russia has been watched by 96.7 million viewers across India on the sports channels of Sony Pictures Networks. The 8-pre-quarter-final and 2 quarterfinal matches telecast in Week 4 have been watched by 57.1 million viewers (BARC, All India, CS2+, LIVE matches, SPN Sports Network).

On the other, 63.1 million viewers in rural markets across India have sampled SPNI television coverage of 2018 FIFA World Cup Russia – 42 percent of the overall TV reach (BARC, All India Rural, CS2+, LIVE matches+wraparoun shows+highlights+repeats+surround programming of FIFA World Cup, SPN Sports Network)

The top markets in terms of highest reach for live matches were West Bengal with 20.4 mn followed by Kerala with 16.9 mn and Maharashtra/ Goa with 10.5 mn. North East registered 10.1 mn reach.

This year the tournament has been rather exciting and unpredictable. “Except France and England, all the big teams were out, which again roused the interest in watching football," said Jha.

The opening match of the FIFA World Cup between Russia and Saudi Arabia garnered 6.5 million impressions as per the Broadcast Audience Research Council (BARC) India data of week 24.

The final between France vs Croatia will be aired on July 15, Sunday on Sony Ten 2 (SD&HD), Sony Ten 3 (SD&HD(Hindi)), Sony ESPN SD (Bengali, Tamil, Telugu, and Malayalam). The Third place play-off between Belgium and England will be aired on July 14, Saturday on Sony Ten 2 (SD&HD), Sony Ten1 (SD&HD(Hindi)), Sony ESPN SD (Bengali, Tamil, Telugu, and Malayalam).

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