Top Story

Home >> Media-TV >> Article

Cricket mania continues

04-February-2004
Font Size   16
Cricket mania continues

The India Zimbabwe match yesterday – a Perth match again – saw India winning by four wickets. Though there was not much interest left in this match, the simple reason that it was being played on the pitch where India lost by five wickets to Australia, would have made cricket fans watch the match.

Most of the excitement, however, would be reserved for the Best of Three Finals on February 6, 8 and 10. As per industry sources, there is a lot of interest in these matches and the asking rate for the new advertisers would be Rs 10 lakh plus per 30 seconds – demand here is expected to be much higher than supply.

Though, India’s last match with Australia was nothing to write home about – cricket enthusiasts are blaming it on the turning wicket. Indian matches in the series have garnered great ratings and the ratings for the India – Australia matches are even cooler.

Let us look at ESPN’s performance in this series (Source – TAM Media Research – 9th to 24th January 2004). TG under consideration is 4+ C&S and 15+ males, all TAM markets. The first India-Australia ODI delivered ratings of 6 and 8 for the two target groups respectively. The second ODI delivered ratings close to 8 (TG - 4+) and 10 (TG – 15+ males). The third ODI saw ratings close to 6 and 8 for the two target groups.

Ratings for the India-Zimbabwe matches, though not as exciting, are impressive enough. The first match between the two sides saw ratings averaging around 3 and 4.5 for the two target groups respectively, the second ODI delivered TRPs close to 4 and 6, and the third had ratings to the tune of 5 and 7.

Matches between Australia and Zimbabwe fetched ratings in the proximity of 1 for 4+ TG and close to 2 for 15+ Male TG.

Now, of course, all eyes are on the Finals and more so, on the second final as its on a Sunday. States Amit Ray, “Cricket is not about ratings alone, it is almost a religion and the involvement levels are very high. The second final would fall on a Sunday and the hunch is that it would be the most heavily viewed match of the series. As far as I know, every single slot on it is sold out.”

Amol Dighe, Investment Director, MindShare Fulcrum, states, “The next three matches might not be too ahead but would definitely perform better than the completed India-Australia matches. The matches in the series have been closely contested and that is the reason for such high continued viewer interest.”

Does it make sense to advertise at rates tipped to be more than Rs 10 lakh per 30 seconds? States Dighe, “To begin with, I do not have confirmed information as to the ad rates being so high. And then again, it would differ from one target audience and brand to another. If you are talking to an adult male, cricket provides you a captive audience and then investment in the series even now can make good sense.”

The India-Pakistan series is said to be heavily priced too. What is more, even the inventory, as per industry sources, is more or less full. Would it lead some of the advertisers who were not able to find a slot there to the India-Australia Best-Of-Three final? Not likely believe media experts. States Ray, “Highly unlikely. Market scenario will change, and the advertisers would not prepone their spend just to be on cricket – it is not easy to change your complete brand communication strategy.”

Dighe endorses, “Timing of the match is very important. It is unlikely that one would shift the campaign just to be on cricket. If you can’t advertise on cricket for whatever reasons, you will look at other options – and these options are available for spot buy guys. If you want to be present there as a sponsor – then it might be a different story.”

Well, three days to go for the final. We might as well wait and watch what happens. The excitement might not be as high as while battling it out with our traditional rivals in the cricket field. However, there is a thrill in giving Australia a run for money in its own country. What say?

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.