Top 10 Sports in the World
• Soccer – 100+ countries, 4.1 billion viewers
– FIFA World Cup alone garner 1.5+ billion audiences
• Cricket – 25+ countries, 650 million viewers
– Cricket World Cup garner 200+ million audiences
• Tennis – 330+ million viewers
• Hockey – 250+ million viewers
• Baseball – 220+ million viewers
• Basketball - 200+ million viewers
• Volleyball - 150+ million viewers
• Table Tennis - 130+ million viewers
• Rugby - 125+ million viewers
• American Football (NFL) & Golf - 100+ million viewers
Soccer – Rush of Adrenalin!
• FIFA World Cup
– 2006 : Broadcast rights valued at Rs. 7,200 Crores
– Global Audiences garnered estimated at 1.5+ billion
• FAPL’s Premier League in UK
– SKY paid for 3 year contract approx. ~ Rs. 8,500 Crores for Live games & Delayed Telecast (approx. Rs. 3,000 Crores per year)
– Global Audiences estimated over 450 million
• In comparison, IPL Cricket in India
– Max pay out per year (2009) is approx. Rs. 900 Crores
– Global Audiences estimated over 150 million Source : Industry Estimates
What brings Revenues for
Broadcasting?
Case of NBC telecast of
2008 Beijing Olympics
Understanding TV Audiences better…
• NBC secured rights to telecast 2008 Beijing Olympics
– NBC paid Rs. 4,000 Crores in TV rights fees for the Olympics Games
• But, time zones were vastly different
– The Opening ceremony started at 5am U.S. time
– This just wouldn’t bring in the Advertising revenue that a prime time slot 5pm would have earned for NBC
• Olympics Opening Ceremony on NBC was delayed
telecast 12 Hrs to suit US TV audiences
– NBC had a Prime Time audience of 30 million+
– Advertising earnings for NBC touched Rs. 5,000+ Crores
• In comparison, the recent India-NZ series was
telecast Live at 3.30am India time!
– Viewing level at early morning (0.2 TVR) v/s late morning (1.8 TVR) Source : Nielsen Media Research, TAM
If Broadcast respect Audience needs,
Today, Brands value Sports Sponsorship
• In USA:
– Annual TV Ad Spends ~
Rs. 320,000 Crores
– Sports Sponsorship Spends ~
Rs. 50,000
Crores(16%)
• In India:
– Annual TV Ad Spends ~
Rs. 8,500 Crores
– Sports Sponsorship Spends ~
Rs. 450 Crores
(5%)
Sports Sponsorship involves…
A] Quality of TV rights with the Broadcaster
– Live telecast Audiences v/s Delayed telecast
• Ability to aggregate audiences at one moment (Reach)
– Exclusive Rights v/s Shared Rights
• Segregating Telecast Rights by Market needs
– Invoking & maintaining channel Loyal Audiences
• Bringing back audiences match after match (Freq)
– Day & Time of Telecast of the Sport
Sports Sponsorship involves…
B] Organizer’s (Sports Body) understanding of Potential
audience
– Marketing the Sport Event to the ‘Right’ Audience
• “Awareness” & “Interest” generation is key to success
– Understanding the “Opportunity Cost of Time
Spent in viewing” by the Audience
• Balancing Contests to maintain Audience suspense
– Building curiosity around “Stars” of the show
• Celebrity PR
– Receiving Audience feedback thru interactivity
If Sports Bodies and Broadcaster
creates Audiences…
Brand Sponsorship for Sports will Walk-in too!
TV Audiences
How can Audience Research
help to gain Sponsorship?
Research can enhance Sports Bodies and
Broadcaster in building Audiences…
Brand Sponsorship for Sports will Walk-in too!
TV Audiences
Sports Bodies Broadcasters
Identifying value proposition Estimating potential Audience Size Providing audience Exposures to Brands Understanding Impact of Exposures
A Look at how NFL delivers ROI
to Brands associated!
• NFL, the largest sport in USA
– Audiences :
138 million (Reach)
– Broadcast earnings ~
Rs. 14,000 Crores
per annum
– 5 Networks share the Content for telecast
– Audience interest maintained with telecast across
weekdays (Aftrn/PT) with big games on weekends
– Research - Brand visibility & association with
Event
• On-Ground branding, Stadia branding, Event partnership • Profiling viewers, Team & Platform association for brand • Super Bowl event - “8th largest Beer selling Event”
NFL continues to grow year on year!
+ Live Experience of “Suspense” + Creating a “Habit Persistence” + Providing “Complimentary Products”
+ Creating “Stars” among players
NFL Growth EPL Decline & Growth
- High predictability of the Final teams - Games scheduled on Weekends
- No “Complimentary products” + “Stars” built with club transfers
• Today, Audience Research indicates decline/stagnate in F1 GP audiences as “Suspense” factor has decreased in winning Motor Sport!
In Indian context…
What can Audience Research
bring home for Sports?
Can Sports Bodies know where
their Properties stand among Audiences?
• Looking at the Sports Audience ROI across
properties…
- Cricket may rank as no.1…but… - Soccer, Tennis,
F1 are catching up!
- Latest Hockey win hopefully will spur viewing
22 13 252 76 0 50 100 150 200 250 300 2005 2006 2007 2008 Vo lu m e (i n h rs)
Figures are based on Duration (in hrs)
Post year 2006, Sania Mirza declined in lime light of Endorsement World
Sania won titles like Sunfeast Open (Doubles), Gold & Silver Medal at Doha Asian Games in
Mix Double & Single
Can Sports Bodies know which
“Stars” to Promote?
Lower visibility in Media mean more resources required to build “Star” appeal value for Potential
Tennis Audience
7 brands
10 brands
Can Broadcasters know the size of their
Potential Audiences?
• Sports like Soccer have huge viewer Potential. It needs to be tapped effectively…
Can Broadcasters know whom to target
their communication to garner audiences?
• While core Sports audience have a younger profile, Sports like Soccer, Tennis has skew to SEC AB segment of viewers
Can Brands know what
Properties to ride on?
15% 13% 11% 10% 10% 17% 13% 11% Kolkata Knight R Mumbai Indians Rajasthan Royal Chennai Super Kings Delhi Dare Devils Punjab Kings Bangalore RC Deccan Chargers
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