EFFECTIVENESS OF TV ADVERTISING ON MAJOR CRICKET EVENTS IN INDIA

Group 4 Section Gaurav Sharma

Jayati BhambhaniIshaan Dave

Eliath FernandesDisha Gangwani

Dhenu

THE CRICKET SPONSORSHIP SCENARIO IN INDIA

CRICKET SPONSORSHIP IN INDIA

On Ground Sponsorship, Team Sponsorship & Franchise Fee, and On Air sponsorships are the types of sponsorship for cricket events

Major Sponsors :Paytm, CEAT Tyres, MRF Tyres, Vivo, Micromax, Pepsi, Nike, Flipkart, Amazon, Karbonn, Cricbuzz,Oppo

Apparels, E-commerce, Beverage, Automobiles, FMCG companies are the common advertisers/sponsors

The normal TV ad rates for this world cup is going between Rs 4.5-6 lakh for 10 seconds.- World cup 2015

The overall Indian advertisement market witnessed a growth of 10% in 2015, solely due to the Cricket World Cup!

High competition in bids for sponsorship titles and Advertising Clutter (Similar & clichéd Ads)

Target group is 25years+ males

Combined Ad Spend on WC’15 and IPL 8 2200-2500 Cr

Cricket constitutes 60%-70% of sport

sponsorships spend in India

Sponsorship spending on cricket : $479 million in 2015

Cricket is a sport, but in India it is more of a religion

228 million viewers for Ind-Pak WC’15

match

IPL : INDIAN “PROMOTION” LEAGUE "Cricket is a religion in India and IPL is now its most revered temple“ IPL gives instant recognition ,drives massive awareness and wide reach

but not be suitable for niche products The television viewership for the IPL has been the highest TRPs compared

to all the other programmes in India, with an average TRP of 7 IPL 9 reached a massive viewership of 335 million ; seen by more than 50

percent of India’s pay television households Advertisers spent a record Rs 1,200 crore during IPL 9 Spot rates are up to Rs 1.5 lakh (HD) and Rs. 5.75 Lakh (SD) for 10-second

slots in IPL 9 Companies like Vodafone spends upto 20% of its annual Ad budget

during IPL Gionee, the Chinese mobile manufacturers have replaced Nokia as the

title sponsors of Kolkata Knight Riders signing a multi-year deal worth a staggering INR 54 Cr

Flying Machine (Delhi), Lawman Pg3 (Rajasthan), Jack&Jones (Mumbai), US Polo (KKR), TK and TYKA (official kitting partners for most of the teams)

THE IMPACT OF CRICKET SPONSORSHIP / ADVERTISING ON BRAND IMAGE AND SALES

THE IMPACT Companies hope to enhance their advertising and brand recognition by

association with cricket or a cricketer, presenting their brands and products in a positive light

Cricket has extremely wide audience in India and sponsorship leads to a very high brand awareness

Sponsoring a sporting event changes people's opinion which pictures a product or a brand as young, healthy, energetic, vibrant, fast and masculine

Sponsorship/advertising in cricket can: Drive massive awareness/Recall Increase sales (Difficult to estimate) Get good Media Coverage Build Brand Image Increase digital footprint

But cricket sponsorships is not the mantra for brand success. It should be in accordance with the sport of cricket (Brand Relevance is paramount)

It is difficult to estimate ROI when it comes to advertising/sponsorship on cricket

NIKE ‘BLEED BLUE’ CAMPAIGN The campaign gives an expression to the passion that is involved

with cricket in India The campaign flawlessly integrated outdoor, events,

tournaments, fan challenges, online posts & films to inspire the collective soul of the game in the streets and stadiums to Bleed Blue.

Bleed Blue unanimously voted as the No.1 campaign of the 2011 World Cup by various blogs, newspapers & TV channels.

Not just on television, they started a social media activity which garnered a lot of attention

PEPSI: CHANGE THE GAME/CRASH THE IPL CAMPAIGN Global beverage giant PepsiCo bagged the IPL title sponsorship

rights for the five years (2013-17) for Rs 396.8 crore This deal gave them unmatched visibility and buzz to all of their

brands Launched innovative ad campaigns in line with their brand image

involving youth & sports. (Ex. Youngistan ka wow and Change the Game!)

The campaign put the brand Pepsi at the centre of all the action taking place and engaged the consumers

STAR’S INDIAN CRICKET TEAM SPONSORSHIP

STAR’S INDIAN CRICKET TEAM SPONSORSHIP STAR India officially bought the broadcasting rights of all BCCI

matches till 2018 for Rs 3851 crore and has also become the official sponsor of the Indian cricket team

Rationale Extend the brand equity of STAR India beyond GECs

STAR is a global brand. But in India, STAR as a broadcaster is known primarily as Star Plus

Expand the ‘male’ viewership base which perceives STAR to be a drama-oriented network (it doesn’t want to be associated as a women’s brand)

Getting the team sponsorship ensured visibility of Star India with cricket irrespective of the channel on which it is being aired

STAR plans to become a household name

MEASURING THE IMPACT

AD CAMPAIGNS THAT DIDN’T WORK RB’s Dettol Ad during world Cup was a complete failure The audience straight away rejected the tune ‘Dettol Dettol ho’ Similarly, Idea’s IIN campaign was annoying to the audiences These also included Airtel’s My Plan, Saavn with Ranbir Kapoor,

Yepme’s ad with Shah Rukh Khan, Lloyd AC ad with Shruti Hasan, etc.

They were massive shunned on social media and generated a lot of negative publicity for the brands

For some, they even nullified the good advertising they did in the past

WHETHER BRANDS SHOULD ADVERTISE ON OR SPONSOR CRICKET EVENTS IN INDIA

PROS OF SPONSORING CRICKET EVENTS High multiplier effect and good ROI : happens when

innovative and cutting edge advertisements/campaigns are run during cricket events (Eg – Vodafone ZooZoo ad campaign during IPL)

Sponsors paying for the whole tournament : For a company like Vodafone or Pepsi who have 20% of their advertising spends dedicated to cricket tournaments, it makes sense to sponsor the tournament because it gives them consistent ad time plus they are saved from paying fluctuating ad rates

THINGS TO KEEP IN MIND BEFORE SPENDING HUGE ON CRICKET EVENT Know your Target group Cut through the advertising clutter Is your brand aligned with the spirit of cricket events? (Because it

is imperative to establish a connect between cricket and the brand)

Is your advertisement innovative/stands out? Do you have the budget for spending through the season/series? Customer Engagement is important

REFERENCES https://www.youtube.com/watch?v=F7IiQs-rk7U https://www.jwt.com/en/bangalore/work/nikebleedbluecricket/ http://www.afaqs.com/news/story/30154_Nike-When-Team-India-and-

the-nation-bled-blue http://indianresearchjournals.com/pdf/APJMMR/2013/February/13.pdf http://www.afaqs.com/news/story/30549_JWT-takes-Pepsis-Change-t

he-Game-notion-a-step-forward http://www.exchange4media.com/tv/star%E2%80%99s-indian-cricke

t-team-sponsorshipwhat-prompted-the-move_53764.html http://www.afaqs.com/news/story/46139_Know-the-new-IPL-sponsor-

Vivo http://www.impactonnet.com/node/3578 http://www.impactonnet.com/Brands-That-Missed-The-%E2%80%98

Mauka%E2%80%99

THANK YOU