Audiences create Sports

Transcription

1 Audiences create Sports

2 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 million viewers Volleyball million viewers Table Tennis million viewers Rugby million viewers American Football (NFL) & Golf million viewers Source : Nielsen & Industry Estimates

3 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

4 What brings Revenues for Broadcasting? Case of NBC telecast of 2008 Beijing Olympics

5 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

6 If Broadcast respect Audience needs, Brands value it too!

7 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%) What ails Indian Sport Sponsorship market?

8 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 Serving Sticky Content thru the match hour

9 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 Using Audience Research data to create Benchmarks

10 If Sports Bodies and Broadcaster creates Audiences Sports Bodies Broadcasters TV Audiences Brand Sponsorship for Sports will Walk-in too!

11 How can Audience Research help to gain Sponsorship?

12 Research can enhance Sports Bodies and Broadcaster in building Audiences Identifying value proposition Sports Bodies TV Audiences Broadcasters Estimating potential Audience Size Brand Sponsorship for Sports will Walk-in too! Providing audience Exposures to Brands Understanding Impact of Exposures

13 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 - 8 th largest Beer selling Event

14 NFL continues to grow year on year! EPL Decline & Growth NFL Growth - High predictability of the Final teams - Games scheduled on Weekends - No Complimentary products + Stars built with club transfers + Live Experience of Suspense + Creating a Habit Persistence + Providing Complimentary Products + Creating Stars among players Today, Audience Research indicates decline/stagnate in F1 GP audiences as Suspense factor has decreased in winning Motor Sport!

15 In Indian context What can Audience Research bring home for Sports? (6 Sample Questions)

16 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 levels

17 Can Sports Bodies know which Stars to Promote? Post year 2006, Sania Mirza declined in lime light of Endorsement World Volume (in hrs) Sania won titles like Sunfeast Open (Doubles), Gold & Silver Medal at Doha Asian Games in Mix Double & Single 76 7 brands 10 brands 252 Lower visibility in Media mean more resources required to build Star appeal value for Potential Tennis Audience 5 brands 3 brands Figures are based on Duration (in hrs)

18 Can Broadcasters know the size of their Potential Audiences? Sports like Soccer have huge viewer Potential. It needs to be tapped effectively

19 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

20 10% 17% Can Brands know what Properties to ride on? Kolkata Knight R 10% Mumbai Indians Rajasthan Royal 11% 15% Chennai Super Kings Delhi Dare Devils Team visibility on PR 11% 13% 13% Punjab Kings Bangalore RC Deccan Chargers

21 Can Brands identify the most visible platforms for maximum ROI? Tracking every platform : In-Stadia & On-Screen

22 It is for answering these questions that we have. To know more on TAM Sports offering, over to Praddy