Can IPL5 make a comeback for advertisers?

January 17, 2012 Leave a comment

After four editions of the IPL that went successfully for advertisers, the last one saw a decline of 40% in average viewership from 5 to a little over 3 in TRP ratings. With 160 mln viewers expected this year again across the 70 odd matches, the sponsors may not lack visual display opportunities but add on advertisers esp those who pay match day list prices may not be willing to keep the budget for IPL5. that’s still 5 mln people per game in this countruy of 1.1 bln with 500 mln Tv Sets (300 mln  TV households )

Global sports brands like the Superbowl will also be looking at lower aud

Rahul dravid Bangalore Royal Challengers

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ience participation this year , even the NBA restricted to a smaller schedule. Only the premier league has managed the usual 200 mln plus audiences other than a disappointing Liverpool year for Stanchart, and the Top 3 moving down, viewership kept up nby new teams like QPR and our own Venky’s Blackburn.

Chennai of course will not be primary this year both Srikanth and Dhoni having stolen sponsor dollars with their non performance outside India and irreparably damaged the Superkings brand for some. There will still be Indians, Gayle force , unless he has retired, Royal Challengers and others.

Sponsors and ad buyers may also split budgets from the IPL 5 this year in favor of the Diwali F1 extravaganza and SET MAX might not hang on to list prices on the card for long. Last year the rates had jumped between 500k to 900k per 10 seconds, from 300k per 10 seconds in the opening year. Superbowl spots still retail for a $1 mln per spot

The latest edition of the IPL starts two months after Superbowl Sunday.

Also read our Superbowl opener for Marketers
Are you ready for Indy? | Superbowl XLVI | Social Media and New Markets http://bit.ly/villendy

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Can IPL5 make a comeback for advertisers?

January 17, 2012 Leave a comment

 

 

 

 

 

 

 

 

Filed under Financial Services, IPL, Lifestyle Brands, Marketing, Sports, Sports Marketing

Toons are back, Steelers | Advantage Brands

January 28, 2011 Leave a comment

An old Green Bay Packers jacket on exhibit at ...

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“I have a confession to make, Wabbit! said I. to which the rabbit did not reply, But I have not spent that much time on the great XLV this time around as a lot of the injuries and the “wok” in other markets kept me away( a lot of that was lack of work – hint) It seemingly does not matter to anyone as it is Marvin the Martian taking on Nike Jordan amidst all the cars ( Check the Advantage Brands home at brands.advantages.us) and that drunk creäture bobbing ( if you take all the 5 Bud ads, the creäture would be the Bud can, which they can still animate if they want) its head in pride place.

The Superbowl seems to have sobered up with Go Daddy seeming inconsequential and not just Marvin the Martian but Marvel Comics itself bringing America’s family heroes to the couch in between all the 1st downs and turnovers which let Aaron Rodgers think if he has anyone left in the team to use his talent ( hint Packers vs Steelers) Of course the game might be tough with the Green Bay Packers working on their defense but the advertising has definitely got more heart in it. Avoid the viral stuff, is our last recommendation for this piece. Thanks Capt America fans for coming to the Superbowl.

Go Steelers!

American football with clock to represent a

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Credit Agricole pulls out Ad campaign for France | Advantage Sports

June 22, 2010 1 Comment

In a startling development, sponsors of the French soccer team, Credit Agricole pulled out their TV campaign celebrating the French Soccer team after the team performed abysmally and as the sponsors put it  - “is embattled in controversy”

The team’s corporate sponsors have held conference calls to voice their anger at the players’ refusal to train.

There are very few active sponsors out there who take pains to step on to the field and some may still debate whether they have such a role to play , in any sport. However Corporate sponsors and budgets are an important part of the team’s brand and they need to carry a fiduciary responsibility, to be executed in a formal role withe the team. It may seem opportune here that this might happen thru an existing sports functionary on the team. Similar fracas in IPL with team owners or the clubby nature of teams in NFL or the NBA show light on the critical role team owners and sponsors play.

However sports persons are right in their sometimes standoffish stance to these entreaties  in that this role is sprung on them and typically on a bad day. Though formal processes are over hyped and narrow in approach, sports persons can’t be expected to absorb the role of the sponsor/owner as and when it happens and debates on such interventions during disruptive climes are warranted.

In this particular case as well, there will be popular support for the action and sports officials will be on the wrong side arguing for the sake of argument or apologising for their poor performance in front of a theatrical act. It may now become important for everyone to assume the important role of corporate sponsor into the team’s fabrc and provide a discerning option for sponsors and/or corporate owners that want to distance themselves from the game.

While we were tempted to carry this opinion in our financial research streams, we thought it wise to let the game go on without this undue stress.

Ft.com

Sponsorship and TV rights of the French national team are worth €70m ($86.3m), according to Les Echos. The team sponsors are retailer Carrefour, utility provider GDF Suez, Crédit Agricole, SFR, the telecoms company, and sport goods maker Adidas.

And China never qualified

In a eerie blast of icy change, today’s LA Times blogs carry Asian stories prominently leading with rural BPO in India and blogging about how Soccer is still alien to China. Knowing our asian brethre, they wouldn’t be far behind next time in Rio..

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Soccer Aid for Social Champions | Advantage Sports

June 7, 2010 1 Comment

Live Aid Pioneers inspired Robbie Williams to start this charity game for the English Team vs the Rest of the World. Every year it raises $3 million dollars though yesterday’s game saw Rest of the World team beat England at Old Trafford. The Soccer Aid game includes quiz shows etc and is held biennially, the next in 2012 and then on the eve of the 2014 Rio World Cup.

SA is generating revenues form second tier national sponsors and some more local sponsors while FIFA agreements have been discussd earlier in a April preview.

Football Clubs still value at more than $500m for the top 3-4 clubs but most from Italy and Spain ( Inter Milan / Barca )

Jun. 06, 2010 - United Kingdom - Football - Unicef - World Cup Soccer Aid Charity Match - Old Trafford - 6/6/10..Rest of the World celebrate with the trophy after the match.

New infrastructure in Jo’burg includes revamped Soccer City and Ellis Park stadiums at a cost of R$ (ZAR) 1 billion each and redesigned slums near the Ellis Park area..A dozen odd stadiums with a min capacity of 50K will play host starting Friday

Coca Cola is continuing the Open Happiness campaign at least in Asia during the Cup with a lot of pubs in the region stymied by the midnight games

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It’s in the beer | Advantage Soccer

June 6, 2010 1 Comment

The sport that is watched by 200 million people well ahead of any other sports fest, even as Asia tunes on bleary eyed and US watches in hope of being called into the ring.

But it’s orbit is equally and more so defined by Beer and Coca Cola. YOU ARE YOUNG! Drink Up. [I am a great fan of the beer in question..Here's to FIFA World Cup, Germany and Brazil]

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The Jay Leno Show and Nielsen

April 5, 2010 1 Comment

Tv is back. Where did it go, you ask me? Well ask their accountants and they’ve had some sordid tales to tell these last few years. Not to mention the confusion over network signing up cable channels and disowning them even when big days like Oscars were around. Takeovers of NBC by a Cable Company. Fraud at another. superbowl sales being watched like a hawk for tell tale signs of recession. GM not signing some of its sports sponsorships again. Banks out of their favorite sports sponsorships. They all dealt a huge blow to Tv even as the side show on Pay walls continues to fuel the game of ad revenues versus content sponsorship..the latter being a concept we all want but with no way to monetize it. From the days of Buddy Holly when Cadillac Records showed the World how to mint money from music, everything else and music have been on show on Tv, on the networks. You reach audiences of 40 million across runs, re-runs and DVR recordings for time shifted viewing.

Jay Leno got ahead of Conan simply because the audiences wanted to call it a day earlier and now by September Conan will be back…$30 million a year for another Saturday Night Live..Viewers outside the US fall for Soap and Sports but also more business news content thant Stand up comedy, but that just shows they haven’t seen enough Tv yet..And then there is a dozen of those reality TV shows like American Idol and $6 billion from CBS to broadcast NCAA Basket ball for 11 years for ..behold.. 96 teams.

Here’s the amazing takeaway from a piece of Nielsen History

When Arthur Nielsen introduced the Audimeter (his first metering device) in 1936, there were only about 200 television sets in use worldwide. When the Nielsen national TV measuring service was established in 1950, the average American household that owned a television had only one set and received three network telecasts.

Also these American only contnet or Indian only Content all spliced by one You Tube and one google.com..enough ofr a lifetime of internecine fighting and back biting..with Jay Leno at 10 p.m. Content will win, not advertising.

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The Coca Cola Tour of the World!

April 2, 2010 1 Comment

As of March 31, the FIFA World Cup Football Trophy has reached Belgrade in Serbia on its way to Jo’burg for the princely open

In the mean time, IPL continues to draw audiences of 240 million till date in the 3 week tournament. You know what to spend on when you pend on Tv. F1 seems to be stabilizing with the new rules too. Bahrain is going to be very well attended from the comfort of one’s own homes.. Imagine an audience of 200 million together with access to social media…

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In Stadium revenues are rising for IPL | Advantage Sports

March 23, 2010 2 Comments

Much leass was available when we started the SPorts Marketing Channel on our Marketing Blogs here. Well today with the two new teams bidding for a starting value of $700 million, almost at par with the one Manchester United and much more than other EPL clubs, IPL has definitely arrived. More than the online chatter and Brand extent in TV ratings that routinely exceed 4 and reach a TV audience of even up to a 50 million on a single match day, it has posted a serious challenge oto NFL and NBA in its impact on gate. Where earlier Gate revenue for a ODI in Cricket was a healthy INR 40 million in a sell out, the Current IPL ticket prices are budgeting for INR 80 million or an extra $ 1 million from each of the matches at the less than 50,000 capacity Chinnaswamy Stadium in Bangalore.

Wth an annual outgo of $37 and $33 million from the Pune and Kochi franchises, they have to work that much harder to keep operational expenses like stadia rents low and gain on the team sponsorship and in-match revenues while making the mandatory player spend of more than $15 million and consequntly operational expenses to keep the franchise afloat. The Central sponsorship pool from the IPL dwindles starting from year 3 as well

In Stadia revenue from each packed out stadium would mean in excess of INR 3600 million or closer to $100 million for the current 8 teams in the third season, while the added teams would have a little less revenue value per ticket in Pune and Kochi but may more than make up for it by enthusiasm.

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The IPL Ad bonanza | Advantage Brands

March 9, 2010 1 Comment

I must right now say the disclaimer as well, just in case you have expectations of more inside stories. Well, this here is just an attempt at collating all the brands that have put together campaigns in the last 2 months and as such would be likely appearing in the 50 day long IPL3..Sony having sold 600 hours of advertising in the two month fest.

The GM Cruze vs Volkswagen Touareg would definitely set the league on fire with Cruze going so far as to show two racing cars. The Tide vs Rin challenge is however unlikely to appear. A good plan would be for the SBI Life and the even newer ICICI ‘Khayal aapka’ old lady making it in the IPL. Does not sound so sporty but the older set would really appreciate during the dinner games every day from 8 pm

And come March 12, we should be rid of those abhorrent Ads from SET MAX showing gly IPL lead ins..The one about the young set commentating there is especially a known put downer. Of course, the hits keep coming from both Airtel and Vodafone..people looking forward to more Zoo Zoos. Also with the strategy break only 2 and a half minutes, there would be more urgency to stay on field. On Display boards and in stadia advertising we should get the usual supporting evidence of Hero Honda and Samsung/ maybe some LG. That is total should cover all my household purchases excet for some Tea and cookie ads..but yes the biggest budgets are likely to be that of Coke with Imran and Akshay from Bollywood and Pepsi with all its drinks and food brands, adventure sport campaign from Mountain Dew a virtual certainty

Canon’s come back story seems to be a well kept secret in the marketing circles, and we are almost sure their campaign won’t be a featured run.

[YouTube=http://www.youtube.com/watch?v=7fkq6EpbKgM&feature=player_embedded]

A lot of the sponsor brands have run out of time to make their presence felt. I would have suggested higher visibility for some of them. and of course Irene’s Cadbury Kraft story too..

More gossip and cricketainment here..

When there is a new Pepsi/Coke campaign on air, you know that summer is near. Coke launched its new campaign with a new brand ambassador – Imran Khan. This is the first brand endorsement deal of Imran Khan. And he follows the footsteps of Mamujaan Aamir Khan who has been endorsing Coke since last few year.

Imran stars with Kalki Koechlin in the new Tv commercial. The new campaign “Open Happiness” has been conceptualised by the creative team of McCann Erickson that includes Prasoon Joshi, Ashish Chakravarty, Tirtha Ghosh and Nakul Sharma. And the film has been directed by Dibakar Banerjee. If you havent seen it yet, click the play button.

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