TAM Media Research Pvt. Ltd. - Cricket continues its dominance … · 2018. 3. 6. · Airtel ODI...
Transcript of TAM Media Research Pvt. Ltd. - Cricket continues its dominance … · 2018. 3. 6. · Airtel ODI...
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Cricket continues its dominance in Year 2010…
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Source: TAM Peoplemeter System TG: CS 4+ Market : All India
176 Mn. 155 Mn. 118 Mn.
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Top 10 Sports Event in India = All Cricket Events
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Top 10 Sports Event in Y 2010
DLF IPL T20 2010
Micromax Mobile Cup 2010 (Ind vs. SA)
Airtel ODI Cup 2010 (Ind vs. Aus)
Idea Tri-Series Cup 2010
Airtel ODI Cup 2010 (Ind vs. NZ)
Airtel Test Cup 2010 (Ind vs. Aus)
Jaypee Infrastructure Test Cup 2010 (Ind vs. SA)
Airtel Test Cup 2010 (Ind vs. NZ)
Micromax Asia Cup 2010
Micromax Tri-Series 2010 (Ind-SL-NZ)
Source: TAM Peoplemeter System TG: CS 4+ Market : All India
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Indexed Growth based on Programming Hrs; Indexed Year: Y 2003
3 fold rise in Cricket content since Y 2003
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Source: TAM Peoplemeter System TG: CS 4+ Market : All India
Avg. Time Spent by Universe on Cricket has decreased
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Source: TAM Peoplemeter System TG: CS 4+ Market : All India
WC 03: 57 Mn. viewers
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Source: TAM Peoplemeter System TG: CS 4+ Market : All India
WC 07: 105 Mn. viewers
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Gujarat and Maharashtra remained the top Cricket WC viewing markets
West Bengal
Maharashtra Gujarat
Gujarat
MaharashtraMadhya Pradesh
Source : TAM Peoplemeter System; TG:CS 4+ Yrs;
Channels WC 07: MAX, SAB TV & PIXChannels WC 03: MAX and Sony
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Source: TAM Peoplemeter System Market : All India Channel (07) : MAX + PIX + SAB TV & Channel (03): MAX + SONY
Contribution from Males, 15-24 and 35+ years
Gender Age Group SEC
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Source: TAM Peoplemeter System Market : All India Channel (07) : MAX + PIX + SAB TV
Gender Age Group SEC
Heavy Viewers WC’07 – Major viewing contributed by Male viewers, Age: 35 years +, SEC: B & D/E
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Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India
PRE DURING POST
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9 times growth in Sports’ viewership
Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India
PREDURING
POST
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Based on Ad. Volumes Channels WC 07: SET MAX, SAB TV & PIXChannels WC 03: MAX and Sony
Brands Almost Doubled
Ad Volume Doubled
Advertising volumes doubled in 2007
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21
Auto (21%)
Food & Beverages (16%)
Telecom Products (14%)
Almost 50% share of advertising by top 3 sectors
Channels WC 07: SET MAX, SAB TV & PIX
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Hypothesis 1: Female viewership on cricket affects the other
genres
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6%
Avg
. TV
R
Source: TAM Peoplemeter System; Market: All India; TG: CS Female 4+ Yrs
Female Viewership of GEC Channels declined by 6% during WC 2007
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A 77% rise for the World Cup channels amongst Female viewers
77%
Source: TAM Peoplemeter System; Market: All India; TG: CS Female 4+ Yrs
Avg
. TV
R
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Reality:
Female viewers ditch the GECs for Big Ticket Events on cricket
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Hypothesis 2: India’s performance linked directly to Cricket viewership
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India’s early exit-key reason for the dismal ratings
Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India
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Reality:
India’s victory/presence beyond the leagues draws audience
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Hypothesis 3: Star players affecting the viewership
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The Sachin Factor…
Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India
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Reality:
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Hypothesis 4: Cricket anytime, anywhere
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Reality:
If Cricket is played outside Sub-continent countries, clear drop is
observed in Cricket viewership
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Hypothesis 5: Cricket will continue to dominate in 2015
with the Gen Next
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Viewership from the ‘Kids segment’ for Cartoon/Animation channels declined by 8%
8%
Source: TAM Peoplemeter System; Market: All India; TG: CS 4-14 Yrs
Avg
. TV
R
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64% rise in v’ship amongst Kids viewers for World Cup channels
64%
Avg
. TV
R
Source: TAM Peoplemeter System; Market: All India; TG: CS 4-14 Yrs
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Kids interest increasing towards Cricket
Source: TAM Peoplemeter System; Market: All India; TG: CS 4 - 14 Yrs
Rea
ch %
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Reality:
Kids’ interest for Cricket on rise!!!
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Hypothesis 6: All formats of cricket are watched
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ICC T20 World Cup Won by India ; IPL launched
Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ;Market : All India
*All Indian matches
?
Format acceptance over years
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Affecting Advertising …
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Advertising moving towards the popular format
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To Summarize
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Continent Factor
Key face-offs to be in tune with the sub-continent viewer
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Wooing the Kids and Female viewers
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Star PlayersAbsence of Star Players– build up ‘star factor’ before
2015
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We are Game ! Are You ?!