Who will have the larger advertising pie? IPL4 or the World Cup?
From today, the entire nation will be glued to their TV sets, totally gripped by the World Cup mania. But there's another fight in the pipeline behind the scenes - that of between the advertising revenue of IPL4 and the ongoing WC.
From today, the entire nation will be glued to their TV sets, totally gripped by the World Cup mania. The cricket World Cup is returning to Asia after 14 years. The last time it took place in 1996 and Srilanka took home the cup.
To sustain interest of cricket lovers, few changes have been made in the format of the ICC World Cup as compared to 2007. The number of matches have been brought down to 49 from 51, out of which 29 matches will be hosted by India, 12 by Srilanka and eight by Bangladesh. The length of the tournament has been truncated by a week to six weeks.
Nevertheless, the popularity of cricket and watching it unlikely to wane. Indian people go crazy for mainly two things, one Bollywood and secondly cricket. Bollywood may not be able to penetrate in every corner but cricket appeals to each and everyone in the country.
Since so much of cricket is viewed on television sets, the game is closely linked with advertising and advertising revenue. This year in terms of sponsorships, eight brands have come on board as partnering or associate sponsors. Brands like Sony, Hero Honda and Vodafone as joint presenting partners and Airtel DTH, Nokia, Maruti Suzuki, Philips, Pepsico as the associate sponsors.
On the basis of industry estimates, this year the total size of the World Cup and IPL-4 will be around Rs 1,500 crore. Rs 850-900 crore is expected to come from IPL-4 and around Rs 500-600 crore from the World Cup.
From the point of revenue, some say that IPL4 will be a bigger affair than the World Cup in terms of advertising revenues. In the advertizing industry itself, there are differences of opinion.
Nevertheless, the popularity of cricket and watching it unlikely to wane. Indian people go crazy for mainly two things, one Bollywood and secondly cricket. Bollywood may not be able to penetrate in every corner but cricket appeals to each and everyone in the country.
Since so much of cricket is viewed on television sets, the game is closely linked with advertising and advertising revenue. This year in terms of sponsorships, eight brands have come on board as partnering or associate sponsors. Brands like Sony, Hero Honda and Vodafone as joint presenting partners and Airtel DTH, Nokia, Maruti Suzuki, Philips, Pepsico as the associate sponsors.
On the basis of industry estimates, this year the total size of the World Cup and IPL-4 will be around Rs 1,500 crore. Rs 850-900 crore is expected to come from IPL-4 and around Rs 500-600 crore from the World Cup.
From the point of revenue, some say that IPL4 will be a bigger affair than the World Cup in terms of advertising revenues. In the advertizing industry itself, there are differences of opinion.
Some say that IPL-4 will be a toned-down affair mainly due to Lalit Modi's absense, and because of the addition of new teams. Besides, the tournament is being held just after the World Cup which will hamper the IPL viewerships.
On the other hand IPL4 could attract more ad revenues as Indian matches get high TRPs compared to other international matches.
According to Television Audience Measurement (TAM) data, the average Television Rating Points (TRP) of the the ICC 2007 World Cup was 2.1 and on the final day it went to 4.5. The IPL(3)on an average got TVR ratings of 4.5 on average and 10.5 on the final day. The IPL(3) reached 108 million people and World Cup 2007 reached 105 million people, respectively.
It is believed that print, radio and selective news channels with cricket content would have positive impact from the huge ad spending during the two major tournaments. Print is supposed to benefit from the higher sports content and increase in ad space.
It is believed that print, radio and selective news channels with cricket content would have positive impact from the huge ad spending during the two major tournaments. Print is supposed to benefit from the higher sports content and increase in ad space.
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