ITV

Tag: Digital Apps

  • Star India’s Hotstar records 7.2 million views on IPL day 1

    Star India’s Hotstar records 7.2 million views on IPL day 1

    MUMBAI: After setting the record for the largest sporting event on digital with the ICC Cricket World Cup 2015, Star India’s Hotstar is off to a stunning start with Pepsi Indian Premier League (IPL) 2015. 

     

    The platform recorded 7.2 million video views for the first match between Mumbai Indians and Kolkata Knight Riders on 8 February. This is six times the viewership on starsports.com last year for the first match of Pepsi IPL 2014.

     

    Coming soon on the back of the World Cup, which recorded the biggest digital traffic for a single sporting event for a broadcaster globally, the surge in traffic for the start of start of Pepsi IPL 2015 suggests that the tournament is likely to set new global records for Hotstar.  

     

    Hotstar is streaming all the 60 games of the IPL. With a dramatic surge in viewership on digital platforms in the last 12 months, the platform is likely to reach more than 100 million fans over the course of Pepsi IPL 2015. It is also likely to see a striking growth in video consumption over last year’s version, which was broadcast on starsports.com.

     

    Hotstar will also be programming a digital-only pre-show that builds on the dramatic success of the two original shows it created for the ICC Cricket World Cup 2015, One Tip One Hand and Juicy Half Volley.

  • Hot Star takes to cinema advertising to reach younger TG : Feb ’15 CAM report

    Hot Star takes to cinema advertising to reach younger TG : Feb ’15 CAM report

    MUMBAI: Being the newest entrant on the bloc, Star India’s digital baby Hot Star has managed to create the necessary buzz around it. The digital app, in a bid to reach a wider segment of young audiences, has chosen cinema advertising as part of its mega marketing campaign. 

     

    Using the movie Roy as a case study, the CAM report for the month of February 2015 found that out of the 200 screens, they were present in 32 per cent of the screens, which is close to 65 screens. “This number is more than the category that four wheeler and mobile phones undertake for their campaigns,” said Interactive Television CEO Ajay Mehta.

     

    According to industry experts and estimates, Hot Star undertook cinema advertising because of the demographics to reach out effectively to their TG i.e young audiences. The campaign for cinema advertising undertaken across the eight metros could have cost Star India close to Rs 50 – 70 lakhs. Such campaigns are usually undertaken for a period of four weeks. In the past, apps such as Free Charge, Viber and Hike have used cinema advertising extensively in similar patterns. 

     

    The report also found that during the same period, a total of 297 brands were active. Banking and Finance have emerged as the top category spending with State Bank of India topping the list. F&B followed with beauty and Personal care coming third in the hierarchy. 

     

    “There has been a three per cent increase in the number of brands active on cinema with the movie Roy in February 2015 round as compared to the earlier round,” adds Mehta.

     

    There has also been a major increase in spending of clothing/apparels category from 45 per cent in January 2015 to 79 per cent in February 2015. The automobile category has increased from 34 per cent to 57 per cent during the same period. Online portals too increased their spending from 21 per cent to 48 per cent for the same period. Choc On has the highest recall with 24 per cent present in 152 screens followed by Syska LED with 20 per cent present in 136 screens.