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Tag: GroupM ESP

  • FIFA World Cup: Sony Six & Sony Aath TVT & reach report

    FIFA World Cup: Sony Six & Sony Aath TVT & reach report

    MUMBAI: As the final  of the 2014 FIFA World Cup draws closer, fans across the world are waiting with bated breath along with the official broadcaster of the game: Sony Six as to which team will lift the much coveted trophy. Even in India, the tournament has been gathering a lot of buzz in the media and on social media.

     

    It seems to be doing well in terms of TV viewership as well as football fans get red-eyed late into the night watching their favourites play. In the first week of the telecast of the World Cup, Sony Six had an all India reach of 12,469,000 while Sony Aath’s reach was 3,114,000. Combined, the two channels had a total reach of 14,792,000 in the C&S 4 plus years group. In the same week, while Six recorded a reach of 3,056,000 in the West Bengal market, Sony Aath’s reach was 3,043,000.

     
    The second week proved to be even more fruitful for the channels with Sony Aath’s reach soaring to 5,589,000 in the West Bengal market. Within Kolkata, the reach of the Bengali channel was 2,561,000 for the first week while in the second week it rose to 4,427,000.
     

    What is interesting to see is, while the channels reach increased in the first two weeks of the World Cup, TVTs  have a different story to tell. So, amongst males in the C&S 15 plus age group, while Sony Aath recorded 173 TVTs in the West Bengal market in week one, it dropped to 154 TVTs in the second week. For Sony Six, the all India ratings in the same category were 613 TVTs in the first week, which saw a huge drop in the second week to  453 TVTs.

     

    GroupM ESP national director Vinit Karnik says the drop in TVTs as the tournament progresses is no cause for concern as it has more to do with the number of matches per week decreasing as it enters the knock out phase and the various national teams start getting eliminated.   “The drop has nothing to do with fans and their interest in the game,” he says.

     

    There is other  good news as well. As per week 26 of TAM TV ratings, Sony Aath has seen a rise in female viewership in the 15 plus age group for the World Cup in West Bengal. The channel recorded an average of  152 TVTs for the telecast of the matches 1-27. That is a four per cent increase over the 146 TVTs that  ESPN Star Sports (the then official broadcaster)  managed during the telecast of the 2010 World Cup.

     

    Karnik adds, “As compared to the male viewership, this growth among female viewers can be attributed to  young girls who are mainly herd followers of the game. They follow the game out of fan following (of players) or because of common peer interest”

     

    On the whole, Sony Six (all India)  and Sony Aath recorded 483 TVTs and 161 TVTs (combined  total:  644 TVTs) for matches 1-27.  
     

    Telecasting most of the matches at prime time has definitely paid off, it appears. Especially if one looks at the numbers that the Germany vs Portugal match on 16 June (telecast time 9:30 pm) racked up: 1,514 TVTs on Sony Six and 393 TVTs on Sony Aath. Combined the two channels garnered 1,907 TVTs for the match, making it the highest rated one so far.

  • GroupM ESP India and SportzPower launch sports sponsorship report 2014

    GroupM ESP India and SportzPower launch sports sponsorship report 2014

    MUMBAI: The sports & entertainment arm of GroupM, GroupM ESP and provider of sports business news and knowledge, SportzPower, have collaborated to bring the most comprehensive report on sports sponsorship.

     

    The study will capture the trends and developments in the Indian Sports Industry from 2008 to 2013. The report for the Indian Sports industry, documents important events during these years including the emergence of league-format sports in India like the Indian Premier League (IPL), Hockey India League (HIL), and Indian Badminton League (IBL) and traces developments in the Indian sports industry when sports business was in its nascent stages.

     

    Elaborating on the future of sports marketing in India, Group M south Asia CEO CVL Srinivas says, “This decade will transformational for Sports in India with a spectator base of over a billio n people, a dozen sports television channels beaming content round the clock and a rapidly growing list of keen corporates and brands waiting to invest in cricket and other alternate sports. The next few years marketing investment in sports will no longer be peripheral, and it will be paralleled with that of entertainment and mainstream cinema.”

     

    The report examined advertising investments in Indian Sport from four angles – On Ground, Team Sponsorship, Athlete Management, and Media Spends, and offers a comprehensive overview of sponsorship in Sport. The key takeaway the study offers is as follows:

    ·    Spend in Sport in India are dominated by cricket, and within it the Indian Premier League in particular.

    ·    Sports marketing spends between 2008- 2013 advertising investments in Indian sport rose roughly two fold with a total spend of Rs 21.39 billion in 2008 which rose by 92% to Rs 41.1 billion in 2014.

    ·    The market is slotted to grow exponentially in the next few years with other sports like Football, Basketball, Distance Running, Golf, Motorsports, Tennis, Hockey, Badminton and Contact sports complementing the Cricket Story since  the real opportunity lies in these under-leveraged and monetized areas.

     

    Focusing on the key developments expected in 2014, GroupM ESP national director sports and live events Vinit Karnik says, “Even though the IPL is off to a rough start this year, in the long run accountability, better corporate governance, more transparency, are all good for not just the IPL, but the BCCI too. The successful launch of HIL and IBL has set the stage for an action-packed 2014 as far as franchise-based leagues are concerned in cricket, football, hockey, badminton, tennis, wrestling and kabaddi. The big news of 2014 will be the inaugural edition of the IMG-Reliance-Star co-owned Indian Super League, which is set to bring all the bells and whistles associated with the IPL to football. There is also the commitment that IMG-Reliance, the commercial rights holders for football in the country, to improve the country’s top-tier soccer tournament. The I-League clubs will be hoping that IMG-R walks the talk on that front, though the prevailing sentiment is one of wariness as to what the future holds.”

     

    SportzPowerco-founder Thomas Abraham further discusses the future of sports broadcasting inIndia, “Indian sports TV broadcasting was, is, and will continue to be dominated by Cricket for theforeseeable future, contributing to 80 to 85% of the total television sports media revenues. However, other sports are also gaining prominence, especially Football, though interest remains predominantly for international leagues/tournaments. That is expected as the I-League improves as a television- friendly product and also with the launch of the Indian Super League (ISL) later this year. Other sports such as Badminton and Hockey have also started making their presence felt because of improved performances  by  Indian  players  in  the  international  arena,  coupled  with  increased  investments flowing into the two sports due to the launch of the Indian Badminton League (IBL) and the Hockey India League (HIL) respectively.”

     

    All in all, 2014 has more upsides than down. While there will be no Indian Grand Prix next year, there will be more leagues, sports like basketball are making rapid strides, and the whole wellness and fitness movement is gaining ever increasing traction, which in turn means more interest in sport as a participation activity and not just as spectator engagement.

     

     

  • “Where Advertising Can’t, Content Can”

    Marketers for brands, consumer products, retail chains, media and entertainment are struggling to redefine and reinvent “advertising” for a new generation of empowered consumers.

    Media proliferation and fragmentation is making it harder to reach consumers with traditional formats of “interruption” advertising. New technologies, media platforms and consumer behaviors are affecting every aspect of traditional marketing and thereby dramatically impacting marketing effectiveness.

    There is a strong need to create “engagement” advertising models with digital at the core which will facilitate more sophisticated, powerful and profitable connections between brands, content creators and their target audiences….
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    There is a strong need to create “engagement” advertising models with digital at the core which will facilitate more sophisticated, powerful and profitable connections between brands, content creators and their target audiences.

    Internationally, the content-commerce partnership evolution is gathering momentum. Brand entertainment partnerships are changing the rules of developing creative campaigns, marketing and advertising planning and production.

    In response to these challenges, GroupM India launched GroupM ESP to help brands harness the power of content based solutions by activating the power of movies, music, sports, live, celebrities and characters.

    GroupM ESP specialises in evaluating, negotiating, developing, activating and measuring strategic content platforms and partnerships around movies, music, sports, celebrities and characters. Uniquely positioned at the intersection of the media and the sports and entertainment industries, the ESP teams focus on developing innovative content strategies and solutions with a digital core that embed advertiser‘s brands in consumer passion points using multimedia leverage and multifaceted partnerships.

    GroupM ESP also works closely as a high end consultant with clients and rights owners to help create and own multi-media content assets of long term value and their exploitation through media distribution, marketing, licensing and retailing to build deeper and more valuable connections with consumers.

    The Indian entertainment and sports market, the largest in the world by size, offers advertisers and their brands, unique and multiple passion points to reach and engage target audiences with profitable and proven content solutions, embracing all the learnings from traditional media and advertising. New technologies and new channels incorporating licensing need to be harnessed creatively using insights with marketing ROI rigorously quantified.

    The Indian entertainment and sports market, the largest in the world by size, offers advertisers and their brands, unique and multiple passion points to reach and engage target audiences…
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    The GroupM ESP content team comprises more than 50+ specialists (the largest for any advertising or media agency in India) has been providing end-to-end solutions for over a decade now. Known for its transparent dealings, easy and preferred access to content and talent (International, National and Regional), GroupM ESP is also able to seamlessly deliver the benefits of parent GroupM media volumes, relationships and specialist units backed by robust systems and processes. All this has been recognised through more than 50 awards at various industry and company platforms.

    Through its high profile alliances and partnerships with content creators, rights owners and talent across every domain and geography, the GroupM ESP team is able to offer expanded capacity and capability to handle complex projects smoothly.

    As we move from a decade of “Airing” to “Sharing”, digital needs to be at the core of any marketing program and the GroupM ESP team is adequately equipped to impart a strong digital dimension in all its projects. An in-house ESP digital team backed by the parent GroupM resources ensures that solutions are digitally centered and executed.

    More than 100 advertisers in India have benefited from their association with GroupM ESP.

     

  • GroupM ESP to explore opportunities in Eastern India

    GroupM ESP to explore opportunities in Eastern India

    National: 2nd August 2013: GroupM ESP (Entertainment & Sports Partnerships), a specialist business unit of GroupM operating inthe field of Entertainment, Sports & Live, Celebrities and Content withexpertise in building clients businesses through strategic consulting and creative ideation, conducted a summit in Kolkata. Top brands like Emami, Manyavar, Linc Pens, Spencer’s Retail and Century Plyboards were amongst the attendees who were taken through the non-traditional media approaches and offerings by GroupM ESP

    With the recent impact of 10+2 luring on traditional TV advertising, GroupM ESP presented strategic insights on leveraging brands and their positioning through integration across entertainment, sports & live events, celebrity associations etc. The ideas shared in the summit were to introduce THE POWER OF INTERACTIVE MEDIA OVER INTERRUPTIVE MEDIA. With a paradigm shift in the way media is consumed, the summit focused on content’s movement from AIRING TO SHARING!

    The summit received an overwhelming response. While GroupM clients like Century Plyboards, Spencer’s Retail, Berger Paints, Microsec Capital and Dey’s Medical attended the summit; non-GroupM clients like Emami, Linc Pen & Plastics, Manyavar, Concast ISPAT, Eveready Industries, Khadim’s, Shree Cements and SRMB Steel also graced the occasion. The summit focused on the key areas of interest like activations and experiential marketing, celebrity procurement, in-film branding and brand integrations within live events like IIFA, SIIMA, GIMA etc. The industry experts from GroupM like GroupM ESP, Dialogue Factory, and GroupM Interaction presented their credentials in the summit.

    “With media landscape in a state of constant flux, we at GroupM ESP truly believe in the adage ‘Where Advertising Can’t, Content Can’. The underlying thought of this summit was to interact and present the opportunities available beyond the realms of traditional advertising to clients outside a ‘Mumbai’ or a ‘Delhi’. The icing on the cake was the overwhelming response that we received from the clients which reinstates our belief in the strength of non-traditional media” said Vinit Karnik-National Director- Sports and Live GroupM ESP