Tag: IPL

  • JioCinema amps up advertiser advantage for IPL 2024 with a slew of innovations

    JioCinema amps up advertiser advantage for IPL 2024 with a slew of innovations

    Mumbai: Viacom18 announced the launch of multiple innovations for advertisers around the upcoming IPL season, including unique offerings that are a first for the Indian broadcasting ecosystem. After digital ad revenues surpassed that of linear TV’s last IPL, reinforcing digital as advertisers’ preferred platform, JioCinema has now expanded the breadth of its offerings to aid advertisers irrespective of their marketing goals or the scale of the business. Each proposition being unveiled this year has been carefully curated to enhance the brand’s proposition and increase the potential of scale and targeting possibilities they can extract digitally.

    Every proposition from JioCinema this season has been developed to address a specific use case, such as creating better brand impact, sharper brand integration, friction-free lead generation, and driving better engagement through innovation. Here is a snapshot of JioCinema’s offerings for IPL 2024 with their exciting use cases for advertisers:

    Impact

    JioCinema has launched its newest high-impact feature, Brand Spotlight that latches on the IPL’s ability to aggregate India in an unrivalled way, especially on opening day. It elevates brand visibility by providing an industry-first opportunity during the first game for five select brands to unveil their IPL campaigns in the opening moments of the first match. This offering will facilitate a marketer’s moment without the conventional boundaries of a mass media campaign. Having a priority spot to launch their engaging IPL opening day blitz will help these five brands play on the audience’s minds that are on the lookout for the most fun ad campaigns of the season. Brands will be able to even tell the story behind their IPL campaigns through the JioCinema app.

    In addition to Brand Spotlight, JioCinema’s Masthead will also support video from this season, making it the go-to destination for brands to launch new products, announce sales, unveil new creatives, and more. Another impact property entering the scene this year is Scorecard Branding, which will allow advertisers to build salience among an audience set by displaying sticky behaviour by allowing, the advertiser to own a scorecard, stats, and match analytics.

    Innovation

    After piloting more than a dozen feeds last IPL, now JioCinema is offering advertisers a chance to own an entire feed. Custom Feeds can be tailored to a brand’s brief to offer them a way to drive the deepest visibility, storytelling, and consideration possible. JioCinema’s innovation for this season has also stretched itself to include Vertical Highlights, packaging match highlights in a shorter vertical orientation akin to trending social media short-form videos.

    Engagement

    India’s largest live fan engagement opportunity, Jeeto Dhan Dhana Dhan, saw over 50 million participants last season, with over a billion game plays. This season, JioCinema is opening up the high engagement avenue for brands to partner with them offering salience, special brand message integration, deeper engagements on rewards, and an opportunity to gamify their communication at scale.

    Ads for Business

    This season, an entire set from JioCinema’s advertiser proposition is designed to aid seamless lead generation for advertisers without intruding on the fan’s viewing experience. One such feature is Click to WhatsApp which takes the viewer to a brand’s WhatsApp business chat through a click, while the ad plays on the screen. By overhauling the process of redirecting consumers, JioCinema will help brands talk to their audience one-on-one on WhatsApp while they watch the IPL in PIP mode. On the other hand, Auto-fill Ads is devised to simplify consumer data collection by removing several friction layers in this process. These hard-working midrolls reflect already captured data, leaving the user with just one field to fill, no matter what product, service, or experience they are signing up for.

    Integration

    One leg of JioCinema’s proposition also focuses on better integration through which brands will now be able to create their own stories and campaigns to reach a wider audience by accessing Cricket’s biggest social media influencer pool, comprising 100+ cricketing legends/influencers and celebs for their social media activations.

    “The launch of our array of offerings around IPL 2024 showcases the degree to which customisations are possible in digital advertising along with bringing great value to the table,” said Viacom18 Sports Head of Revenue, Anup Govindan. “For the consumer, we continue removing barriers to accessibility, affordability, and language, while for the advertiser, we continue innovating, democratising the process, and setting new industry benchmarks. Brand Spotlight, in particular, will become an anchor offering in the years to come for its compelling proposition.”

    After clocking a record-breaking reach of 450 million during IPL 2023, JioCinema is targeting over 650 million throughout the 2024 season, thus making the launch of JioCinema’s plethora of ad innovations a high-stakes game for advertisers. With the advent of soaring CTV sales and Ultra HD 4K devices commanding a 35 per cent market share within the CTV category, JioCinema will offer advertisers to target the premium universe on IPL for the very first time with the innovative formats available this season.

    The JioPhone and JioBharat 4G enabled feature phones from Reliance have democratized internet access, connecting blue-collar workers, farmers, and artisans across urban & rural India. With IPL streaming on these devices, an incremental 35-40 Mn users are expected to be enthralled in their regional language of choice, making the tournament bigger.

  • Where to watch IPL matches in 2024

    Where to watch IPL matches in 2024

    The upcoming 2024 Indian Premier League (IPL) cricket season is fast approaching, and there will be many ways you can watch the live action as it unfolds or catch up with the extended highlights after the games have ended.

    Depending on where you live and which device you prefer to use to watch live sports will determine exactly how you can watch 2024 IPL cricket matches. In other words, the country you live in will determine which local television channels or sports streaming sites you will legally be permitted to stream the action from.

    Let’s dive straight in to reveal some of the most reliable ways you will be able to catch this year’s IPL cricket action.

    When does the new 2024 IPL season start?

    The exact starting date for the upcoming IPL 2024 cricket season has yet to be revealed. Confirmation of where and when the first game of the new season will take place largely depends on India’s General Election. 

    The Board of Control for Cricket in India (BCCI) remains hopeful that all IPL matches will be played at stadiums in India, not in any other country. According to the latest reports from reliable sources, the 17th edition of the IPL will get underway on March 22 and will end on May 26.

    However, other sources have said that it could start and end several days later. Official start dates will be available any day now. The Women’s Premier League (WPL) is played before the men’s IPL, and the IPL is expected to start five days after the 2024 WPL has ended.

    What’s the safest and most reliable way to watch 2024 IPL matches, and what should I avoid?

    The worst way to watch sporting events, including upcoming IPL 2024 matches, is via an illegal sports streaming website.

    It’s easy to type in the words ‘watch today ipl match into your preferred search engine to find a site that might be streaming an IPL cricket match you want to watch, but doing so is risky because illegal sports streaming sites often come with many issues and potential risk to the viewer – you!

    Illegal sports streaming sites are often loaded with adware, spyware, or malware, which can harvest sensitive data, slow down your smartphone, tablet, laptop, or desktop computer, or cause damage to your preferred device.

    You are best off sticking to your country’s local television channels or watching IPL cricket matches from one of several reputable sports streaming sites that have obtained licenses to show the matches.

    Today’s best sports streaming sites can be accessed from any modern Wi-Fi/internet-enabled smart TV, smartphone, laptop, desktop computer or tablet device. Some are free, but you have to subscribe, and others require a monthly rolling subscription fee.

    To save yourself a bit of money when signing up to a major sports streaming service provider, you might be better off paying for the year instead of paying monthly.

    You can also generally pay extra to get rid of those annoying commercials and watch the games in stunning 4K HDR streaming quality.

    Each payment plan is different depending on which/how many devices you want to watch from and what graphics quality you are happy with when watching the action. Most sports streaming sites have plans for everyone, from singles and couples to small and large families.

    Which channels/sports streaming services will be showing IPL 2024 matches?

    It all depends on where you live because some streaming services are only licensed to show the action in certain regions. For example, if you live in India, one of the most trusted services to sign up to for uninterrupted action is JioCinema, which comes with numerous advanced in-play settings and features.

    Via this reliable cricket streaming service, which is accessible from most devices, you can switch between multiple camera angles, view the latest statistics and live heat maps of the action, and get the latest live scores from other matches.

    Better still, you can stream the action in English, Hindi, Tamil, Bengali, Gujarati, Marathi, Bhojpuri, and Telugu. If you live in the US, try Yupp TV or Willow TV/Willow TV Extra (available to Sling TV subscribers).

    The UK will cover most of the matches or highlights on Sky Sports Cricket, BBC Sports, BT Sport, or TNT. Australians can watch the IPL on Kayo Sports, and one of the other reliable sports streaming services that will more than likely broadcast the IPL this year is Discovery Sports, available via Amazon Prime.

    Final note

    If you want to stay up to date with the latest IPL news and predictions, one trusted iGaming review site you can turn to with confidence in 2024 is the official TheTopBookies.com website.

    This reputable site always has the latest live cricket scores and several honest and unbiased reviews for today’s most trusted Indian online bookmakers.

    Their suggested sites are known to have the iGaming industry’s most competitive cricket odds, and they are fully licensed and regulated to accept real cash wagers from players living in India.

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  • “I foresee several key trends shaping the trajectory of digital marketing campaigns in the coming years”: Bhavik Mehta

    “I foresee several key trends shaping the trajectory of digital marketing campaigns in the coming years”: Bhavik Mehta

    Mumbai: Thinkin’ Birds Communication is a trailblazing branding and content agency headquartered in Mumbai. Known for strategic brand services, world-class creative work, and a profound understanding of consumer behavior, the agency specializes in devising digital strategies, crafting engaging narratives, and leveraging digital media assets to achieve campaign objectives. With a client roster that includes names like the IPL, Swiggy, Infosys, and more, the agency has successfully completed 500+ projects to date.

    With a strong presence in Mumbai and international markets such as the USA and UK, Thinkin’ Birds Communication, under the leadership of CEO and founder Bhavik Mehta, has consistently delivered strategic branding solutions and impeccable content strategy.

    Indiantelevision.com caught up with Mehta, where he shared a lot of inputs on his agency, the service they offer, their creative process and many more…

    Edited excerpts

    On specific services you offer within branding and digital marketing

    Over the years, our finding was that there was a gap between creativity, innovation, and delivery. And Thinkin’Birds at the core delivers the amalgamation of these three to our clients. We are highly focused on providing a good value proposition, keeping in mind customer pain points and tension plots. And that’s exactly what we do at Thinkin’Birds.  In a nutshell, we offer:

    ●   Brand Design: A brand is a perception people have of your company. We make sure that perception is worth their while.

    ●   Digital Consulting: Our team of experts will guide you into shooting your arrows to your targets. And not in the air.

    ●   Packaging Design: Product packaging is the first thing to come in contact with your customers, it has got to bring a smile to their faces.

    ●   Communication Design: Crisp, minimal, aesthetically pleasing, and impacting communication. That’s how we take your message to the masses.

    ●   In-store Branding: People generally walk into your store for an experience. Our conceptually designed stores do exactly that. Not to forget they are Instagramable too.

    On tailoring your strategies to meet the unique needs and goals of different businesses or industries

    Our approach to tailoring strategies for diverse businesses revolves around a meticulous understanding of each client’s distinctive needs and goals. We initiate our process by conducting in-depth research and analysis to grasp the nuances of the specific industry and target audience. By immersing ourselves in the client’s brand identity and values, we gain insights that inform the development of customized strategies. Our creative team then crafts unique narratives, visual elements, and campaigns that resonate with the essence of the business while aligning with industry standards. We prioritize collaboration, ensuring open communication with our clients to integrate their feedback and fine-tune our strategies iteratively. This personalized approach ensures that our creative solutions not only stand out in the market but also authentically represent and propel each client toward their individualized success.

    On approaching building and maintaining a brand identity for your clients

    Our strive to build and maintain a brand identity for our clients is rooted in a comprehensive and collaborative process. We initiate by delving into a deep exploration of our client’s unique selling propositions. We work closely with our clients to define the essence of their brand, ensuring that it authentically represents their vision. Our creative team then translates these insights into a cohesive visual and narrative language, encompassing logo design, color schemes, typography, and brand messaging. However, our commitment doesn’t end with the initial creation; we continuously monitor market trends to adapt and evolve the brand identity as needed, ensuring it remains dynamic and relevant over time. Regular consultations and feedback loops with our clients foster a collaborative relationship, allowing us to proactively maintain and strengthen their brand identity as their business grows and evolves.

    On level of involvement clients typically have in the creative process

    At Thinkin’Birds, we value a collaborative partnership with our clients throughout the creative process. We recognize the importance of their insights and vision in shaping a brand that truly represents them. From the initial strategy discussions to the unveiling of creative concepts, we encourage open communication and feedback at every stage. Our clients are integral collaborators, providing valuable input that helps us refine and tailor our creative solutions to align seamlessly with their expectations and business objectives. Whether through regular consultations, or feedback sessions, we ensure our clients feel actively engaged and empowered in the creative journey, fostering a sense of ownership and pride in the final brand outcomes.

    On future trends you think will shape the direction of digital marketing campaigns in the coming years

    I foresee several key trends shaping the trajectory of digital marketing campaigns in the coming years. Personalization will continue to be paramount, with advancements in data analytics enabling more targeted and customized content. The rise of immersive technologies like augmented reality (AR) and virtual reality (VR) will open new avenues for interactive and engaging brand experiences. Sustainability and social responsibility will increasingly influence consumer choices, driving brands to incorporate purpose-driven narratives into their digital strategies. The ongoing evolution of artificial intelligence (AI) and machine learning will enhance marketing automation, allowing for more precise audience targeting and dynamic content optimization. Additionally, the continued growth of social media platforms, coupled with the emergence of new channels, will demand agility in adapting campaigns to diverse digital landscapes. Embracing these trends will be crucial for staying ahead in the ever-evolving digital marketing landscape, and Thinkin’Birds is poised to integrate these innovations seamlessly into our creative strategies.

    On envisioning the integration of emerging technologies such as artificial intelligence or augmented reality into future branding and digital marketing strategies

    The seamless integration of emerging technologies like artificial intelligence (AI) and augmented reality (AR) into our future branding and digital marketing strategies is a transformative and enriching experience. AI holds the potential to revolutionize data analytics, enabling more sophisticated consumer insights and personalized content delivery. In branding, AI-driven tools can streamline the creative process, offering predictive analysis for design elements that resonate with target audiences. Augmented reality, on the other hand, presents an exciting frontier for immersive brand experiences. From virtual product trials to interactive storytelling, AR can create memorable engagements that transcend traditional marketing boundaries. Embracing these technologies will not only enhance the effectiveness of our campaigns but also redefine the way consumers interact with and perceive brands, fostering a new era of innovation and connectivity in the ever-evolving digital landscape.

    On foreseeing incorporating environmentally conscious and socially responsible elements into your future branding and digital marketing initiatives

    I recognize the paramount significance of sustainability and ethical practices in today’s landscape. Our future branding and digital marketing initiatives will be deeply rooted in a commitment to environmental consciousness and social responsibility. This involves not just adopting eco-friendly design principles but embedding sustainability into the core of our brand narratives. We aim to collaboratively work with clients who share our dedication to ethical practices, helping them communicate their sustainability efforts authentically. From eco-conscious messaging to showcasing transparent supply chain practices, our campaigns will champion the values of responsibility and mindfulness. Furthermore, digital platforms will be leveraged to disseminate educational content, encouraging audiences to participate in sustainable practices. By weaving these elements into the fabric of our creative strategies, we aspire to contribute positively to the broader societal shift toward a more sustainable and socially responsible future.

  • IPL Auction 2024 delivers record-equalling TV viewership on Star Sports

    IPL Auction 2024 delivers record-equalling TV viewership on Star Sports

    Mumbai: Star Sports’ broadcast of IPL Auction 2024, held on 19 December, has equalled the highest viewership for any ‘mini’ auction in BARC history. The auction, which lasted over 6 hours, was held in Dubai at the Coca-Cola Arena and was watched for a record-equalling watch time of 0.92 billion minutes. This represents a 57 per cent growth in total watch time compared to last year for the event. The live auction was watched by 22.8 million viewers, which is also 29% higher than last year. Star Sports’ broadcast of the auction in 5 languages was preceded by extensive lead-up coverage to the auction, which included expert analysis and fan activations across linear and digital platforms.

    Speaking on the viewership of the TATA IPL mini-auction 2024, a Star Sports spokesperson said, “A record-breaking year for Cricket viewership on Star Sports has ended on a high with the IPL Auction. The response to the auction also serves as a stellar start to the runway for IPL 2024 and reinforces the strong association of the marquee event with Star Sports. A distinctive element in this year’s auction coverage was the integration of fan sentiment in our coverage, in sync with BCCI and IPL teams’ efforts to integrate fans into the proceedings at the venue. The success of the auction has provided an early taster of Star Sports’ coverage and substantiated our confidence in the continued growth of the marquee Cricket event on TV.”

    An additional 2.2 million viewers tuned in for the overall coverage of IPL Auction 2023 beyond the live event, which included a curtain-raiser on the eve of the auction and “Cricket Live – Auction Special”, live shows before, during and after the event. The most-watched moments of IPL Auction 2024 were the headline-grabbing bidding wars for Australian stars Pat Cummins and Mitchell Starc, who was bought by Sun Risers Hyderabad and Kolkata Knight Riders respectively for more than 20 Crores each. CSK’s winning bid of 14 Crore for New Zealand all-rounder Daryl Mitchell also featured in the three most-watched moments from the auction.

    The live broadcast of IPL 2023 was watched by 505 million unique viewers on TV across the Star network, which was the highest ever for any edition of the tournament. 

  • “Pro Kabaddi League is watched by about 77- 78% of the urban audiences in India”

    “Pro Kabaddi League is watched by about 77- 78% of the urban audiences in India”

    Mumbai: In an insightful interaction, Professional Management Group COO Melroy D’Souza in conversation with Indiantelevision.com founder, CEO & editor-in-chief Anil Wanvari, speaks about how the upcoming edition of Pro Kabaddi League provides an unmissable opportunity for advertisers to drive brand and business impact.

    Edited excerpts

    India’s second biggest sporting league – Pro Kabaddi League enters its tenth season this year, having reached several incredible milestones through the years. What has led to the transformation of this homegrown sport into such a high-octane experience?

    Kabaddi is one of India’s oldest sports that has been played over the years across India. Kabaddi was a sport which already had an audience but because it was not exciting, people didn’t play it. The way Pro Kabaddi League formatted it, the way viewers bought into it, really excited a lot of people. The second thing about Kabaddi which has worked, as you know people generally like to watch the best talent on display, and Kabaddi has done that. PKL got the best players in the world playing. The content that we consume, the content that we see is the best in its category. Third is the technology and the innovations that Pro Kabaddi League bought into the sport. A 10-12 camera setup, jazzy lights, and music, it all adds to the experience. People had never seen something like that before. You have some of India’s biggest names who support kabaddi. You have Mahindra Singh Dhoni who has been a brand ambassador. You have Virat Kohli, Amitabh Bachchan, we have various film promotions and various cricketers who have come on board. So that leads to the whole glamour of it hence the content piece of it people want to see that. Last thing of course we got the backing of Star. There’s a huge media promotion with media trust in it. When the PKL season starts, it’s like a festival happening. I think all of this has added to the league and it is what is built on it.

    What are some of the key reasons why the league has managed to capture the imagination of viewers across the length and breadth of the country, especially among the youth and metro city audiences

    If you see the growth graph of Pro Kabaddi League, it started off as a very popular league into tier two and tier three. But if you see the last 2-3 years’ data, you’ll see that it’s also now coming into the urban fold. It’s also being watched by about 77- 78% of the urban audiences as well. Now, this has happened because of multiple factors. You had a movie like Student of the Year, which actually used Kabaddi in its final scene. If you look at the Bournvita ad, they use Kabaddi as a medium to show ‘Tayyari Jeet Ki’. In no time it came into the main fold media. Third, one of the key things about Pro Kabaddi League is the format. Kabaddi, as a sport, is played for 40 minutes, so the duration is shorter. When the duration is shorter, the attention span is much larger, unlike a football or cricket. Also because the sport is so filled with action, it tends to stick to it much longer than any other sport. If I’m not mistaken, Pro Kabaddi League has the highest time spent per viewer across sporting leagues.

    As someone that has played a pivotal role in creating a synergy between PKL and advertisers over the years, what differentiates PKL from other mediums in terms of ways that brands can leverage the property to drive high-scale impact?

    One of the biggest pluses of PKL is that it is one of the few leagues which gives advertisers on-ground, on-air, social media and digital presence. When a brand associates with PKL, it is not just visible from assets like perimeter boards etc, but you also get on-air inventory and social media bundled into it. On top of that, you have features, you have activations, you have celebrity quotient, you have awards, trade promotions, contests, fan engagement, all of that comes together. From a brand perspective, it’s a wholesome association. If you see the media mix, any brand which is present on-air, on-ground and online together will always create a much higher impact than when it is done in isolation. I think that works wonders.

    On PKL onboarding Dhani, the integration of the brand blended in, its proposition and the kind of impact the brand witnessed as a result

    At the point when they came onboard Pro Kabaddi League, Dhani was giving loans and their key target audience was tier two and tier three cities. When they came to us, it was not a very well-known brand. It had to create brand equity for itself. Secondly, the most important thing for them was they wanted a call to action. They wanted someone to pick up the phone and call them and say listen, I will be dispersing loans, how do you disperse loans? Keeping this in mind and keeping our experience of doing CEAT Strategic Time Out on IPL, we said why don’t we adopt the same format to PKL? One is we create a differentiator; we do something with no one has ever done on PKL. It was the first time ever we had a strategic timeout, on PKL we got to the Dhani strategic timeout. Second is you have a verbal and a visual mention of it. So when a viewer watches it becomes easier for him to connect what it is, and the phone number given on that for a call to action. During the tournament in just a couple of weeks, the call to action drastically increased for Dhani. The number of calls that we would get before the PKL started compared to what they got once PKL started, increased to almost 30-40% more than what they were getting. They were extremely happy to see that there is an instant gratification to what we are doing. I think in that sense, it worked beautifully.

    PKL is the only league wherein as a central sponsor you get access to talent (players across teams), and with players becoming household names how do you think brands can use these sons of the soil?

    One of the best examples of PKL being used rightly by a brand is if you remember the AMFI commercial which we had done, they have a beautiful integration of the players and the brand messaging. They said, listen tier two and tier three people are still not very aware of mutual funds. They said they want people to communicate about not just using mutual funds on how easy it is to use mutual funds, and how safe it is to use mutual funds. They wanted people who are regular people who they relate to. They tied up with PKL for this particular purpose. While they did the hygiene ground branding and LED branding, they also did beautiful commercials which gave us messaging. They leveraged players from across teams to talk about their various features, how safe it was, how easy it was. I mean that that would be the best case-study.

    This season PKL is going back to the 12-city caravan format across the nation. How beneficial is this for brands associating with PKL in terms of having broader access to key stakeholders like Consumers and Trade Partners?

    The key for any brand or for any sport is the fans. As long as you have fans who love the sport coming and supporting it, that means the sport is in a healthy state. With PKL going back to the caravan format to every city that has a team, this will allow the fans of that city to come out and express themselves and support their team. The moment that happens, the vibrancy that happens in that city completely changes. There’s a lot of buzz at the ground level. It gives a lot of opportunity for advertisers who have invested in the team to try and leverage the players at a local level. You have a lot more meetings and we have a lot more consumer engagement. Generally, it is seen that whenever a tournament happens in a particular city, that city and surrounding areas come to life. In that sense overall, I think this will benefit.

  • Connected TV is going to be a key medium for advertisers and brands

    Connected TV is going to be a key medium for advertisers and brands

    Mumbai: Anil Wanvari in conversation with Sonam Pradhan on Connected TV and its reach. Why marketers are gung-ho about connected TV? 

    On having a Connected TV at home

    Not a conscious decision it was probably an evolution that happened during the corona days and I just never realized it but we switched over to the connected TVs and since then we’ve never turned back

    Connected TV in small towns

    When it comes to towns that have deep penetration of smart TVs of the internet, it will be something that will be visible now in Mahindra; we do a lot of visits to different dealerships in different towns. We get to meet a lot of customers over there and what we get to see is that people are aware, people have Smart TVs but I think the question there is not about having Smart TVs or having the apps that are there, they use those apps on their mobile phones. Over there the bigger question is the internet penetration and what is the rate of internet connectivity that they use for the data cost becomes a major factor.

     Excited as a marketer about CTV

    Today I can watch whatever content whenever I want to. I think that gives me a lot of empowerment in terms of being a viewer, in terms of knowing exactly what I want and the decision instead of how regularly we used to watching TV and had to wait for an appointment viewing for a certain channel for a certain program but with connected TVs and the way it has been growing I think the growth has just been phenomenal. 

    Infrastructure, if it is supported can penetrate the remotest places as well so very quickly we will see that all TVs are technically converted into Smart TVs anyways as mobile penetration is so high that it’s only a matter of fact to move the viewer from the mobile handset onto a bigger screen

    How do you see CTV from a marketer’s point of view? 

    When it comes to Connected TV I’m not reaching one individual I’m reaching a household and in that household, I’m assuming there are at least four people tuned in and co-viewing whatever content has been presented. 

    So for me, it is very critical to be present in that household and reach out to four people at the same time and when I talk about households I’m talking about households that have a certain propensity to buy products and those are exactly the kind of houses where I want to be seen and therefore connected TVs going forward is going to be a major medium for me.

    On market studies and lessons learnt

    We had recently partnered with the leading football tournament that

    happened and when we saw to it that there were certain places where connected TV reach had helped us in terms of brand recall, all of this tells us that this is the medium that’s going to be pivotal for the growth of the EV category and therefore definitely, connected TVs are going to be something that’s going to be a part of our plans going forward

    On ROI 

    I will leave that question for the agencies to answer but we have received much

    more than the buck that we are invested in, if I may put it whatever is

    going to be our ratio and skew for going forward on our plans connected TVs is going to be a conscious decision where we would increase our spending.

    On investing in the sports category 

    I’ll take a step back when I mentioned being partners with the leading football property the reason we partnered with it is that we needed to create an impact with the kind of products that we were launching during that time. It’s not that we have only taken the sports property we have consciously taken other entertainment as well.

    There have been other OTT players also with whom we have partnered where we’ve taken a combination of different packages whether it’s an impact property such as a reality show or some fiction properties as well with sports being the leading investment that we make for us in terms of our product category. 

    Sports play a major role because they become our launch platform whether it is a new product whether it is a refresh of a product. Sports have the highest reach when it comes to this kind of platform but efficiencies also come into play and that’s where we end up with a package when it is fictional shows and reality shows so therefore not restricting us in terms of context.

     On IPL 2023

    I think when I have to say about IPL any kid who’s a three-year-old to an 80-year-old I think everybody gets excited about it, whether you’re a male or a female whether you are interested in cricket or not interested in cricket you are still excited about IPL.

     IPL for us Indians has become more of a festival of celebration of sorts. It brings people together, it creates some kind of a discussion point whether it’s in school, whether it’s an office, whether it’s even the local market where you meet up with your neighbour probably everybody has an opinion and India as a country loves cricket and loves having a discussion. So I think for us when it comes to a consumer IPL is going to be the next big thing for the next two months and as a marketer IPL is one of the biggest platforms that I have in the year where I will be able to showcase some of the best products that I have so as a marketer.

    I will say that IPL is one of the most exciting times that I am looking forward to currently with the given situation where we have a different digital partner and a different TV broadcast partner. Both of them seem to be making absolute waves when it comes to spreading the news about how IPL is going to reach maximum audiences. As a marketer I have to look at it with an unbiased opinion IPL is going to be the next big thing and consciously we’ll look forward to investing money.

    On automobile as a category

    I think for us to stand out I don’t have to make a conscious effort our products have been speaking for themselves and if I may say the kind of demand that we have been having post-Corona and the time the kind of bookings that we’ve got in our pipeline that speaks for itself it’s been every month and month we’ve been breaking our records and we have surpassed whatever were the expectations of the previous year as well so I don’t have to make a conscious effort to stand out in terms of media. The product itself is something that sells in terms of media I need to be present where my audience is and I think that is the kind of decision and that is the kind of platform that I need to be wary of when I make my media planning decisions. 

    On media innovations

    My need is not innovation my need is more to be consistent and also to be

    available, to be seen when it comes to new launches so for me those are the

    more critical parts. I don’t need to have anything that is screaming on top of the rooftop because that currently is not my stance I’m already a market leader when it comes to SUVs.

    How are you going to maximise your spending this year?

    Those are points that we are currently and it is all how I and when the marketing plan tells me that whenever the products are ready for certain kinds of big announcements and all are there and that is what will determine which media strategy I use. So currently as I said we are still evaluating it and we will get back to you with a few announcements very quickly.

    On investing in high-decibel property

    I will play both ways if I may see it’s not critical for me as a brand to be seen

    at places where maximum noise is made as I said I’m already a leader for me it’s more to be seen in the right places. Maximum noise is more critical for the ones who are not leaders and for them it becomes critical. 

    For me, the more important point is to have my brand seen at places in the right zone of my customers last year when we were present on IPL we launched it with Scorpio and we had Amitabh Bachchan as the leading voice of the brand so when there are certain things which have a certain stature they have to be seen in places where it is probably equal to them in such and therefore IPL was the best choice of platform. 

    We had to launch the commercial so if there is a certain opportunity that matches the kind of communication and the product that I have then that is the choice that we make. Otherwise, I don’t need to be screaming out of rooftops so therefore answering the question is not critical for me to be seen in places to please the audience it is critical for me to place my brand in such places where the audience is ready to accept the product.

    On where do you Connect TV v/s Linear TV v/s Free TV

    As a closing note, I would want to stress at this point that it does not matter which platform I see, for me content is more important and therefore when it comes to Connected TVs I think probably next year if we are having a conversation during the same time we would not even consider this question because by then connected TVs would have far bypassed linear TV.

    Currently, we know for a fact that SD households on itself is at a declining growth rate and therefore connected TV is going to be one of the next biggest mediums and connected TV is going to scale up in terms of IPL.

    I think every year we have seen a great number of new consumers coming in the reach going much higher and I think I must consciously make a call of mentioning the women’s IPL that is happening this year. I think for the first time let’s give due credit to the Women’s IPL also we’ve got some great players over there as well and it’s going to be a great fun filling March as well because we are going to have a Women’s IPL followed by the Men’s IPL. I think therefore we’re going to see

    some great Cricket happening on television and digitally. 

  • In no time you would see connected TV crossing over the HD numbers or outgrowing it.

    In no time you would see connected TV crossing over the HD numbers or outgrowing it.

    Mumbai: Anil Wanvari in conversation with Vishal Chinchankar on Connected TV and its reach. Why advertisers and marketers are gung-ho about connected TV?

    Connected TV is the latest buzzword, why and what is so exciting about connected TVs?

    The whole ecosystem is changing with the invention of smart TVs and broadband connections are moving faster, the hardware itself is a piece of an asset as you get 4K content or HD content by itself and the beauty of it is, it is linked to broadband and you can watch it at your convenience, whether it is Netflix or Amazon in the walled garden as compared to YouTube or the other apps and other Apps. 

    In my sense this is the new kid on the block, I wouldn’t call it a kid any more, it’s a growing kid, the Complan boy and growing much faster. The adoption of this is also faster. To put things in perspective smart TV quarter-on-quarter is showing an 11% import growth and that is the kind of consumption that is happening at the end of the day. You are talking about a consumer who can afford a smart TV, afford some great content which is subscribed content and has a high broadband connection. Net, net there is a significantly large size audience which is A++ which is available for brands.

    On the reach 

    Various numbers are floating around but to my knowledge, it is 22mn households and if we go by the BARC data with a multiplier of 3.2 or 3.6, we are talking about a significantly large size of household penetration right now. A comparable may not be linear TV but HD TV which claims to be at 45 mn households, but that has stagnated and this is growing. In no time you would see connected TV crossing over the HD numbers or outgrowing it. 

    On TVs with connected devices or built-in Apps

    There are about 10 mn sticks in the market, and the usage of the stick is just 10%, it is a snack in snack out kind of phenomenon. This number is growing. The combination of these two things is helping this particular medium Connected TV to grow faster.

    Last year in the Pitch–Madison report I presented a paper on why connected TV is bigger, there is one data point, last year the whole ADEX of 80,000 Crores was equal to the amount of money invested in connected TV Universe so that is how huge connected TV is in the US and there is no reason as why India will not move in that direction.

    On hot spotting 

    Casting is picking up very fast. Jio is now launching these cables where you can cast your mobile on screen, whether it is a smart TV or that old TV with the red, yellow and white three-pin wires. It is helping the ecosystem to move faster.

    On has the penetration down the NCCA strata  

    We have done a lot of campaigns on connected TV, and a lot of inventory from Tier 2 markets, not purely a metro-centric phenomenon right now but it is surely moving into these tier 2 markets. It is not getting into tier 3 & 4 markets right now but at the pace, it is growing it should reach these markets with the help of sticks or with the help of new TV at affordable prices.

    On recommending Connected TV to your brands 

    They are because the beauty of this medium is that it addresses the top of the funnel i.e., the A++ audience I had defined earlier. Niche brands which want to target or reach out to those audiences, it is a perfect match. We have done a lot of campaigns and I think we have seen great performances in terms of measuring the VTRs or the soft measures like the pre- and post-studies we have done on that particular campaign and it showed significant growth. I am bullish about connected TV as a platform. 

    On getting the bang for the buck and how difficult it is to convince brand marketers’

    Connected TV today is neither TV, it is largely tilting towards the side of digital. It is the more digital side of inventory now because it is all about my consoles and wherever there are digital. Maybe it is tilted more towards digital and not towards Linear TV. I don’t think it is the right comparison to compare connected TV with Linear TV, because CTV is still small and Linear TV is still a reach builder. I would probably compare it with HDTV rather than just SD or linear TV.

    Are the brand managers, Marketers aware of this, in some cases, we need to educate them and tell them what the numbers look like, even when it comes to RMF for that matter for a particular audience, but more or less I think in today’s day and age most of the mature advertisers are quite aware and they have started building on the brands, though it is a long way and a pilot and then an up approach always works for most of the brand managers. 

    On the IPL and the spending on CTV and digital

    It is going to be fun to watch this IPL because both the publisher and the broadcaster are going to be very aggressive. Both have their own merits and advantages. But let us talk about the digital, earlier if I had to a comparison, Hotstar had about 50 -60 mn subscribers and there was this 5 minutes of snack in snack out consumers. But this year  Jio is streaming it free for all customers whether they are on Airtel or Vodafone. That is a big advantage for Viacom sports as a broadcaster. Having said that building on a lot of reach and efficiency for most of the brands, whoever wants to build on it respectively of the market. Viacom comes with less wastage because there is an accuracy of targeting that they are bringing to the table which is not possible on television. In certain categories, there may be a spill but works for certain categories. But here there is no spill, so you are reaching out to the right audience you want to target.

    The other point is the way it is getting marketed, with those tables, language commentary, whether it is Bhojpuri or Punjabi is an added advantage and it is going to attract a lot of audience. The best part is they are going to have shows in 100 cities, colleges, and housing complexes. There is a lot of promotion and the surrounding effect going around it, is making it much larger. 

    CTV

    I am just talking about digital as an IPL property. If I have to give you a sense of CTV I look at it this way, as per TRAI there are close to about 26.8 mn broadband subscribers in the country who are using broadband, not everybody has a Smart TV but my guesstimate is it should be around 22 – 25 mn because Jio fibre is about 7 -8 mn.  

    customer

    Airtel is also very aggressive and the packages they are coming out with are very lucrative for a customer compared to a cable connection. As a consumer, if I add up all my costs of cable plus Disney Hotstar plus the other channels it becomes very expensive. At this point, there is a shift happening and the telcos are getting aggressive in that space.

    As I said CTV is a need as an HNI I would love to watch my cricket on CTV when I am at home and when I am travelling on my smartphone. There are a lot of merits that IPL on digital is going to add this year. I think we live in this nature of advertisers who believe in reaching the frequency so they build their brand on the back of reaching one plus, and other advertisers build on high-impact properties.

    There are a lot of brands that are purely built on the back of cricket and they swear by it. Cricket gives an unparalleled reach and IPL much more. Now with 2 publishers coming in we don’t know if Star would want to add it to their FTA or how Viacom is going to promote it extensively. I don’t think there is going to be a compromise on reach or impact. The question is who gets better efficiencies and that is the game brand managers are going to look at.

    On interactivity on Connected TV, is JIO offering any for CTV 

    I don’t think there is interactivity on CTV now apart from the fact that you get to see from a different lens. The interactive engagement is going to be on mobile which hopefully most of the brands would want.

    On any other salient points 

    I think the good part is that competition is always healthier and everyone is going to work harder to make sure that they attract a lot more dollars. It is good for most advertisers and good for most consumers because the interest level in the games is going to go up. It’s a wait-and-watch now, but to the best of my knowledge, I would love to call it that this will be value for money and cricket is value for money. 

  • Jio is looking to redefine IPL viewership this year

    Jio is looking to redefine IPL viewership this year

    Mumbai: Several recent reports suggest that TV ratings have been dipping while digital has been steadily establishing a bigger footprint than TV in the country. As this inversely proportional trend takes shape, JioCinema, the digital destination for the IPL this year onwards, has announced its game plan to cut access, affordability, and language barrier that will fuel this shift even more. 

    If one is to take the potential scale digital offers as an advertising medium into account alongside JioCinema’s plans this year, then the IPL might be the most watched and engaged event on CTV and digital platforms. This year the Jio Cinema will offer the cricket extravaganza for free in a bid to reach and engage every single one of the 600 million OTT viewers in India out of the internet enabled population of 700 million+. 

    JioCinema

    More and more households are shifting from linear TV to CTV and data shows this phenomenon is not limited to just urban households but spread across geographies due to low data costs and the rising scale of Smart TVs. The flexibility that comes with consuming content via CTV is also helping this cause as CTV allows the viewer to cast screens by using TV apps or devices such as Chromecast and Fire TV Stick. CTV also offers 4k streaming possibilities, which is not possible on linear TV or HDTV.

    On the other side of the screen, JioCinema is set to provide high quality premium long form content which has not happened anywhere in the world digitally. To make this a reality, it is reported that the brand has made major technological investments to deliver a high quality experience on digital. 

    Advertising on digital will, therefore, become every marketer’s primary preference. Serving ads via CTVs and other digital mediums allows the advertiser to break language barriers, age limitations, targeting constraints and even affluence constraints while including a measurable call to action. The advertiser also pays for what they get, unlike TV where inventory wastage is common. An increased number of matches in case of a property like the IPL means digital benefits because it is sold on impressions, not on an average rating. Digital is arguably the best medium for broadcasters to deliver a world class live sports experience.

    Indian Television dug deeper and spoke to a few industry experts about the rise of digital spending by brands in comparison to linear TV and how this is expected to amplify the interest for the IPL this year. Head Media Martech and Growth Vida World Manav Sethi said, “As India is not a homogeneous market of 1.3B, the same way sports video viewers are spread across various platforms and cohorts of 1M/10M/100m each. We have tried layering by keeping CTV in the media plan and we have seen an uptick in conversion numbers. This year for IPL especially, it would be interesting, because JIO is redefining what connected tv is and what it means as it brings in medium/lower pyramid viewers into the tv connected to mobile world! Interesting times ahead.”

    Manav Sethi

    The Media Ant Chief Business Officer Abhishek Mukherjee says, “There are two things happening in the landscape, first marketers are now becoming digital first because of Google and Facebook ecosystem, this ecosystem has trained them very well on the measurement for performance. 

    Abhishek Mukherjee

    Now when it comes to traditional brand awareness building, which we used to call at the top of the funnel, the marketeers are expecting the same from their media spends, which linear TV is not able to deliver. On linear TV you are paying for great mass reach but not for measurability. We are also seeing this when we work with platforms like YouTube where people get far more measurability and targeting and hence the preference to move from linear TV to connected TV or the preference to move towards OTT. These are the trends now and there is an interest by brands to associate with the IPL, we have been associated with IPL earlier and have been the most preferred agency by advertisers. In this IPL we are expecting a 25 Mn to 100 Mn reach for brands.”

    Madison Digital & Madison Alpha CEO Vishal Chinchankar said, “Today there are about 2.8 mn broadband wired connections as per TRAI Dec 22, and this is seeing a meteoric rise month on month. Connected TV commands 22mn households providing a reach of 80 mn. India’s smart TV shipments were up by 38 per cent YoY in Q3 2022. Keeping these data points in mind and an opportunity to target HNI audience cut, it’s quite a lucrative proposition for brands to be present on IPL CTV, personally, I am very bullish about it.”

    Vishal Chinchankar

  • Disney expects subscription decline in Disney+Hotstar in Q1 due to absence of the IPL

    Disney expects subscription decline in Disney+Hotstar in Q1 due to absence of the IPL

    Mumbai: Speaking to analysts during a conference call to announce its fourth quarter and annual results, Disney senior executive vice president & chief financial officer Christine McCarthy said that the expectation is that Disney+Hotstar subscribers will decline in Q1 of the current fiscal year due to the absence of the Twenty20 league, the IPL. The company’s expectation is that the overall DTC business will be profitable in 2024 as long as there is no meaningful shift in the economic climate. In Q4, the DTC business reached peak operating losses, which Disney expects to decline going forward.

    Disney’s share price had fallen by 10 per cent in after-hours trading after it missed earnings targets. It reported $20.15 billion in revenue growth in the fourth quarter, a nine per cent increase over the same period in the previous fiscal year. But $21.26 billion had been expected, according to Wall Street analysts. Disney’s income from operations for the quarter was $1.6 billion. This was a 55 per cent decrease from the previous quarter, but comparable to the same period the previous fiscal year.

    The company’s theme park division is rocking. It reported Q4 revenue of $7.42 billion, up 36 per cent from the same quarter in the previous fiscal year. On Disney+ subscriber net additions, it overachieved with 12.1 million versus the expected 9.35 million.

    “At Disney+ Hotstar, we are currently expecting that subscribers will decline in Q1 due to the absence of the IPL, but we do expect to see some stabilisation in Q2,” McCarthy stated. In Q4 of the recently concluded fiscal year, lower pay-per-view revenue at ESPN+ and slightly lower ad revenue at Hulu and Disney+ Hotstar also impacted direct-to-consumer revenue in the fourth quarter relative to the third quarter.

    She said that in Q4 of the recently concluded fiscal year, Hulu and ESPN+ added approximately one million and 1.5 million subscribers, respectively, during the quarter, while Disney+ added over 12 million global subscribers, of which a little less than three million were at Disney+ Hotstar. “Core Disney+ added over nine million subs in Q4, accelerating as expected versus the six million net ads we saw in the third quarter, reflecting the success of Disney+ Day and our tentpole content releases, in addition to continued growth from third quarter market launches. Nearly two million of these net ads were from the US and Canada, and a little over seven million were international Core editions,” she pointed out.

    Disney CEO Bob Chapek said that the company is exactly one month from the US launch of Disney+’s ad-supported subscription offering, which he says is a win for audiences, advertisers, and shareholders. “The launch will bring fans a new slate of subscription plans across Disney+, Hulu, ESPN+, and the Disney Bundle, giving viewers flexibility in choosing an option that suits their needs. The offering also adds a key component to our total company advertising portfolio, and advertiser interest has been strong. We have been a leader in streaming advertising for some time and are bringing our years of experience leading ad tech and relationships to this important opportunity,” he said.

    He added, “Disney+ has secured more than 100 advertisers for our domestic launch window, spanning a wide range of categories. And our company has over 8,000 existing relationships with advertisers who will have the opportunity to advertise on Disney+. Strong base pricing reflects the value advertisers place on our audience, our brand-safe environment for their messages, and our sales experience. We also have proven technology to deliver a great advertising experience on day one.”

    “And importantly, we have the ability to scale and innovate for audiences and advertisers alike. We are incredibly excited about the launch of our new ad-supported subscription offering for Disney+, which rolls out on December 8th. 2022 was an important year of recovery coming out of the pandemic, as we made foundational investments in our long-term success. As we celebrate the three-year anniversary of Disney+ this week, I can’t help but reflect upon how our commitment to and substantial investment in our DTC business has helped create the world’s most powerful suite of streaming services with the ability to reach hundreds of millions of viewers around the world with must-see content, services that aren’t just content delivery systems but platforms that bring us closer to audiences than ever before and enable consumers to access more of The Walt Disney Company’s total offering,” he brought out.

    Chapek went on to say that while DTC losses reached a peak in Q4, those losses will decline. “It has taken just three short years for Disney+ to transform from a nascent business into an industry leader. That transformation is the direct result of the strategic decision we made at launch to heavily invest in our direct-to-consumer offering, a decision made knowing that achieving rapid growth would result in short-term losses. Building a streaming powerhouse has required significant investment. And now, with scale, an incredible content pipeline, and global reach, Disney+ is well-positioned to leverage our position for long-term profitability and success.”

    He said that the company’s financial results this quarter represent a turning point as it reached peak DTC operating losses, which it expects to decline going forward. “That expectation is based on three factors: first, the benefit of both price increases and the launch of the Disney+ ad tier next month; second, a realignment of our costs, including meaningful rationalisation of our marketing spend; and third, leveraging our learnings and experience in direct-to-consumer to optimise our content slate and distribution approach to deliver a steady state of high-impact releases that efficiently drive engagement and subscriber acquisition. With these factors, we believe we are on a path to a profitable streaming business that generates shareholder value long into the future. And assuming we do not see a meaningful shift in the economic climate, we still expect Disney+ to achieve profitability in fiscal 2024, as losses begin to shrink in the first quarter of fiscal 2023.”

    International Channels

    International Channels revenues for the quarter decreased 18 per cent to $1.1 billion, and operating income decreased 18 per cent to $0.1 billion, reflecting lower operating income from channels that operated for the entire current and prior-year quarters (ongoing channels), partially offset by a benefit from channel closures.

    Lower results from ongoing channels were primarily due to a decrease in ad revenue and, to a lesser extent, higher marketing spend and an unfavourable foreign exchange impact, partially offset by lower sports programming costs. The decrease in advertising revenue was due to lower average viewership, partially offset by higher rates. The decreases in sports programming costs and average viewership were due to the non-comparability of cricket events, reflecting the impact of covid-related timing shifts. The most significant impact was on the timing of Indian Premier League cricket matches, as there were no matches in the current quarter compared to 18 matches in the prior-year quarter.

    Overall for the company Chapek noted, “2022 was a strong year for Disney, with some of its best storytelling yet, record results at the parks, experiences, and products segment, and outstanding subscriber growth at the direct-to-consumer services, which added nearly 57 million subscriptions this year for a total of more than 235 million. Our fourth quarter saw strong subscription growth with the addition of 14.6 million total subscriptions, including 12.1 million Disney+ subscribers. The rapid growth of Disney+ in just three years since launch is a direct result of our strategic decision to invest heavily in creating incredible content and rolling out the service internationally, and we expect our DTC operating losses to narrow going forward and that Disney+ will still achieve profitability in fiscal 2024, assuming we do not see a meaningful shift in the economic climate.”

    He goes on, “By realigning our costs and realising the benefits of price increases and our Disney+ ad-supported tier coming on 8 December, we believe we will be on the path to achieve a profitable streaming business that will drive continued growth and generate shareholder value long into the future. And as we embark on Disney’s second century in 2023, I am filled with optimism that this iconic company’s best days still lie ahead.”

    He added that Q4 was also the first time in Disney history that the company released tentpole original content from Disney, Marvel, Star Wars, Pixar, and National Geographic. “This is an indication that we are now at a full cadence of new releases as we hit our steady state. As evidenced, Hocus Pocus 2 was a smash hit, becoming not only the most watched premiere on Disney+, but also a Nielsen record-setting streaming movie with 2.7 billion minutes viewed in its first weekend. And Marvel Studios’ Ms. Marvel completed its run in July, and She-Hulk: Attorney at Law debuted in August, contributing to subscriber growth and driving substantial engagement.”

    He spoke about Lucasfilm’s Andor, a spy thriller that explores the backstory of Cassian Andor, a popular character from Rogue One. This, he said, earned rave reviews and showcases the company’s ability to extend stories from the big screen to streaming services. “Turning to general entertainment, the critically acclaimed Prey from 20th Century Studios was Hulu’s biggest premiere ever across all films and series and was the most watched film premiere on Star+ in Latin America and Disney+ under the Star banner in all other territories. Looking ahead, we are thrilled that audiences are returning to the box office for blockbuster films, and we have big plans for the big screen in fiscal year 2023. Black Panther: Wakanda Forever opens this Friday, and Ryan Coogler has delivered yet another culture-defining powerful film.”

    He is excited about Avatar: The Way of Water, which opens on 16 December and is the sequel to the highest grossing film of all time. “James Cameron and his team have once again created something truly magical using groundbreaking technology. The audience is as excited as we are to return to Pandora. And given the strong performance of September’s rerelease of the original Avatar, we can’t wait for the film to hit screens. Our Searchlight studio continues to deliver critically acclaimed films, and three fantastic titles will be in theatres this quarter: The Banshees of Inisherin, which has earned critical acclaim since its Venice premiere; The Menu, starring Ray Fiennes and Anya Taylor-Joy; and The Empire of Light, from Academy Award winner Sam Mendes.

    “Looking even further into 2023, we’ll see the theatrical releases of three highly anticipated Marvel films, Ant-Man and the Wasp: Quantumania, Guardians of the Galaxy Vol. 3, and The Marvels. And we could not be more excited about Disney’s live-action. The Little Mermaid, a reimagining of one of the most popular animated films of all time, stars Halle Bailey, whose rendition of Part of Your World has already lit up the internet. We’re also bringing 999 happy haunts to life with the hilarious new live-action Haunted Mansion featuring an all-star cast. Pixar will debut an all-new original feature, Elemental. And Harrison Ford is back in the eagerly awaited fifth Indiana Jones film, which is going to be spectacular.”

    In terms of the theme park business, he said that Disneyland Paris is enjoying a great resurgence. “Our fantastic new Marvel Avengers Campus opened on 20 July, and guests love the highly immersive and dynamic environment of the first ever Marvel-themed land in Europe. Prior to the recent closure of Shanghai Disney Resort, we were seeing positive momentum there and at Hong Kong Disneyland. We are hopeful that the situation will improve and are thinking of all of our employees there as we manage through the challenging covid environment. Our Disney Cruise Line is showing strong signs of recovery.”

    He explains that one of the things that guests loved most was the opportunity to celebrate at Disney’s parks, as evidenced by the post-pandemic return and sell-out of special ticketed events like Oogie Boogie Bash and Mickey’s Not-So-Scary Halloween Party. “I visited Disneyland with my family just before Halloween, and the celebration was phenomenal. Tickets for Mickey’s Very Merry Christmas Party at Walt Disney World have now officially gone on sale, and over half of all dates have already sold out. As you know, we are about to embark on the company’s 100th anniversary celebration.”

    McCarthy noted that the parks, experiences, and products segment had another stellar quarter, with DPEP operating income in the fourth quarter more than doubling versus the prior year at $1.5 billion. One thing she noted is that Disney’s parks in the US are now getting more visitors from outside the US, and the level is around the same as pre covid. “Our domestic parks delivered significant year-over-year revenue and operating income growth despite an adverse impact of approximately $65 million to segment operating income from Hurricane Ian. And per-capita spending remained strong, increasing 6% versus Q4 of fiscal 2021 and nearly 40% versus fiscal 2019, reflecting the continued popularity of premium offerings, including Genie+ and Lightning Lane.

    “We are also making meaningful progress on the return of international visitors to our domestic parks, particularly at Walt Disney World, where the mix of international attendance in the fourth quarter was roughly in line with pre-pandemic levels. Looking toward fiscal 2023, while we continue to monitor our booking trends for any macroeconomic impacts, we are still seeing robust demand at our domestic parks and are anticipating a strong holiday season in Q1. Disney Cruise Line was also a meaningful contributor to the year-over-year increase in domestic parks and experiences’ operating income in Q4, reflecting the successful launch of the Disney Wish in July and the continued recovery of the existing fleet coming out of the pandemic. To date, occupancy for the Wish continues to exceed 90 per cent, while we have also seen a meaningful pickup in the rest of our fleet, with booked revenue up versus pre-pandemic levels.

    “At international parks, fourth quarter results also improved significantly year over year, driven by continued strength at Disneyland Paris, partially offset by a decrease at Shanghai Disney Resort. As Bob mentioned, the situation in Shanghai has recently been challenging. The park is currently closed, and we do not yet have visibility to a reopening date. Q4 results at consumer products also increased versus the prior year, driven by higher merchandise licencing results across several of our key franchises, including Mickey and Friends, Encanto, and Toy Story.”

  • Wavemaker India unveils earned equity report on IPL 2022

    Wavemaker India unveils earned equity report on IPL 2022

    Mumbai: The real-time data intelligence solution provider, Wavemaker MESH, has revealed an earned equity report on IPL 2022. The report captures the social conversations around IPL 2022 based on multiple data points collated to create meaningful and actionable insights. The report analyses how the audience perception of IPL has evolved over the years. It focuses on the digital audience and uses data points like consumption data around digital content and also social and search insights.

    The report has data sources from multiple consumer touch points across the digital ecosystem, ranging from social listening, video analytics in partnership with intuitive intelligence, and interaction data points collected from Facebook, Twitter, Instagram, and YouTube. The methodology behind measuring earned equity draws from social listening, content analytics, and audience measurement.

    Wavemaker plans to bring out an earned equity report on key properties, which will help brands add a qualitative layer to their decision-making process.

    Talking about the report, Wavemaker India chief content officer & GroupM India head of branded content Karthik Nagarajan said, “The perceived value of a property today is measured in a uni-dimensional way. ‘Earned Equity’ is Wavemaker’s way of quantifying the ‘digital perception’ and sentiment around it. Along with complementing the traditional media metrics, these earned equity reports will help brands decide their associations with premium events.”  

    Key highlights of the report:

    • When we talk about sporting events across the globe, the English Premier League emerges as the buzziest sporting event in the world. Just behind the EPL, we have the IPL, which has become the second-largest in the world and the buzziest sporting event in India. The popularity has been growing year on year and in 2022, with growth of over 300 per cent last year, the season garnered 334 million buzz, making it ahead of other global sporting events like the NBA, NFL, and Major League Baseball.
       
    • This season of IPL was unique in multiple ways, which is why the audience engagement was at its peak. After trailing in the number two spot for the past three consecutive seasons, RCB broke the jinx and emerged as the most popular team this season. The winner, ‘Gujarat Titans,’ was the sixth most popular team this season.  One more interesting fact is that RCB has only seven per cent of fans from Karnataka cheering for the team. This clearly shows that in this event, the loyalty is not with the city/state team but with the franchise.
       
    • IPL is growing as an opportunity for content creators and advertisers to engage with the audience. This season, the IPL received over 6.5 billion video views on digital platforms, representing a nearly 50 per cent increase over the previous year.
       
    • This rise in popularity corresponds to the media’s assessment. The popularity of this sporting extravaganza, along with potential growth rates of digital, is the reason why digital rights were sold more than TV for 2023–27.
       
    • For the third time in a row, Virat Kohli is the most popular player in the IPL 2022. The top three player spots have been the same for the last three years, with Virat, Dhoni, and Rohit on the leaderboard.
       
    • Amongst the advertisers, Vi continues to lead the advertiser leaderboard by being the buzziest brand around IPL 2022 for the fourth time in a row. The “Fan of the Match” campaign has become a critical engagement event for the audience. Tata, the title sponsor, garnered the second spot this season, followed by Vivo, Dream 11 and Unacademy.
       
    • IPL is synonymous with India’s Super Bowl and is the time of year when advertisers create engaging advertisements to make an impression on the audience. Creds had the top two most viral ads for “#Credbounty” this season, according to our technology partner Intuition Intelligence (Viral analytics and Insights provider). The nostalgia of the 90s content theme was the driving factor for the success. This was followed by the Cadbury 5 Star “#DoNothingLegend” ad, which incorporated humour around cricket’s third umpire.