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Tag: TAM Sports

  • TAM Sports: Over 165 new brands were advertised in 23 matches of ICC World Cup’23

    TAM Sports: Over 165 new brands were advertised in 23 matches of ICC World Cup’23

    Mumbai: TAM Sports has released an advertising report based on the first 23 matches of ICC Men’s Cricket World Cup’23 and for all the channels on which matches are telecasted.

    ICC World Cup’23 witnessed indexed growth of 24 per cent from the first 23 matches in terms of average ad volumes per match compared to ICC World Cup’19.

    The count of categories, advertisers & brands grew by 29 per cent, two per cent and 24 per cent respectively in ICC World Cup’23 compared to ICC World Cup’19 during the first 23 matches from both World Cups.

    In ICC World Cup’23, Perfumes/deodorant was the leading category with nine per cent share of ad volumes. Perfumes/deodorant & ecom-wallets were the only common categories between ICC World Cup’23 and ICC World Cup’19 in the first 23 matches. Also, the top five categories together covered 33 per cent share of ad volumes during the first 23 matches of ICC World Cup’23. Among the top five advertisers, Vini Product & FX Mart were the only common advertisers between ICC World Cup’23 and ICC World Cup’19. The top five advertisers collectively added 32 per cent share of ad volumes during ICC World Cup’23.

    Over 45 new categories and over 165 new brands were advertised in 23 matches of ICC World Cup’23 compared to the same number of matches in ICC World Cup’19. Among the 165 plus new brands, ‘Bharat Petroleum MAK’ was the leading brand followed by ‘Mahindra XUV 700’.

  • TAM Sports report: Ad volume growth grew by 31% in Asia Cup’23 over Asia Cup’18

    TAM Sports report: Ad volume growth grew by 31% in Asia Cup’23 over Asia Cup’18

    Mumbai: TAM Sports, a division of TAM Media Research, has released the Asia Cup Advertising Report for the year 2023.

    As per the report, indexed ad volume growth grew by 31 per cent in Asia Cup 2023 over Asia Cup 2018 (ODI format). The Ind-Pak match had the highest percentage share of 18 per cent among all the Asia Cup’23 matches.

    The tally of categories (70+), advertisers (55+), and brands (140+) tops in Asia Cup’23.

    The food & beverages (F&B) sector ascended to the first position in the 2023 Asia Cup over the previous two years (2018 and 2022).

    The report states that the top five categories together contributed 43 per cent of overall advertising during the 2023 Asia Cup. Perfumes/deodorants and ecom-gaming were the top categories present among all three Asia Cups i.e. Y 2018-22-23. 30+ exclusive categories sprung up during 2023 over the previous two Asia Cups.

    Vini Product was the leading advertiser in 2022 and 2023, and acquired the second position in the 2018 Asia Cup.

    When it comes to celebrity endorsement during Asia Cup 2023, the ad volumes of celebrity endorsed ads grew by 51 per cent in Asia Cup’23 over Asia Cup’18, whereas it was low by 6 per cent in Asia Cup’22 (T20 Format).

    During Asia Cup’18-23, the maximum number of brand endorsements were done by film actors, followed by sportspersons.

    As per statistics for Asia Cup’23, Akshay Kumar topped among overall celebrities, and Jasprit Bumrah among sports celebrities.

  • E-commerce dominates share of IPL ads in first five matches: Report

    E-commerce dominates share of IPL ads in first five matches: Report

    Mumbai: The e-commerce category has more than 30 per cent share of TV ad volumes during the first five matches of the 15th edition of the Indian Premier League (IPL) that began airing on 26 March, according to data provided by Tam Media Research.

    Under the e-commerce sector, four categories including online gaming, online shopping, ed-tech and digital wallets were the biggest contributors to ad volumes on TV. Online gaming alone contributed 17 per cent of the total ad volumes in the e-commerce sector. Pan masala was the only other category present among the top five categories on TV which contributed up to 40 per cent share of ad volumes, the data revealed. 

    The overall number of advertisers, categories and brands that advertised in IPL 15 declined versus IPL 14 at 29 per cent, 13 per cent and 15 per cent, respectively. The top five advertisers were Sporta Technologies followed by K P Pan Foods, Bundl Technologies, Tata Digital and Gameskraft Technologies. Notably, Sporta Technologies was the number one advertiser during the first five games of IPL in 2021 as well.

    There were 65 exclusive brands that advertised in IPL 2022 (not present in 2021) including Kamala Pasand, Tataneu App, Spotify App, Samsung Galaxy, and Meesho App. There were also 12 exclusive categories including corporate/brand image, online auto rental services, NBFCs, two-wheelers, and footwear.

    (Source: Tam Sports | Event: IPL 15 and IPL 14 | Period: 26-29 March’22 and 9-13 April’21 | Channel count: IPL 15 – 20; IPL 14-19)

  • Ranveer Singh was most visible celebrity during IPL 14: TAM data

    Ranveer Singh was most visible celebrity during IPL 14: TAM data

    Mumbai: The Indian Premier League (IPL) 14th season saw 19 per cent rise in the share of celebrity-endorsed advertisements over the previous season, according to data provided by TAM Media Research. The study included all live matches for IPL 13 and 14 and excluded pre-mid-post programs. Ranveer Singh was the most visible celebrity with 11 per cent share of ad volumes.

    The total share of celebrity-endorsed ads accounted for 57 per cent of total ad volumes during IPL 14 compared 48 per cent in the previous season. The share of non-celebrity endorsed ads dropped by 17 per cent over the previous season, revealed the data.

    Film actors led the brand endorsements with 47 per cent share of ad volumes, followed by sports persons with 39 per cent share during IPL 14. The overall number of celebrities visible on TV saw a significant increase of 31 per cent compared to the previous season. The number of sports personalities visible on TV grew by 38 per cent. MS Dhoni and Virat Kohli were the top two most visible sports celebrities during IPL 13 and 14. The share of film and TV actress endorsed ads during the tournament was only 14 per cent.

    The top five most visible celebrities during IPL 14 were Ranveer Singh, MS Dhoni, Shahrukh Khan, Jim Sarbh, and Virat Kohli. Jim Sarbh was a new entrant into the top five list while the rest were recurring from the previous season of the tournament. The top five sports celebrities were MS Dhoni, Virat Kohli, Virendra Sehwag, Neeraj Chopra, and Sachin Tendulkar.

    The top five categories and advertisers accounted for 49 per cent and 36 per cent share of celebrity ad volumes, respectively. The top five categories were pan masala, online gaming, digital wallets, ed-tech and BFSI. The top five advertisers were Dreamplug Technologies, Sporta Technologies, K P Pan Foods, Vishnu Packaging, and AMFI.  

    (Source: TAM Sports; figures are based on secondages for TV; commercial ads endorsed by celebrities only; excluding promos and social ads; 60 matches of IPL 14 and IPL 13)

  • BARC India & TAM collaborate to supply raw data; form new company

    MUMBAI: Indian television ratings monitoring agencies BARC India and TAM India have joined hands to form a new meter management company.

     

    The new company will run meter operations and supply raw data to BARC India. Meters will be deployed based on BARC’s sample design and the ratings will be computed and disseminated through BARC India’s software. This ratings data will be the sole trading currency for the country, giving advertisers, broadcasters and agencies accurate and quality measurement.

     

    The meter company will have the meter assets and panel management operations of the present BARC India and TAM India panels, which will be jointly owned by BARC India, Nielsen and Kantar with management control resting with BARC India.

     

    To start with, the company will have 34,000 meters covering all of India, and will supply raw data to BARC, which will use its own statistical processes and sampling design. The details of the formation and roll out of this new company will be shared in the coming weeks.

     

    TAM India will continue to provide its non-TV ratings services to the market, notably AdEx – Advertising Expenditure for TV, Print, Radio, RAM – Radio Audience Measurement, Eikona – PR Audit, TAM Sports Measurement and S-Group Consulting. 

     

    BARC India chairman Punit Goenka said, “This partnership is a big step forward and in this era of cooperation, we welcome this move forward as a joint industry body. The technology and methodological prowess of BARC, combined with the extra meters and the field force will definitely help the industry progress.”

     

    “This new venture represents our organization’s commitment to providing precise and stable data around the world, and draws strengths from both BARC India and TAM India. We look forward to the great coverage and representation this new partnership will deliver,” added Nielsen global president Steve Hasker. 

     

    Kantar CEO Eric Salama said, “We are happy to cooperate with BARC India to be able to provide clarity and a large single sample for the industry and to keep India as a key market for us.”  

  • U Mumba lifts PKL 2 trophy; Star India’s estimated earnings pegged at Rs 55 cr

    U Mumba lifts PKL 2 trophy; Star India’s estimated earnings pegged at Rs 55 cr

    MUMBAI: With Ronnie Scewvala’s U Mumba lifting the Pro Kabaddi League season 2 trophy, the second edition of the sport has come to an end. U Mumba won the final against Bengaluru Bulls with six points, after a nail biting match. While the winning team is celebrating, the other happy party is its official broadcaster Star India, which seems to have made moolah aplenty from the property. 

     

    Sources close to the development gave Indiantelevision.com an assessment that the broadcaster succeeded to generate revenue to the tune of Rs 55 crore.    

     

    While the native sport always had an enormous fan following in the country, what it lacked was proper packaging. When packaged in an alluring manner, the sport garnered a cumulative reach of 435 million in its debut season. In terms of viewership too, the sport managed to surprise many as it garnered annual viewership of 128 GVTs.  

     

    This year, the ratings have propelled and after 49 matches, the tourney garnered 1.25 TVRs compared to 0.81 TVRs of 2014. The average reach has also inclined from 3.74 per cent to 4.43 per cent. The time spent has gone up in the 2015 edition to 20.41 minutes compared to 16.88 minutes as per TAM Sports analysis. 

     

    While Star retained the title sponsorship with Star Sports, the broadcaster successfully roped in eight associate sponsors on board viz. TVS, VIP Frenzie, Bajaj Electricals, Thums Up, State Bank Of India, Flipkart, Government of India Department of Atomic Energy (DAE) and Mahindra Jeeto. On the other hand, while Radio Mirchi associated with Pro Kabaddi as radio partners, Britannia became the referee partner.

     

  • IPL 5 ratings soften, 16 matches notch up 3.65 TVR

    IPL 5 ratings soften, 16 matches notch up 3.65 TVR

    MUMBAI: The ratings for the fifth season of the Indian Premier League have failed to improve after a softer opening, while it has started eating into the Hindi general entertainment genre.

    The first 16 matches of the IPL have registered an average TVR of 3.65 compared to a 4 TVR in the last season of the tourney.

    As per data from TAM Sports, the cumulative reach of the matches (C&S, 4+, All India) have dropped to 123 million viewers, from 127 million last time.

    The first seven matches of the current IPL season had delivered an average rating of 3.76 TVR which was lower than the 4.63 TVR that it had notched up last year.

    Multi Screen Media (MSM) president network sales, licensing and telephony Rohit Gupta declined to comment on whether the channel would manage to achieve growth this year. In the fourth edition of the IPL, MSM had posted an advertising revenue of Rs 9 billion.
    For the record, the broadcaster has only six sponsors on board with Vodafone and Idea 3G smart phone as co-presenting sponsors and Cadbury‘s Dairy Milk, Havells, Pepsi and Tata Photon as associate sponsors.

    GroupM CEO South Asia Vikram Sakhuja says that re-calibration of rates is needed. “The IPL is still a very good property and it is maturing. The first week‘s data was around 10-11 per cent less than last year. The second week‘s ratings are almost similar to what was managed last year.

    Overall, so far the ratings are six to seven per cent lower. I think that the event could manage a similar performance to last year with a possible positive or negative difference of four to five per cent. Even with properties like ‘KBC‘ you see a bit of a drop from one season to the next. What you hope for is that the ratings at least hold steady.”

    He notes that one good thing about this edition of the IPL is that there have been more close encounters compared to last year. “Both of yesterday‘s matches went down to the wire. That should help viewership.”

    More micro-marketing efforts are needed at this stage of the event. “This means building anticipation for daily clashes and better marketing of day to day matches is needed. This effort needs to come from everybody including the broadcaster and franchises,” Sakhuja says.

    Commune Sports and Entertainment MD Jamie Stewart continues to stay bullish on the IPL. “Although the ratings have dropped, I think the IPL is still a valuable property. Even at the current level, the rating is decent.”

    Stewart believes the franchises should not have upset the applecart by revamping their teams as that leads to dilution in fan loyalty. “I think the change in teams last year was complete madness as many of the franchises had to start building their fan base right from the scratch,” he adds.

    Also Read:

    IPL knocks out 51 Hindi GEC GRPs

    Weak IPL5 ratings cause for concern

  • TAM Sports launches IPL 3 & 4 assessment book

    TAM Sports launches IPL 3 & 4 assessment book

    MUMBAI: TAM Sports, TAM Media Research‘s division that specialises in measuring the sports sponsorship RoI, has done an assessment on IPL 3 and 4 focusing on the dynamics of TV audience and sponsorships.

    This series of TAM Sports publishing aims at benefiting sports association, broadcasters, advertisers and sports marketing consultancies and help them understand the complexity involved in expecting RoI, TAM said in a statement. The initiative started with IPL season 1 and also has a book on IPL season 2.

    TAM Media Research CEO LV Krishnan said, “Based on the overwhelming response to our earlier book series of IPL 1 and 2, we at TAM Sports are glad to release the combined book volumes of IPL 3 and IPL 4. These two volume continues to highlight the insights on the sports sponsorship RoI on various Platforms – instadia, on-player and on-screen – to the industry along with throwing light on the tournament viewing analysis like audience profile, how various markets have responded to the event, impact of IPL on other genres with a special new section on franchisee advertising and print in-content placement. While cricket has been a big focus from TAM Sports due to its large audience and advertising base, we will also continue to provide more such insights on other sports like F1, Tennis and Football as well to serve the respective industry for its business requirements.”

    TAM Sports‘ IPL 3 and 4 books include an in-depth study on the event‘s viewership dynamics, commercial and non-commercial advertising (product placement) that brings out the nuances with respect to visibility of brands and branding units along with a comparison across seasons. It offers a detailed study on consumer impressions, brand placement, on-screen and instadia advertising along with a special section on the franchisee advertising done during IPL Season 3 and 4. One part of this offering also includes the analysis on PR exposure received by franchisees and various brands associated with it.

    According to TAM Sports‘ IPL study, IPL seasons were successful in reaching maximum audiences year on year. IPL Season 3 reached to 41+ million audiences whereas IPL 4 reached to 46+ million viewers. IPL 3 and 4 both garnered maximum contribution from CS 35+ age group whereas IPL Season 4 has seen increase in kids viewing. In comparison with IPL 3, IPL 4 witnessed 33 per cent growth in overall advertising while commercial, on-screen and instadia advertising witnessed a growth of 21 per cent, 50 per cent and 33 per cent respectively. Commercial advertising during IPL Season 4 increased by 21 per cent as compared to that of IPL Season 3. IPL 4 saw utilisation of 60+ instadia platforms. On player advertising has witnessed 37 per cent growth. 57 brands got exposure through 16 accessories platforms and contributed 2 per cent share of the total Instadia advertising.

  • IPL 4.0 takes a hit as 68 matches get average TVR of 3.8

    IPL 4.0 takes a hit as 68 matches get average TVR of 3.8

    MUMBAI: As the fourth edition of the Indian Premier league (IPL) enters the last lap of conclusion, the ratings are showing no signs of improvement.

    The 68 matches fetched an average TVR of 3.8 compared to a rating of 5.5, according to data from TAM Sports (C&S, 4+, six metros). If the performance continues in this manner, this would mark the first time that the event would not have managed to reach a TVR of 4.

    However, 155 million viewers have already seen the event this time compared to 143 million for the entire event last time, according to TAM Sports data for the All-India market.

    During the week ended 21 May, two matches were played on Saturday. However, both of them failed to reach a TVR of 2, indicating that audiences might be suffering from an overdose of cricket.

    In fact this is the first time in all the editions of the IPL that matches have not got at least a TVR of 2.

    Of course, one of the matches between the Delhi Daredevils and Pune Warriors India was irrelevant in terms of seeing who would qualify for the playoffs. That match got a TVR of 1.58.

    The other match on 21 May was between Kings XI Punjab and Deccan Chargers. Punjab had a chance to qualify for the playoffs but despite that, viewers were indifferent and the match got a TVR of 1.78.

    The last nine matches got a TVR of 2.77. Just one match in this period reached a TVR of 4. That was the one between Mumbai Indians and Rajasthan Royals, which got a TVR of 4.11. This also was surprising considering that Shane Warne’s team won by 10 wickets.
     

  • IPL4 averages 4.2 TVR in metros in 2nd week

    IPL4 averages 4.2 TVR in metros in 2nd week

    MUMBAI: The IPL fever is on. As per data from Tam Sports for the week ended 16 April, the 12 matches that were played clocked an average TVR of 4.2 in the six metros.

    Once again, the primetime matches got better numbers when compared to the non-primetime matches.

    Five matches were played in the 4-7 pm slot while the remaining seven were at the 8-11 pm time band.

    The average TVR for primetime matches in the metros was 4.92, while the same for the non primetime was 3.08 TVR.

    Interestingly, when compared with the last season of IPL in the likewise full-week ratings, 11 matched were played in the week. The average TVR of the matches was 5.3 TVR in the six-metros.

    Meanwhile, Max, the official broadcaster, has added 146 GRPs (gross rating points) during the week to close the tally with 437 GRPs (from 290 GRPs in week before), according to Tam Sports.