2014 Indian Sports Properties Success - Domestic Players & TV Viewership

Author: Prashant Pathare [email protected] in.linkedin.com/in/kingpatprash @kingpatprash +91 – 99203 12380 kingpatprash

Domestic Players And Indian Viewership For Indian Sports-Properties During 2014 Season.

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Executive Summary

This report provides an insight how a Indian sports-property is considered to be a success between Indian TV viewershipand number of domestic players involved in respective leagues. It also reveals the TV viewership per match and day forthe respective leagues. The Indian sports-properties considered are IPL, ISL, PKL, HIL and IBL.

The Indian Premier League (IPL) boasts the highest TV viewership with 560M over a span 46 days. The national game ofthe country – Hockey (Field Hockey) which has the Hockey India League (HIL) has a poor viewership of 123M which isplayed over a period of 29 days.The Indian Badminton League (IBL) which made its debut and was organized in 2013 only, had the lowest TV viewershipof 63M only. The league ran over a span of 17 days.In 2014, Indian Super League(ISL) and ProKabaddi (PKL) made their debuts for football and Kabaddi respectively. ISLand PKL received high TV viewership of 429M and 435M respectively. ISL was played over 69 days and PKL over 36 days.

ProKabaddi had the maximum number of domestic players participating with 85% whereas for ISL had the least with56%. IPL had 66% domestic players involved. For sports-properties like IBL and HIL, who attained very less TVviewership had 60% and 58% domestic players involved respectively.

Audience watch a sporting event on television because of the kind of players involved, quality display of the game and thehigh probability of uncertainty of the game. Taking into consideration all these factors, the success of league has beendetermined.






Methodology

The above mentioned sports properties are considered which were played in the year 2014 during the mentioned dates.Duration of tournament is considered from the kickoff day till the final match played taking into account the rest days.Leagues would be referred aso Indian Premier League - IPLo Indian Super League - ISLo Hockey India League - HILo Indian Badminton League - IBLo ProKabaddi League – ProKabaddi / PKL

For Indian Badminton League (IBL) –Data of 2013 is considered as it was the opening edition and could not be scheduled in 2014 due to numerous reasons.Each franchise had to play every match under specific categories on the same day and hence have considered each match differently.






TV-Viewership

• IPL had the highest viewership of 560M

• IBL had the lowest of 63M.

• ProKabaddi and ISL both in their debut season attained 2nd and 3rd highest viewership of 435M and 429M respectively.

• HIL attained a viewership of 123M only.

• Difference between IPL and ProKabaddi viewership is 125M.

• HIL + IBL <<< IPL/ ProKabaddi/ ISL

560

435 429

123

63

0

100

200

300

400

500

600

IPL Pro Kabaddi ISL HIL IBL

Indian Sports Properties

In Millions

46

36

69

29

17

0

10

20

30

40

50

60

70

80



Duration in Days

• ISL was the longest running tournament with 69 days

• IBL was the shortest running tournament with 17 days

• IPL was played over a period of 46 days.

• ProKabaddi and HIL were played for around a month.






TV-Viewership

• IPL had the maximum number of viewership per match with 9.33M.

• IBL had the lowest viewership per match with 0.68M

• Debutants ProKabaddi and ISL had viewership of 7.25M and 7.03M per match

• HIL produced a viewership of 3.62M per match.

9.33

7.25 7.03

3.62

0.68

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

10.00


Millions Per Match


12.17 12.08

6.22

4.243.71

0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00



Millions Per Day

• IPL had the maximum viewership per day with 12.17M; slightly edging ProKabaddi by 0.09M

• IBL had the lowest viewership per day with 3.71M

• ISL had a viewership of 6.22M only

• HIL had a viewership of 4.24M only






Domestic Players Involved

The figure above shows the percentage of domestic players involved across each sports-property

• ProKabaddi had the highest number of domestic players involved with 85%

• ISL had the lowest number of domestic players involved with 56%

• IPL has the 2nd highest number of domestic players involved with 66%

• IBL and HIL have 60% and 58% of the domestic players involved respectively.

• A vast difference of 19% is observed between ProKabaddi and IPL and between IPL & the ISL is 10%.

• A median of 60% domestic players is observed across all the properties whereas a median of 59% is observed across IPL, IBL, HIL and ISL together.

85%

66%60% 58% 56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Pro Kabaddi IPL IBL HIL ISL


In Percentage






TV-Viewership Vs Domestic Players

560

435 429

12363

66%

85%

56% 58% 60%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

0

100

200

300

400

500

600



TV-Viewership Vs Domestic Players

Viewership in Millions

Domestic Players %

The figure above shows relation between the percentage of domestic players and TV-Viewership across each sports-property

• IPL has the maximum viewership with 560M but with 66% domestic players involved

• ProKabaddi has the 2nd highest viewership with 435M but with 85% of domestic players involved.

• ISL has the 3rd highest viewership but with the lowest number of domestic players involved.

• Despite a difference of 125M between IPL and ISL, the later has attained greater viewership although with 85% participation of domestic players.






Inference

High TV viewership can be attained

Presence of players – reputed and/or domestic and/or international

Quality display of sport

Probability of Uncertainty of the game

• PKL had very high number of domestic players participating which displayed quality sport and also the uncertainty of the games were high.

• IPL and ISL also managed to display quality games with good uncertainty but with high amount of foreign players participation.

• Also football’s global popularization can be considered of ISL attaining high viewership.

Therefore ProKabaddi can be considered to be the most successful amongst all the five properties in the 2014 season.

HIL –

• Despite being the National Game of the country, the league had very poor viewership.

• With almost equivalent percentage of participation by domestic players with ISL, viewership lagged by 306M.

• The league needs to be promoted smartly.

IBL –

• If the 2nd edition be organized, then it would be coming up after a gap of two years and more.

• To encourage viewership of the league, the sport and the league needs to be promoted individually

• Both, the sport and also the league needs to adopt a 360 degree integrated marketing campaign.






References

Websites

Sports Leagues

• ProKabaddi League (PKL)

• Indian Super League (ISL)

• Indian Premier League (IPL)

• Indian Badminton League (IBL)

• Hockey India League (HIL)

Franchises of the Respective Leagues

Articles

Nalin Mehta, "And we played cricket too", TNN, 28th December 2014.

PTI, "Indian Super League was watched by 429 million on TV according to TAM data", 30th December 2014.





http://timesofindia.indiatimes.com/sports/more-sports/others/And-we-played-cricket-too/articleshow/45664875.cms






















http://timesofindia.indiatimes.com/sports/football/indian-super-league/top-stories/Indian-Super-League-was-watched-by-429-million-on-TV-according-to-TAM-data/articleshow/45692508.cms






































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2014 Indian Sports Properties Success - Domestic Players & TV Viewership

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