kingpatprashAuthor: Prashant Pathare prashantdpathare@yahoo.co.in in.linkedin.com/in/kingpatprash @kingpatprash +91 – 99203 12380

Guide for Promoting Brands Through

Indian Sports-Properties

Sports Properties Details

The sporting leagues considered in this report are the ones which were executed from year 1st January 2015 to31st March 2016. They are considered on the format adopted by Indian Premier League(IPL) where franchisesare owned by celebrities and corporates. The teams consist of players consist of domestic and worldwide andare selected in the teams through retaining and bidding.

The period considered is not 12 months but has been extended to 15 months. One of the sports property (PKL)is organized twice during the year as right holders decided to conduct it twice after their seasonal event got over

Below are the sports properties conducted during the tenure –

1. Field Hockey – Hockey India League (HIL)

2. Cricket – Indian Premier League (IPL)

3. Kabaddi – ProKabaddi League (PKL)

4. Football – Indian Super League (ISL)

5. Tennis – Champions Tennis League (CTL)

6. Tennis – International Premier Tennis League (IPTL)

7. Wresting – ProWrestling League (PWL)

8. Badminton – Premier Badminton League (PBL)

9. Volleyball – Indian Volleyball League and Indian Beach Volleyball League (Upcoming Leagues)

ISL is the longest running sporting event which spans over two months starting from October. IPL and PKL runover 1month and 15 days. HIL is a monthly event. It also seems PKL to follow a monthly event as their laterevent was reduced by 7 days. Other events related to sports like badminton, tennis, and wrestling areorganized that would last on an average of 16 days. Volleyball leagues are the upcoming properties.

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Sports-Properties Calendar

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31 34

46

42 35

78

13

18

17

15

Hockey India League

Indian Premier League

Pro Kabaddi League

Indian Super League

International Premier Tennis League

Pro Wrestling League

Premier Badminton League

Champions Tennis League

Indian Financial Year – 1st April to 31st March

Indian Product Category’s Advertising Spend

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Advertising spend and the percentage spend from previous year for various sectors during 2015 has been provided alongside. This insight is retrieved from Madison Advertising Report 2016

Key Insights –

Total advertising spend is Rs. 43991 crores

Travel & Tourism spend has increased the most amongst all the sectors

FMCG sector spends the most, Rs. 12364 Cr

FMCG and E-commerce sectors collectively spend 38% of the total advertising spend.

Real Estate & Home Improvement, spend has marginally increased by 5% but the sector is 5th highest with Rs. 2296 crores

Product CategoryContribution % Change

in Crores (Rs) 2015/14

FMCG 12364 20

E-Commerce 4231 23

Auto 4105 28

Telecom/DTH 3307 34

Real Estate & Home Improvement

2296 5

Clothing, Fashion Jewellery

2238 18

Education 1940 16

BFSI 1822 13

HH Durables 1795 29

Travel & Tourism 1432 47

Retail 1159 18

Media 511 12

Corporate 498 9

Alcoholic Beverages 222 35

Others 6071 -20

Total 43991 18

Source: Pitch Madison Advertising Report 2016

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TV Broadcasters

Star Sports

Sony Entertainment Television*Now Sony Pictures Network India (SPN)

Although India’s public broadcaster is Doordarshan, sports leagues have been broadcasted throughout thecountry through private broadcasters viz Star and Sony. Sony recently has joined hands with ESPN and havebranded themselves as “Sony Pictures Network India”

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India’s TV Viewership Measurement Organization

BARC (Broadcast Audience Research Council) India is an industry body which shall provide data onviewership across the nation.

They recently announced the completion of its joint venture with TAM Media Research, a television audiencemeasurement analysis firm of India. They shall soon be choosing a partner for digital measurement as theywant to launch the services in 2016. Eleven vendors replied to the Request for Information (RFI) for digitalmeasurement issued in December 2015. BARC India will issue the Request for Proposal (RFP) soon. Thepartner for the venture will be announced by May 2016.

BARC have adopted the NCCS (New Consumer Classification System) for industry use.

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Utilization

Based on the Sports-Leagues Calendar and Advertising spends –

Various decision makers can plan, strategize and implement marketing campaigns to achieve theirorganization’s strategic objectives.

Advertising rates shall be different on Standard-Definition (SD), and High-Definition (HD) ChannelsIPL - 9, SPN is charges per 10 sec slot (cost in INR), SD: 5.5 to 5.75 lakh and HD: 1.5 to 1.75 lakh

Sports Properties are using Digital platforms so that the sports can be accessed throughcomputers, phablets, smartphones, tablets, and other digital equipments.

Advertising spend should not only be concentrated through television broadcast but also through digitalplatforms.

If new sports-properties are coming up, other broadcast channels can also be taken into consideration.

Disclaimer –

The events’ calendar has been created as per the past schedules.

Possibility of changes in dates and duration of the sports-property as per decision taken by the property’s rights-holders.

References

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Websites

• BARC India

Broadcasters

• Star Sports

• Sony Pictures Networks

Sports Properties

• Hockey India League (HIL)

• Indian Premier League (IPL)

• ProKabaddi League (PKL)

• Indian Super League (ISL)

• Champions Tennis League (CTL)

• International Premier Tennis League (IPTL)

• ProWrestling League (PWL)

• Premier Badminton League (PBL)

Articles

• Ravi Teja Sharma, "Volleyball Federation of India planning IPL-type leagues", ET Bureau, 23rd February 2016

• "ESPN re-enters India in collaboration with Sony Pictures Network", Business Standard, 11th January 2016

• Urvi Malvania, "IPL ad revenue to touch Rs 1,100 crore in 2016", Business Standard, 10th March 2016.

• Shweta Mulki, ""Availability of BARC rural data is welcome new arsenal": Sam Balsara", AFAQS, 23rd February 2016

• "BARC to soon choose partner for digital measurement", AFAQS, 16th February 2016

• "BARC INDIA’S NCCS IS THE NEW SEC - September 2015", Broadcast Audience Research Council, Last Accessed - 12th March 2016

Thank You

Have An Exuberant Day !

kingpatprashAuthor: Prashant Pathare prashantdpathare@yahoo.co.in in.linkedin.com/in/kingpatprash @kingpatprash +91 – 99203 12380