Audiences create Sports

Top 10 Sports in the World

Soccer 100+ countries, 4.1 billion viewers
FIFA World Cup alone garner 1.5+ billion audiences

Cricket 25+ countries, 650 million viewers

Cricket World Cup garner 200+ million audiences

Tennis 330+ million viewers Hockey 250+ million viewers Baseball 220+ million viewers Basketball - 200+ million viewers Volleyball - 150+ million viewers Table Tennis - 130+ million viewers Rugby - 125+ million viewers American Football (NFL) & Golf - 100+ million viewers
Source : Nielsen & Industry Estimates

Soccer Rush of Adrenalin!

FIFA World Cup
2006 : Broadcast rights valued at Rs. 7,200 Crores Global Audiences garnered estimated at 1.5+ billion

FAPLs Premier League in UK

SKY paid for 3 year contract approx. ~ Rs. 8,500 Crores for Live games & Delayed Telecast (approx. Rs. 3,000 Crores per year) Global Audiences estimated over 450 million

In comparison, IPL Cricket in India

Max pay out per year (2009) is approx. Rs. 900 Crores Global Audiences estimated over 150 million
Source : Industry Estimates

What brings Revenues for Broadcasting?

Case of NBC telecast of 2008 Beijing Olympics

Understanding TV Audiences better

NBC secured rights to telecast 2008 Beijing Olympics
NBC paid Rs. 4,000 Crores in TV rights fees for the Olympics Games

But, time zones were vastly different

The Opening ceremony started at 5am U.S. time This just wouldnt bring in the Advertising revenue that a prime time slot 5pm would have earned for NBC

Olympics Opening Ceremony on NBC was delayed telecast 12 Hrs to suit US TV audiences
NBC had a Prime Time audience of 30 million+ Advertising earnings for NBC touched Rs. 5,000+ Crores

In comparison, the recent India-NZ series was telecast Live at 3.30am India time!
Viewing level at early morning (0.2 TVR) v/s late morning (1.8 TVR)
Source : Nielsen Media Research, TAM

If Broadcast respect Audience needs, Brands value it too!

Today, Brands value Sports Sponsorship In USA:

Annual TV Ad Spends ~ Rs. 320,000 Crores Sports Sponsorship Spends ~ Rs. 50,000 Crores (16%)

In India:
Annual TV Ad Spends ~ Rs. 8,500 Crores Sports Sponsorship Spends ~ Rs. 450 Crores (5%) What ails Indian Sport Sponsorship market?

Sports Sponsorship involves

A] Quality of TV rights with the Broadcaster
Live telecast Audiences v/s Delayed telecast
Ability to aggregate audiences at one moment (Reach)

Exclusive Rights v/s Shared Rights

Segregating Telecast Rights by Market needs

Invoking & maintaining channel Loyal Audiences

Bringing back audiences match after match (Freq)

Day & Time of Telecast of the Sport

Serving Sticky Content thru the match hour

Sports Sponsorship involves

B] Organizers (Sports Body) understanding of Potential audience Marketing the Sport Event to the Right Audience
Awareness & Interest generation is key to success

Understanding the Opportunity Cost of Time Spent in viewing by the Audience

Balancing Contests to maintain Audience suspense

Building curiosity around Stars of the show

Celebrity PR

Receiving Audience feedback thru interactivity

Using Audience Research data to create Benchmarks

If Sports Bodies and Broadcaster creates Audiences

Sports Bodies
TV Audiences

Broadcasters

Brand Sponsorship for Sports will Walk-in too!

How can Audience Research help to gain Sponsorship?

Research can enhance Sports Bodies and Broadcaster in building Audiences

Identifying value proposition

Sports Bodies
TV Audiences

Broadcasters Estimating
potential Audience Size

Brand Sponsorship for Sports will Walk-in too!

Providing audience Exposures to Brands

Understanding Impact of Exposures

A Look at how NFL delivers ROI to Brands associated! NFL, the largest sport in USA
Audiences : 138 million (Reach) Broadcast earnings ~ Rs. 14,000 Crores per annum 5 Networks share the Content for telecast Audience interest maintained with telecast across weekdays (Aftrn/PT) with big games on weekends Research - Brand visibility & association with Event
On-Ground branding, Stadia branding, Event partnership Profiling viewers, Team & Platform association for brand Super Bowl event - 8th largest Beer selling Event

NFL continues to grow year on year!

EPL Decline & Growth NFL Growth

- High predictability of the Final teams - Games scheduled on Weekends - No Complimentary products + Stars built with club transfers

+ Live Experience of Suspense + Creating a Habit Persistence + Providing Complimentary Products + Creating Stars among players

Today, Audience Research indicates decline/stagnate in F1 GP audiences as Suspense factor has decreased in winning Motor Sport!

In Indian context
What can Audience Research bring home for Sports?
(6 Sample Questions)

Can Sports Bodies know where their Properties stand among Audiences?
Looking at the Sports Audience ROI across properties
- Cricket may rank as no.1but - Soccer, Tennis, F1 are catching up! - Latest Hockey win hopefully will spur viewing levels

Can Sports Bodies know which Stars to Promote?

Post year 2006, Sania Mirza declined in lime light of Endorsement World
300 250 Volume (in hrs) 200 150 100 50 0 2005
Figures are based on Duration (in hrs)
Sania won titles like Sunfeast Open (Doubles), Gold & Silver Medal at Doha Asian Games in Mix Double & Single

10 brands
252

Lower visibility in Media mean more resources required to build Star appeal value for Potential Tennis Audience

76

5 brands 7 brands
13 2006 2007

3 brands
22

2008

Can Broadcasters know the size of their Potential Audiences?

Sports like Soccer have huge viewer Potential. It needs to be tapped effectively

Can Broadcasters know whom to target their communication to garner audiences?

While core Sports audience have a younger profile, Sports like Soccer, Tennis has skew to SEC AB segment of viewers

10% 10%

Can Brands know what Properties to ride on?

17% Kolkata Knight R Mumbai Indians Rajasthan Royal 15%

11%

Chennai Super Kings Delhi Dare Devils Punjab Kings

Team visibility on PR

11% 13%

13%

Bangalore RC Deccan Chargers

Can Brands identify the most visible platforms for maximum ROI?
Tracking every platform : In-Stadia & On-Screen

It is for answering these questions that we have.

To know more on TAM Sports offering, over to Praddy