INDIAN PREMIER LEAGUE(IPL)

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INDIAN PREMIER LEAGUE ADERVETISING RATINGS

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INDIAN PREMIER LEAGUE(IPL)

  1. 1. Introduction: The Indian Premier League (IPL) is a Twenty20 cricket championship league in India. It was initiated by Lalit Modi and the Board of Control for Cricket in India (BCCI), after an altercation between the BCCI and the Indian Cricket League.[1] The league is headquartered in Mumbai, Maharashtra,[2][3] and is currently supervised by BCCI VicePresident Ranjib Biswal,[4] who serves as the league's chairman and Commissioner. It is contested by nine teams as of 2013, consisting of players from around the cricketing world. The Premier League is generally considered to be the highest-profile showcase in the world for Twenty20 (T20) cricket, the shortest form of professional cricket with just 20 overs per innings, but the IPL is perhaps as well known for its commercial success as for the cricket played – during the sixth IPL season, in 2013, its brand value was estimated to be around US$2.99 billion.[5] Live rights to the event are syndicated around the globe, and in 2010, the IPL became the first sporting event to be broadcast live on YouTube.[6] In 2012 the naming rights for the series was awarded to Pepsi.[7] Two eligible bids were received, with Pepsi winning over Airtel with a bid of 3968 million.[8] However, the league has been the subject of several controversies where allegations of cricket betting, money laundering and spot fixing were witnessed. Concept of ipl: The BCCI launched the Indian Premier League (IPL) on the lines of football’s English Premier League and the National Basketball League (NBA) of the US. The IPL is a professional Twenty20 cricket league created and promoted by the BCCI and backed by the ICC IPL has been conceived on the lines of the English premier league, where local football teams with a defined fan base(supporters) play against each other.The idea behind IPL is to sell cricket as a high involvement reality show that would appeal to all audiences.IPL has eight teams sold to franchises for perpetuity. These franchises can run the league in their individual styles and can raise resources from the primary market. Bollywood stars in ipl: Four, attracting the movie stars like Shah Rukh Khan, Preity Zinta and Shilpa Shetty along with highly placed industrialist as team owners, ensured ample media and public interest which further contributed to the success of the event. Six he also applied a rule of only 4 foreign players could play in 1 match so local support could be got.Even a strategy of cheerleaders to attract crowd.
  2. 2. History of the event: The IPL is a Twenty20 cricket tournament which was inaugurated in 2008. During the same period Zee "Indian Cricket League" was operational. Twenty20 cricket was first introduced at a competitive level by the England and Wales cricket board in 2003 but the Indian Premier League is largely credited with being the institution that projected the format of the game onto the world stage.The Indian Premier League was initiated by the Board of Control for Cricket in India (BCCI) and has been an enormous success. The annual tournament, played in the months of April and May has gone from strength to strength and is largely viewed as being the 'richest' tournament in world cricket. There are the eight franchises that field teams to play in the IPL (in brackets original cost of franchise in $/million): Chennai Super Kings, CSK (91) Delhi Daredevils, DD (84) Kings XI Punjab, KXIP (76) Kolkata Knight Riders, KKR (75.1) Mumbai Indians, MI (0) Rajasthan Royals, RR (0) Royal Challengers Bangalore, RCB (111.6) Sunrisers Hyderbad, SRH (159)
  3. 3. Franchises The winning bidders for the eight franchises were announced on 24 January 2008. [24] price for auction was US$400 million, the auction fetched US$723.59 million. [23] While the total base On 21 March 2010, teams from Pune and Kochi were unveiled as the two new franchises for the fourth edition of the Indian Premier League. The base price was $225 million. While Pune was bought by Sahara Adventure Sports Group for $370 million, the Kochi franchise was bought by Rendezvous Sports World Limited for $333.3 million. The process was to have been completed on 7 March but was [25] postponed by two weeks after many bidders and the BCCI objected to stiff financial clauses. The second franchise auction fetched total $703 million. The rights to the Hyderabad franchise were awarded to the Sun TV Network in October 2012. [26] Sponsorships India's biggest property developer DLF Group paid ₹ 250 cr (around US$50 million) to be the title sponsor [48] of the tournament for 5 years from 2008 to 2012. Beginning in the 2013 season, the American food and beverage company PepsiCo took over title sponsorship in a new five-year deal valued at ₹ 3968 million, and also reached deals with eight IPL teams to become their exclusive beverage supplier for the 2013 [49][50] season. Other year sponsorship agreements include a deal with motorcycle maker Hero Honda worth $22.5 million, one with PepsiCo worth $12.5 million, and a deal with beer and airline conglomerateKingfisher at $26.5 million
  4. 4. Brand campaign: Defending IPL Champions Kolkata Knight Riders launched a new slogan — ‘One Team. One Pledge’ as their brand campaign ahead of the sixth edition of the mega-tournament starting. Three years ago in IPL-2, for instance, Coke cocked a snook at Pepsi's 'Youngistan' campaign by getting the latter's brand ambassadors like Virender Sehwag and Ishant Sharma to be present at its promotional activities. Coke could do this because it was an associate sponsor and official pouring partner for Delhi Daredevils (which Sehwag captained) and Kolkata Knight Riders (of which Sharma was a part) The best Mumbai bars to watch IPL Twenty20 cricket The Indian Premier League's Twenty20 cricket, which started it's fifth season last week, is the new religion in India. The bars of Mumbai are a great place to soak up the atmosphere, grab a cold beer and watch the game in (relative) peace.
  5. 5. Owners’s and their franchise investment of previous y Teams Owners Franchises Amount Mumbai RIL $111.9 m Delhi GMR Group $84 m Kolkata Red Chillies Entertainment $75.09 m Chennai India Cements $91 m Jaipur Emerging Media $67 m Hyderabad Deccan Chronical $107 m Bangalore UB Group $111.6 m Mohali Preity Zinta, Ness Wadia $76 m
  6. 6. Brands associated with Ipl 2013: Pepse Indian Real Estate DLF Fly kingfishers Hero Honda Aircel Trp of Ipl’s past season: Channel Genre Average TRP SONY & SET MAX IPL 10-11 ZEE Soaps + Rock and Roll family 1.7 STAR Soaps + Paachvi Pass (SRK) 4-5 9X Chak De Bacche+ Reality 0.7 - 1.35 NDTV Mythological + Drama 1.25 - 2.12
  7. 7. Official broadcaster is asking for Rs.15 lakh per 10 seconds, about three times the rate charged in league matches 2013. The ad rates have been raised thanks to the increase in audience reach—168 million as of 27 April, compared with 163 million viewers for the 2012 tournament Prime time of advertisement of ipl is 8 pm to 12pm. the TAM data said the average all India ratings of the first 37 matches (3 April to 27 April) this year is 3.1 TVR, compared with 3.4 TVR for the first 37 matches of IPL 5 (2012). In the current edition of IPL, sponsors paid Rs.4-4.25 lakh per 10 seconds of ad time, while spot advertisers paid around Rs.4.5 lakh, Mint reported in January. Once the league began, MSM increased rates by 10-15%, according to company executives. Point of Impact on economy and best economical time to purchase advertising:marketing communications effectiveness initiates an increase in sales volume and brand building. The cause and effect relationship between point of purchase (POP) advertising and consumer purchase behaviour was established through extensive review of relevant literature. The recommendations will aid corporate organisations to enhance their point of purchase (POP) advertising and marketing strategies towards increasing overall sales.The point of purchase, according to Quelch (2006) is the most suitable place and period to communicate with consumers since it is where they make their brand choice decisions. It is the time and place at which all elements of sale (consumer, money, and product) come together. Fitzgerald (2006) believes that the consumer’s in-store behaviour has been described in the following terms that highlight the importance of point of purchase advertising; “shoppers are explorers. They are on safari, hunting for bargains, new products and different items to add excitement to their everyday lives. Three of every four are open to new experiences as they browse the aisles of supermarkets and search for bargains at drugstores and mass merchandisers”.This translates into an opportunity to make a measurable impact just when shoppers are most receptive to new product ideas and alternative brands. Savvy marketers realize that the in-store environment is the best chance to make a difference. Although consumer-buying behaviour in recent time has been driven by point of purchase advertising. Existing queries on marketing communications effectiveness initiates an increase in sales volume and brand building. This paper examines the queries bordered on advertising clutters, medium message, method, timing and their implications on achieving tactical marketing and sales objectives.
  8. 8. Conclusion: Marketters said a media buying executive at a leading agency who spoke on condition of anonymity. ―So, for such advertisers with short-term goals, the premium rate isn’t expensive.‖ marketers launching new campaigns or brands will pay if they consider the platform to be an effective one. ―IPL remains the only big-ticket TV property to bring in reach, especially for those advertisers who are not often on-air or seasonal advertisers,‖

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