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CRICKET‘THE GAME’ CHANGER
IntroductionCricket is a bat-and-ball game played between two teams of 11 players ona field, at the centre of which is a r...
ObjectivesTo understand the TV Viewing pattern  Cable & Satellite penetration in India  Different market cluster define...
Ch1. Indian TV viewing patternCS penetration in IndiaMarket definitionZone wise channel preferenceNormal day channel s...
Cable and Satellite Penetration
Do all these 84% Householdshave similar viewership behavior
Partitioning of India Viewership Zones
Zone wise channel preferences              HSM36% of viewership shared by 300 channels !!!!The single largest channel ac...
Zone wise channel preferences         TN & Kerala
Zone wise channel preferences          KAR & AP
Cricket – The Mass Game
Normal day Channel Share             All IndiaOn a normal day general entertainment is most viewed
Channel Share T- 20 Final           (Ind vs. Pak)When India plays a major match, Cricket simplydominates all the other cha...
Ch2. Viewership during highprofile cricketing eventsA look into WC 2003 & 2007Indian Premier League
84% increase in viewers
2003 – Good performance – Better ViewershipViewership is linked to team’s      performance !!!                            ...
Indian Premier League 2008/09/10/11/12
9 teams – kochi dropped
Story till now…..
Audience Reached             Source : TAM,              Reach :All India C&S Homes,             Channel :MAX             J...
Reach Maintained              Source : TAM,               Reach :All India C&S Homes,              Channel :MAX           ...
40% + higher ratings for the finals                        Source : TAM,                         TVR for L/T of matches on...
Team performances― Each cities and states highest average is behind their state team― Exceptions to this were Punjab which...
Ch3. Effect of ‘the Game’Impact on other channelsImpact on programming content & advertising
Impact on Other Channels
Hindi GEC viewership dipped by     10% during WC 2007
Sports viewership shot up 9 times during ICC T20
Impact on Content and    Advertising
3 fold rise in Cricket content since                2003
Advertising volumes doubled          in 2007            102%            91%
Almost 50% share of advertising        by top 3 Sectors          World Cup 2007
The growth continues - IPL
Advertising Dynamics- IPL                            Investments from                                Top 10 have          ...
Cricket Myths BustedHypothesis 1 - Female viewership on cricket                affects other genresHypothesis 2 - Cricke...
Hypothesis 1Female viewership on cricket  affects the other genres
GEC channels witnessed a decline  of female viewership during            WC 2007                           Source: TAM    ...
WC airing channels saw a rise in      female viewership
Primetime viewership shifted to             IPL
Audience movement― Any Channel viewership dropped in the IPL period over pre IPL by   5.6%, loses largely across HSM marke...
Across markets Regional’s lose to              IPL                       TN                            Source : TAM       ...
RealityFemale viewers ditch the GEC’sfor Big Ticket Events on cricket
Hypothesis 2Cricket anytime, anywhere
IPL Case StoryIndian Playing Series
RealityWhen cricket is played outsideSubcontinent countries, clear drop is observed in Cricket         Viewership
Hypothesis 3  India’s performance linkeddirectly to Cricket Viewership
India’s early exit – key reason for        the dismal ratings
RealityIndia’s victory / presence beyond     leagues draws audience
Hypothesis 4Cricket will continue to dominate    in 2015 with the Gen Next
Decline in the viewership   from Kids Segment forCartoon / Animation channels                        Source : TAM         ...
WC airing channels saw a rise in        kid viewership                           Source : TAM                           TG...
Kids interest in cricket is rising                              Source : TAM                              TG – 4-14       ...
Cricket will continue to dominate     in 2015 with Gen Next
Hypothesis 5All formats of cricket is watched
Format acceptance over years
Affecting Advertising
Advertising moving towards the        popular format
Summarizing
Continent FactorKey face offs to be in tune with the subcontinent viewerClassical case, IPL 2 in SA, India’s tour of Aus...
Wooing the Kids and Female Viewers
THANK YOU
Cricket - 'The Game' Changer
Cricket - 'The Game' Changer
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Cricket - 'The Game' Changer

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Cricket - 'The Game' Changer

  1. 1. CRICKET‘THE GAME’ CHANGER
  2. 2. IntroductionCricket is a bat-and-ball game played between two teams of 11 players ona field, at the centre of which is a rectangular 22-yard long pitch. Oneteam bats, trying to score as many runs as possible while the otherteam bowls and fields, trying to dismiss the batsmen and thus limit theruns scored by the batting team. In professional cricket the length of agame ranges from 20 overs of six bowling deliveries per side to Testcricket played over five days. The Laws of Cricket are maintained by the International CricketCouncil (ICC) and the Marylebone Cricket Club (MCC) with additionalStandard Playing Conditions for Test matches and One DayInternationals. Cricket was first played in southern England in the 16thcentury. By the end of the 18th century, it had developed into the nationalsport of England.The expansion of the British Empire led to cricket being played overseasand by the mid-19th century the first international matches were beingheld. The ICC, the games governing body, has 10 full members. Thegame is most popular in Australasia, England, the Indian subcontinent,the West Indies and South Africa.The purpose of the study is to understand the effect Cricket as a game hason the viewership & advertising trends in India. The study will also lookinto different events for understanding the changing trends
  3. 3. ObjectivesTo understand the TV Viewing pattern Cable & Satellite penetration in India Different market cluster defined Channel preference as per defined market cluster Understanding cricket – The Mass Game Normal day channel share Channel share during WC T20 Final – Ind Vs PakViewership pattern during high profile sports event on TV A peek into the WC 2003 & WC 2007 Story of IPL – Season 1,2,3,4,5Effect of the Game On content of channel On advertising On other regular channelsSome cricket myths bustedSummary
  4. 4. Ch1. Indian TV viewing patternCS penetration in IndiaMarket definitionZone wise channel preferenceNormal day channel shareChannel share during ICC T20 final (Ind Vs. Pak)
  5. 5. Cable and Satellite Penetration
  6. 6. Do all these 84% Householdshave similar viewership behavior
  7. 7. Partitioning of India Viewership Zones
  8. 8. Zone wise channel preferences HSM36% of viewership shared by 300 channels !!!!The single largest channel accounts for 13% ofaudiences
  9. 9. Zone wise channel preferences TN & Kerala
  10. 10. Zone wise channel preferences KAR & AP
  11. 11. Cricket – The Mass Game
  12. 12. Normal day Channel Share All IndiaOn a normal day general entertainment is most viewed
  13. 13. Channel Share T- 20 Final (Ind vs. Pak)When India plays a major match, Cricket simplydominates all the other channels
  14. 14. Ch2. Viewership during highprofile cricketing eventsA look into WC 2003 & 2007Indian Premier League
  15. 15. 84% increase in viewers
  16. 16. 2003 – Good performance – Better ViewershipViewership is linked to team’s performance !!! 2007– Early Exit Dip in Viewership
  17. 17. Indian Premier League 2008/09/10/11/12
  18. 18. 9 teams – kochi dropped
  19. 19. Story till now…..
  20. 20. Audience Reached Source : TAM, Reach :All India C&S Homes, Channel :MAX Jharkhand not included
  21. 21. Reach Maintained Source : TAM, Reach :All India C&S Homes, Channel :MAX Jharkhand not included
  22. 22. 40% + higher ratings for the finals Source : TAM, TVR for L/T of matches only. All India C&S Homes MAX Jharkhand not included
  23. 23. Team performances― Each cities and states highest average is behind their state team― Exceptions to this were Punjab which seemed to be viewing all team matches more or less on par, and AP where CSK performed a bit better in average ratings as compared to the home team― Kolkatta while fully supporting and viewing the home team also managed to be loyal to Dada’s PWI, getting high viewership behind that team as well― Mumbai and Pune both had high viewership for their own teams but at an overall Maharashtra level, MI won in terms of ratings.― The highest recorded average was behind the finals from Kolkata and WB followed by Chennai – the finals were between CSK and KKR Source : TAM, TVR for L/T of matches only. All India C&S Homes MAX Jharkhand not included
  24. 24. Ch3. Effect of ‘the Game’Impact on other channelsImpact on programming content & advertising
  25. 25. Impact on Other Channels
  26. 26. Hindi GEC viewership dipped by 10% during WC 2007
  27. 27. Sports viewership shot up 9 times during ICC T20
  28. 28. Impact on Content and Advertising
  29. 29. 3 fold rise in Cricket content since 2003
  30. 30. Advertising volumes doubled in 2007 102% 91%
  31. 31. Almost 50% share of advertising by top 3 Sectors World Cup 2007
  32. 32. The growth continues - IPL
  33. 33. Advertising Dynamics- IPL Investments from Top 10 have increased over the last few years going up from 48% in 2011 to almost 60% like in 2009.IPL sold at 20% higherrate than last year.Clients were not infavour of rate hike andopted out of IPL,leading to newer playerscoming in. IPL wentunder booked but MAXrefused to let down ratesand filled inventory withpromos
  34. 34. Cricket Myths BustedHypothesis 1 - Female viewership on cricket affects other genresHypothesis 2 - Cricket anytime anywhereHypothesis 3 – India’s performance linked to viewershipHypothesis 4 – Cricket will continue to dominate in 2015 with Gen NextHypothesis 5 – All forms of cricket is being watched
  35. 35. Hypothesis 1Female viewership on cricket affects the other genres
  36. 36. GEC channels witnessed a decline of female viewership during WC 2007 Source: TAM CS4+ Female All India
  37. 37. WC airing channels saw a rise in female viewership
  38. 38. Primetime viewership shifted to IPL
  39. 39. Audience movement― Any Channel viewership dropped in the IPL period over pre IPL by 5.6%, loses largely across HSM markets of UP, Raj and Punjab. This could be due to power fluctuations and regular power cuts faced in the north in Summers― Even females had to give away their serials and move to IPL in HSM, but the second rung GEC’s faced a higher loss than their favourite channels― Even in regional markets, the trend was the same, with MAX gaining across markets.― In Maharashtra the regional GEC’s maintained share, with loss of viewership coming from the Hindi GEC’s Source : TAM, TVR 000’s C&S Homes,
  40. 40. Across markets Regional’s lose to IPL TN Source : TAM F 15 + ABC C&S Homes,
  41. 41. RealityFemale viewers ditch the GEC’sfor Big Ticket Events on cricket
  42. 42. Hypothesis 2Cricket anytime, anywhere
  43. 43. IPL Case StoryIndian Playing Series
  44. 44. RealityWhen cricket is played outsideSubcontinent countries, clear drop is observed in Cricket Viewership
  45. 45. Hypothesis 3 India’s performance linkeddirectly to Cricket Viewership
  46. 46. India’s early exit – key reason for the dismal ratings
  47. 47. RealityIndia’s victory / presence beyond leagues draws audience
  48. 48. Hypothesis 4Cricket will continue to dominate in 2015 with the Gen Next
  49. 49. Decline in the viewership from Kids Segment forCartoon / Animation channels Source : TAM TG – 4-14 Mkt – All India
  50. 50. WC airing channels saw a rise in kid viewership Source : TAM TG – 4-14 Mkt – All India
  51. 51. Kids interest in cricket is rising Source : TAM TG – 4-14 Mkt – All India
  52. 52. Cricket will continue to dominate in 2015 with Gen Next
  53. 53. Hypothesis 5All formats of cricket is watched
  54. 54. Format acceptance over years
  55. 55. Affecting Advertising
  56. 56. Advertising moving towards the popular format
  57. 57. Summarizing
  58. 58. Continent FactorKey face offs to be in tune with the subcontinent viewerClassical case, IPL 2 in SA, India’s tour of Australia
  59. 59. Wooing the Kids and Female Viewers
  60. 60. THANK YOU

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