Marketers cash in on football frenzy

With the World Cup in South Africa, live matches will be shown prime time in India, with an expected television viewership of 110 million. The numbers may appear small, yet, given the list of sponsors, the popularity of soccer seems to be on the rise. Vodafone and Airtel DTH are the presenting sponsors, while associate sponsors are Nokia, Samsung and Hero Honda. The list of spot buyers includes Parle Agro, Pernod Ricard, Micromax, BPCL, Coca Cola and Jhaveri Industries (makers of Badshah Masala). Cos try to corner profit on Jabulani

Average buys were between Rs 1.75 to 1.95 lakh for 10 second spots. The main sponsor is said to have paid Rs 16 crore for 64 matches, while associates paid Rs 13 crore, sources said.

The latest Nielsen Global Online Survey reveals that eight out of ten (81%) Indians are expected to follow the live telecast of the game on television. About 58% is expected to follow it in the newspaper, and half are likely to watch the games in delayed broadcasts and highlights on TV.

Internet on mobile phones (34%) is another option of following the game along with online video clips (30%), online streaming (28%), radio (20%), online blogs/chat rooms/forums (18%), video clips and applications on mobile phones (both 14%), and podcasts (6%).

Source: Percept

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