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Cricket (Sport)

Advertisers and Viewers: A Tale of Two Tournaments

Strategic Insights

— 1 min read

The FIFA World Cup and the Asia Cup had the nation's sports enthusiasts and advertisers on the edge of their seats. While the FIFA World Cup was hailed as the most anticipated sporting event, the Asia Cup also drew a massive audience. Afaqs! digs into the numbers to find out which event scored higher with advertisers and viewers.

Key Takeaways:

  • The FIFA World Cup pulled in about Rs 160 crore in revenue for its official broadcaster, while the Asia Cup raked in revenue to the tune of Rs 100 crore.
  • Industry sources reveal that advertisers reduced their marketing spends on cricket by as much as 30 per cent due to the FIFA World Cup.
  • Consumer durables, telecom, and handset advertisers were the top spenders in both tournaments, with six common brands among the top 12 advertisers.
  • Match timings played a crucial role in advertisers' decisions, with prime-time timing favoring the FIFA World Cup.
  • The Asia Cup boasted a cumulative reach of 81.7 million viewers, with an average TVR of 1.7, compared to the FIFA World Cup's 53 million reach and 0.65 TVR.

Statistics:

  • Rs 160 crore in revenue generated by the FIFA World Cup
  • Rs 100 crore in revenue generated by the Asia Cup
  • 30 per cent reduction in marketing spends on cricket due to the FIFA World Cup
  • 38 advertisers on Asia Cup
  • 24 advertisers on FIFA World Cup
  • 81.7 million cumulative reach for Asia Cup
  • 53 million cumulative reach for FIFA World Cup
  • 1.7 average TVR for Asia Cup
  • 0.65 average TVR for FIFA World Cup

Sources:

  • Blah, Indranil Das, vice-president, KWAN Entertainment & Marketing Solutions
  • Srivastava, Ambika, chairperson, ZenithOptimedia
  • India Today, TAM Sports data (June 15-19, C&S, 4+, all India)
  • Radhakrishnan, Divya, president, TME

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