MxMIndia

Tag: Indian Premiere League

  • With the release of OOH data, IPL gains an additional 10% viewership

    BARC forays into out-of-home TV viewership

    By A Correspondent

     

    BARC India has expanded its TV viewership measurement service by launching Out Of Home (OOH) TV viewership measurement. With this, BARC India will now be able to report TV viewership that happens in social hotspots like restaurants, pubs and bars in select cities.

     

    BARC India’s OOH measurement, which captures the growing trend of TV viewing outside homes, is a pre-subscribed service. The current OOH measurement service tracks viewing across 900+ establishments in Mumbai, Delhi and Bengaluru, using 1500+ meters.Star has been the first network to subscribe to this service for the ongoing Indian Premiere League (IPL).

     

    As per available data, OOH viewing generated a total of 19.4 million Impressions for the first eight IPL matches in the three cities. This, if compared to BARC India’s currency panel in these markets, is an additional 10% viewership, notes a communique. The OOH data is sample study across Delhi, Mumbai and Bangalore. If a study was done for other similar cities one could expect to see a comparable lift in viewership.

     

    Said Partho Dasgupta, CEO, BARC India: “With our commitment to measure ‘What India Watches’, it was a natural step for us to measure OOH viewing. This is also aligned with our goal of measuring content wherever it plays- irrespective of screen or pipe. Measuring Out Of Home viewing is another initiative towards this objective. The robust technology backbone we have set up allowed us to seamlessly measure out of home viewing. We will continue to offer more such path-breaking services that yields sharper insights to industry.”

     

     

  • Launches the new VIVO IPL marketing campaign “10 saal aapke naam” on a celebratory note

    Sony Pictures pays tributes to fans in the tenth season of VIVO IPL

    By A Correspondent

     

    Sony Max, Sony Six and SONY ESPN, the official television broadcasters of the Indian Premiere League (VIVO IPL) have unveiled a new campaign titled “10 saal aapke naam” to coincide with the tenth edition of the tournament and the network’s association with it.

     

    The series of six ad films with the key message “10 saal aapke naam” encapsulate the fervor and madness of the fans across gender, generations and geographies.

     

    The creative agency continues to be DDB Mudra and the films have been directed by Hemant Bhandari of Chrome Pictures Media. For the anthem the broadcaster has roped in music composer duo, Salim-Sulaiman and singer Benny Dayal.

     

    Said Neeraj Vyas, Senior EVP & Business Head, Sony Max cluster at SPN: “Over the last nine years we have seen the tournament grow in terms of stature, viewership and the buzz that it creates and hence it was only logical to make the tenth year a grand celebration. The marketing campaign borrows from real life insights on how viewers engage and involve themselves with the game. We believe that the fans are instrumental in making this tournament the mega blockbuster that it is and that is why this year’s campaign is an ode to the Vivo IPL Fan”.

     

  • The latest IPL scandals – match fixing, SRK-MCA brawl and molestation case – have started everyone talking again, not all of it good

    Nothing can kill brand IPL: Experts

    Indian Premiere League (IPL) was the most-talked about sporting tournament inIndiawhen it started in 2008. From players’ auctions to cheerleaders, the Twenty20 championship caught everyone’s fantasy.

     

    From its inaugural year till today, the tournament has been more than just cricket. It seems that IPL and controversies go hand-in-hand. Slapgate, cheerleaders’ uniforms and Lalit Modi’s case made us wonder if one had seen it all. However, the hand-in-glove relationship the cricket tournament has had with controversies has never stopped. The latest ones – match fixing, SRK-MCA brawl and molestation case – have started everyone talking again, not all of it good. Some even want the IPL to shut down as well.

     

    MxMIndia’s Meghna Sharma spoke to a few media professionals to know if they think brand IPL is losing its value.

     

    Dilip Cherian
    Vikram Sakhuja
    Josy Paul

    Dilip Cherian, image consultant and co-founder Perfect Relations

    It’s true that brand IPL has taken a knocking due to current controversies. However, I don’t think it will harm the brand. The recent events just show that the various rules and regulations need to be stricter and implemented well.

     

    As long as crowds go to the stadiums and viewers switch on their television sets to watch the matches, the show will go on. It also brings other brands into people’s mind. Hence, marketers will continue to invest in the tournament.  So, why will the brand die?

     

    Vikram Sakhuja, CEO – South Asia, GroupM

    With so many channels and shows, the eye-ball distribution is obvious. But the tournament, so far, has got more TRPs than last four years. This only proves that the tournament is doing well. IPL is alive and kicking and will continue to do so.

     

    Josy Paul, Chief Creative Officer and Chairman BBDO India

    IPL is a bhelpuri of entertainment, and not cricket. The more controversies, the merrier it will be for the tournament. Nothing can shake it; controversies and achievements will only increase its sheen. The brand IPL is about entertainment and it is providing the same to its fans.

     

    Kushal Sanghvi, MD, Spiider Digital Hub

    The TRPs of this season is around 3, so it is not doing as well. However, the show is big and helps any brand to position itself well across sections. The marketers get visibility so will continue to get associated with it. No controversy can shake it; it will continue to remain huge.

     

    Kamal Nandi, vice-president (sales and marketing), Godrej & Boyce

    The stats have gone down, so it is becoming less lucrative to invest in the IPL. There is no doubt that it is a strong brand and will be so – controversies or no controversies. However, marketers will be a little cautious in investing in the tournament is the returns are lower than the investment.