MxMIndia

Tag: IPL

  • The IPL is huge, it's very successful, and it's here to stay. Everyone loves it. Uncles, aunties, bhabhies, nephews, nieces, saases, bahus, and the family dog

    Anil Thakraney: I concede defeat to IPL

    By Anil Thakraney

     

    I have been secretly wishing for the last five years that by some miracle, the IPL vanishes from the scene. Instead, it’s been going from strength to strength. My big allergy to this pyjama form of cricket is that it’s everything but cricket. As a so-called purist, I detest what this tamasha has done to the game itself, and these issues have been debated before.

     

    That aside, I have two other grouses with the IPL. One, the laundry list of controversies. The list is so large, one could write a book titled ‘IPL & Scandals’, and it will be an international bestseller. I recall interviewing the IPL CEO Sundar Raman (for GQ) a couple of years ago, and the question listing the controversies was ten times larger than his response, I had to edit the question to maintain some sort of balance! Since then, the suitcase of scandals has grown even larger. Makes you wonder if such a tournament is worth staging.

     

    My other complaint with the organizers has to do with the manner in which the IPL was born: Sans grace. Lalit Modi (now persona non grata) directly lifted the idea from the Zee group (ICL), without even leaving behind a little Post-it note saying ‘Thank you for the idea, guys’. Rather, the BCCI used tremendous money power to demolish their show, even going to the extent of penalizing young players who had signed up with the ICL. Here’s another interview memory: I met Kapil Dev (then in charge of putting the ICL together) in 2007 (for Mumbai Mirror). The national hero looked utterly crestfallen and defeated… he knew he was captaining a fast sinking ship. I can’t bring myself to respect a project that’s created out of malice and vendetta.

     

    However, all this doesn’t change the fact that the IPL is huge, it’s very successful, and it’s here to stay. Everyone loves it. Uncles, aunties, bhabhies, nephews, nieces, saases, bahus, and the family dog. As ticket sales plummet for traditional cricket, there’s always a mad rush for this nonsense club cricket, people beg and plead for passes. And the TV audiences remain faithful over the long two month period. Plus, it makes marketers very happy. Advertisers queue up to open their purse strings, even if they otherwise complain of ‘recessionary times’. In short, the nation has taken to the IPL gleefully, and old world relics like myself have no option but to eat humble pie and watch the madness from the sidelines.

     

    So let the games begin. Yes, I will gate crash this party. Look out for my review of the opening ceremony on Friday. I am already going ‘Dhumping Dhapaka’, or whatever else Farah Khan calls it.

     

    ***

     

    PS: Now this I like. We need more such cool and spirited souls in India. We are a nation of stuck up people, and it is maha refreshing to watch singer Anvita Dutt personally arrive to accept her ‘insult’. Jai ho!

     

    Link: http://www.youtube.com/watch?v=y5yXEB6meCo&feature=youtu.be

     

  • The MEC-Meritus forecast averages the IPL TV rating to be 3.9, a 2.6 % increase over 2012

    IPL ratings will look up: MEC forecast

    By A Correspondent

     

    Media buying and planning agency MEC, a founding partner of GroupM, has announced the findings of its IPL TV Rating Estimation Study, now in its fifth edition.

     

    A combination of primary research and high-end analytics, the study has achieved 100 percent accuracy in the past, including last year. The research was conducted in Mumbai, New Delhi, Kolkata, Chennai, Bengaluru, Hyderabad, Jaipur, Pune, Chandigarh and Ahmedabad. As in previous years, the study has been carried out in association with Meritus, WPP’s analytics company.

     

    Key findings of the study are:

    Average TV rating for the league stage is expected to go up from 3.8 last year to 3.9 – an increase of 2.6% (15+ years, Male/Female, SEC ABC)

    MI (4.5), KKR (4.2) and CSK (4.1) games to have the highest ratings

    Home team (84%), favorite team (79%) and Indian stars (64%) continue to be deciding factors to watch a match. Time of the match (49%) is also gaining importance.

    MI (23%), Chennai (19%) and KKR (14%) are the most popular teams. Support for Hyderabad has gone up by 200% (2% to 6%), Bangalore has dropped by 50% (12% to 8%)

    Sachin Tendulkar (80), MS Dhoni (79), Yuvraj Singh (76), Virat Kohli (74) and Virender Sehwag (73) are the most popular Indian players in the League; Chris Gayle (60), Ricky Ponting (55), Brett Lee (51) and Kevin Pietersen (50) are most popular foreign players

     

    T Gangadhar

    T Gangadhar, Managing Director, MEC India, said, “Our study suggests that IPL seems to have matured as a property. The study clearly establishes that ratings in the first phase (first 18 games) impact the fate of the entire league. With Pepsi activating their title sponsorship in a big way, the BCCI launching the IPL Fantasy League and India’s strong performance against Australia, the first stage of the league could get further momentum. We expect the IPL Fantasy League to become a key part of the live broadcast experience and as a result, social chatter around IPL could grow significantly,” he added.

     

    Sunder Muthuraman, Managing Partner, Meritus Analytics, also believes that the IPL brand is reflecting the behaviour of a typical mature consumer product. “Our proprietary survey, that is integral to the forecast, shows that there is a segment of audience who will watch more than last year (say, the loyalists) and another segment who will watch lesser (say, the rejecters). Given that the former segment is larger than the latter, the ratings are likely to be marginally higher than in 2012. Given our past successes, we hope our pioneering rating forecast methodology will be adopted by all broadcasters and advertisers,” Mr Sunder concluded.

     

  • Ormax Trac20 will track the advertising recall and effectiveness for IPL 6 advertisers who subscribe to the research, through a series of parameters

    Ormax Media announces India’s largest IPL research, ‘Ormax Trac20’

    By A Correspondent

     

    Media insights firm Ormax Media announced that it will be conducting India’s largest syndicated research to measure the impact of sponsorship and advertising on the brand partners of IPL 6. The research called ‘Ormax Trac20’ will be conducted across 9,000 respondents in three phases – pre-IPL, during the IPL and post-IPL – for the sixth edition of the tournament this year.

     

    Ormax Trac20 will track the advertising recall and effectiveness for IPL 6 advertisers who subscribe to the research. This will be done through a series of parameters, such as ad recall, ad likeability, innovations sponsorship recall and brand imagery impact. The study will measure key perceptions of IPL, such as team loyalty and viewing behaviour. Additionally, early subscribers will be allowed to add customized question to the track to suit their specific requirements.

     

    Shailesh Kapoor

    Speaking about Ormax Trac20, Shailesh Kapoor, CEO, Ormax Media, said, “Ormax Trac20 is by far the biggest IPL research India has ever seen. It can be used by brands to measure the effectiveness of their association with IPL 6 at various levels, allowing them to take business decisions to optimize their high investments in IPL, both during the course of IPL 6 as well as for future seasons. The research is relevant for all advertiser types, be it ground sponsors, television sponsors or spot-buy driven advertisers.”

     

    The research will be conducted in the nine home markets for the franchisees, namely Mumbai, Delhi, Chennai, Hyderabad, Bangalore, Kolkata, Pune, Chandigarh and Jaipur.

     

  • It's superb because it strikes at the heart of the tournament; the IPL is more fun than games, it's an outdoor party where everyone is legally allowed to make a complete fool of themselves

    Debrief: IPL: Tamasha full-on!

    By Anil Thakraney

     

    Good fun campaign from Sony MAX for IPL 2013, I love it. And I say this despite the fact that I abhor this format of ‘cricket’, if it can be called that. That’s because the campaign is tailor made for this pyjama sport.

     

    The punchline sets the tone straightaway: ‘Sirf Dekhneka Nahin’. It’s superb because it strikes at the heart of the tournament; the IPL is more fun than games, it’s an outdoor party where everyone is legally allowed to make a complete fool of themselves. And for a change, a celebrity has been cast intelligently: Choreographer Farah Khan.

     

    Khan visits people’s homes/offices, and encourages them to not just watch the IPL, but dance wildly as well. She, along with her equally peppy ‘live band’ companions, shows people the right moves, and this makes the ads entertaining. In one commercial, Khan demonstrates to some serious officers how to celebrate when a player hits a boundary. This leads to madness in the boardroom. In another ad she gets some rather ‘healthy’ kitty party ladies to let off steam, causing an earth shaking situation, quite literally.

     

    Haanji, lots of masti, naatak and mazaa, which is the correct route for IPL. Khan does a fab job as the loud, energetic dance master, she is like this in real life too, and therefore she performs effortlessly. Her madness rubs off on all the others. Also, must say the script is well crafted, the junta will enjoy this comic stuff.

     

    Rating: (On a scale of 1-5): 3.5. Perfect approach for tamasha cricket

     

  • It's a revival of cola wars as PepsiCo plans Rs 150-crore IPL splash to take on Coca-Cola

    Pepsi plans Rs 150-cr IPL splash to take on Coca-Cola

    By Ratna Bhushan

     

    PepsiCo is spending almost Rs 70 crore on top of its title sponsorship deal of the Indian Premier League to bag almost all possible on-air and on-ground sponsorship and branding deals for the upcoming T20 tournament.

     

    The US beverage and snacks maker has signed a Rs 50-crore deal with Multi Screen Media, owners of SET Max channel, to become one of the two presenting sponsors of the event, and will cough up another Rs 16-18 crore to become drinks partners of all eight IPL teams expect Mumbai Indians.

     

    Overall, it will be spending almost Rs 150 crore, or Rs 3 crore per day, on the 50-day tournament in what is seen as a strategy to block out arch rival Coca-Cola from the most lucrative sporting event in the country. In November, PepsiCo had bagged title sponsorship of IPL for five years for Rs 400 crore, or Rs 80 crore per year.

     

    Homi Battiwalla, senior director, marketing (colas, juices and hydration), at PepsiCo India, justified the huge investment, saying IPL is ‘the most relevant property’ in the season. “There’s a lot of opportunity to maximise the valuation… we are optimistic we will generate much more value over what we have invested,” he said.

     

    Experts said while the strategy of blocking Coke in peak summer season will surely help PepsiCo in branding and consumer connect, PepsiCo may be over-spending on a tournament which has been seeing declining ratings over the past two years. Also, it will have to back the plan with aggressive marketing strategy to make the most of it.

     

    “This could be the revival of the cola war,” said Basabdutta Chowdhury, CEO of Platinum Media, a division of media buying group Madison World that buys media for Bharti Airtel and ITC. “Though IPL coincides with peak season time for beverages, the investments are huge and will have to be backed by a robust marketing plan,” she added.

     

    The IPL will be played between April 3 and May 26. Navin Khemka, managing partner at media buying firm Zenith-Optimedia, said Coca-Cola may still buy advertisement spots. “I am not sure if they can be blocked off,” he said. As a presenting sponsor, PepsiCo will get a major share of advertising time on Set Max, which will telecast the matches live. Coca-Cola can buy limited ad spots at about 15% higher rates than what Pepsi-Co paid.

     

    An official directly involved with the developments said PepsiCo has bought 210 seconds of advertising time per match out of a total of about 2,500 seconds of ad time per match. PepsiCo’s Mr Battiwalla said: “The broadcast sponsorship allows us a very strong play of our portfolio. We are working on a series of customised innovations with MSM to maximise our association with the broadcaster.”

     

    Apart from its drinks brands, including Pepsi Cola, lime-lemon drinks Mountain Dew and 7Up, Mirinda orange, Aquafina water and Tropicana juices, PepsiCo will promote its snacks brands Kurkure, Lays chips and Aliva biscuits through IPL.

     

    It is also in advanced stages of negotiations with eight IPL teams to tie up as pouring rights partner, while Mumbai Indians already has a deal with Coca-Cola.

     

    With every team charging anywhere between Rs 50 lakh to Rs 2 crore for pouring rights and team activations, PepsiCo will end up paying close to Rs 16-18 crore to the teams.

     

    Coca-Cola was also in talks to buy pouring rights for the nine IPL teams, but opted out because it believes the valuation doesn’t justify the asking prices, a person aware of the beverage maker’s plans said.

     

    “Coca-Cola is minimising its association with the IPL and instead is looking to maximise branding activities outside of the IPL,” the person said. A Coca-Cola spokesperson declined to comment on the IPL association.

     

    Pouring rights gives a beverage maker exclusive rights to serve its beverages in the team’s home stadiums. The individual team rights also allow it to take space on T-shirts and jerseys of teams and advertise on perimeter boards at the stadium. Pouring rights is not a central sponsorship, and deals have to be inked individually between teams and interested companies.

     

    Meanwhile, Rohit Gupta, president of MSM, said the broadcaster expected 20% growth over last year from IPL. “We have 8-10 presenting sponsorship slots in addition to ad spots,” he said.

     

    This despite on-air rates having been cut this season by about 15%, in line with declining viewership. Data by TAM Media Research shows that the first 60 matches of IPL last year recorded average ratings of 3.27, down from 3.39 in IPL 4 and over 4.0 in the first three IPL tournaments.

     

    MSM has released a marketing campaign for the IPL with Bollywood director Farah Khan, and this season, the tournament will be simultaneously telecast on all MSM channels – Set Max, Sony Six and Sony Six HD.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Hero MotoCorp goes off cricket pitch, leaves game poorer by around Rs 1,200 crore per year

    Hero exits cricket, game poorer by approx 1.2k cr a year

    By K Shriniwas Rao

     

    Cricket seems to have lost its Hero. The leading two-wheeler manufacturer, led by the Munjal family, has consciously decided to move out of all cricket sponsorships. After exiting as global sponsors of the International Cricket Council (ICC), and also from the Indian Premier League’s (IPL’s) central pool of sponsors, Hero Moto Corp, last week, called it quits with IPL’s Mukesh Ambani-owned franchise Mumbai Indians too.

     

    But the $4.5-billion automobile giant will stay associated with other sports. Earlier this year, Hero had signed a multi-year title sponsorship deal with the recently floated Hockey India League. Recently, Hero also entered into a new four-year sponsorship agreement with the International Hockey Federation (FIH) to sponsor all their events scheduled to be held in India, including the 2013 men’s junior world cup, the 2013 men’s World League Final, 2013 Champions Trophy and the 2015 Hockey World League Final. Hero has been associated with the FIH for three years now.

     

    Hero is also associated with two of golf’s premier events in India – the professional women’s tour and the Indian open – as title sponsors. However, where cricket is concerned, the New Delhi-based company has decided to stay away.

     

    Their exit leaves Indian and world cricket poorer by a collective approximate sponsorship of Rs 1,200 crore. Along with LG, Vodafone and Pepsi, Hero had renewed its contract with the ICC as one of its global sponsors – learnt to be for $25-30 million a year for three years – and were associated with cricket’s world governing body until last year.

     

    Hero was also part of the IPL’s central pool of sponsors until last year. In 2007, it had signed up with the BCCI-run Twenty20 league as associate sponsors for $22.5 million a year for a five-year period that ended in 2012. Hero was also associated with Mumbai Indians (MI) for the last two years as lead sponsors, coughing up approximately Rs 65 crore a year. MI confirmed Hero’s exit but refused to divulge details of a new sponsor. “Many national and international brands are interested but it’s not right for us to divulge details now because we’re still in talks,” an MI spokesperson said. The ICC, it is learnt, is already looking for a replacement for Hero.

     

    When contacted, a statement from Hero Moto Corp said: “We have been associated with cricket for over two decades and it is not correct to say we are moving away from cricket. Our decision to not renew IPL contracts does not dilute our commitment to cricket. We will continue to remain engaged with cricket along with other sports.”

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Will the hockey extravaganza be a worthy alternative to the cricket carnival? MxM Mondays finds out

    Can Hockey India League match IPL?

     

    By Ananya Saha

     

    From getting big brands to tie up, to having celebrities lend a face to the initiative, all efforts are geared towards making the inaugural Hero Hockey India League (HHIL) a success.

     

    The League, which began on January 14, is receiving similar enthusiasm from sports broadcaster ESPN, which wants to promote it similar to the IPL. It has even appointed cricketer Navjot Singh Sidhu as the brand ambassador of the League. Aloke Malik, Managing Director, ESPN Software India, is bullish on the future of the League and said, “We believe that hockey as a game has the pull as well as the potential to become a prominent #2 sport in the country after cricket. The game has huge following across pockets in the country. This league has all the ingredients like franchisee-led teams, home and away matches and the world’s very best players in action, to make it a success.”

     

    But can HHIL emerge a favourite for audiences as the IPL managed to do when it kicked off in 2008? Further, will the League provide enough bang for the buck of the brands involved? MxMIndia finds out what experts think.

     

    Lloyd Mathias, Director, GreenBean Ventures

    No, I don’t think the Hockey India League can become as big as the IPL, for two primary reasons. The fan-following for hockey is much smaller in India and the game format does not allow too much for advertisers: just 70 minutes and no advertising when the game is in progress, unlike cricket. Also, there are not as many superstars/big names as cricket – few people can name more than five hockey stars. There is little support from the allied entertainers that IPL benefits from – like Bollywood stars, politicians & other glitterati. Other than this, India has a relatively low standing in world hockey (we were 12th in the Olympics), fewer teams – just five this year, and not many category SA sponsors besides Hero, Dabur and Sahara.

     

    Anita Nayyar, CEO, Havas Sports & Entertainment, and CEO, Havas Media, India

    To compare any sport to cricket is almost unfair. The big league needs the big audience and cricket is an essential part of the Indian DNA, which is beyond any promotion.

     

    Just as IPL gave further impetus to cricket and local players, the Hockey India League will increase interest in hockey as a game. This is much deserved and should lead to its popularity, but in revenue terms it will be no match compared to IPL/cricket.

     

    Indian hockey in any form or league will only tend to gain, minus the politics the game has been plagued with for decades. It is sad and unfair to a game and its players when the game becomes a political playing field. Hockey has endured despite being written off many times, which speaks a lot about its popularity of this game which has won eight Olympic medals.

     

    The international focus will enable a stronger domestic league, more competitive on international platforms, so the unfortunate events of Beijing 2008 are far from repeating themselves.

     

    Ambika Sharma, MD & CEO, Pulp Strategy

    The money involved in the HHIL is less compared to the mindboggling figures of the IPL, but it’s a good start. With this investment there will be better facilities, more viewers, recognition, fame, sponsors and pressure to perform. It will definitely motivate the Indian hockey players to improve their stick work and attract more talent to join the sport. IPL is now a brand and it was the brainchild of the BCCI, which had the business motivation to market it. Cricket was at the height of its popularity. On the other hand HHIL is run by Hockey India; they will need to pull out all the stops to get to the level IPL is at today. It will take time, but well begun is half done.

     

    Aditya Save, Head, Media & Digital Marketing, Marico Ltd

    There is no point comparing the two leagues. Sport is supposed to encourage and bring out values. As long as it fulfils that, it should not be compared. When IPL was conceived, it was not supposed to be an entertaining format but look at how it turned out. As long as the game is interesting, it should be good.

     

    Raghu Viswanath, Founder & Managing Director at Vertebrand Management Consulting

    Comparison with cricket is probably not relevant. Indian hockey last won an Olympic gold in 1980 and since then has been on the downswing. With every passing year, it has touched a new low. The string of controversies which has accompanied this game recently has only added to its woes!

     

    Compare it with cricket, which won public imagination since India’s World Cup win in 1983. From being underdogs who pulled out a surprise win, the Indian team has gone from strength to strength. Cartloads of financial backing have poured in, making BCCI and cricket the richest things in the country today. This in turn has fired the aspirations of Indian youth, even in rural markets, each of who dreams of becoming the next Sachin Tendulkar and owning a garage full of Ferraris!

     

    The same generation has virtually no exposure to hockey today. May be it will not take another 10 years for HHIL to come to the level of IPL but it is definitely a long haul. Quiz any youngster about hockey and they are likely to give a blank stare.

     

    HHIL has tied up with a reputed industrial house, the Hero group. The challenge before them is not about making HHIL a hot property but about creating a favourable disposition for hockey as a game. How many of us would have really been interested in it but for the controversy of Pakistani players being denied participation at the last minute?

     

    Indians are known to tilt towards hero worship. Cricket, though it’s a team game, lends itself to individual brilliance, which in turn means heroes and gods are created and worshipped. Hockey needs to find a way to create heroes who represent the game. Their onscreen and offscreen persona needs to resonate with young Indians and they need to adopt the game. This means that you promote the game at every level of the community.

     

    So it’s a long way before hockey and cricket can even be compared.

     

  • India's biggest cricketing spectacle will entertain TV viewers fans with both SD and HD feeds

    IPL 2013 to be simulcast on Max and Sony Six

    By A Correspondent

     

    This year, the cricketing extravaganza that is the Pepsi Indian Premier League 2013 (IPL) will be simulcast on both Max and premium entertainment sports channel Six, Multi Screen Media (MSM) has announced.

     

    Viewers have the choice of watching the IPL on a Standard Definition (SD) feed on Max and a High Definition (HD) feed in English and a SD feed in Hindi on Six.

     

    MSM COO N P Singh said, “With the simulcast of The Pepsi Indian Premier League 2013 on Max and Six, we aim to reach out to millions of more viewers spanning the nation. Through this, we hope to take the popularity of the Pepsi IPL 2013 to the next level. We look forward to another exciting IPL season full of last ball finishes!”

     

  • Digitization was arguably the highlight of 2012, but there was a lot more happening, from TRAI's ad curbs to the Taproot acquisition, the TAM controversy and the Satyamev Jayate phenomenon. A quick roundup

    LookBack 2012: Tales with a tail – the packages

    At MxMIndia, our endeavour always is to take an in-depth look at happenings in the media and marketing space. Here are the key stories of 2012, which panned through a number of days and, in a few cases, months. While MxMIndia covered the issues extensively, only a few headlines from each them are listed here to give you the big picture.

     

    1. TRAI insistence on 12-minute ad regulation continues. Also the ads cannot be part screen or scrolls – they would need to be shown on the entire screen. Though many stakeholders are unhappy, TRAI is in no mood to give it a second thought.

     

    TRAI sticks to 12-minute ad regulation in fresh draft, seeks feedback

    http://www.mxmindia.com/2012/08/trai-sticks-to-12-minute-ad-regulation-in-fresh-draft-seeks-feedback/ (August 28)

     

    TRAI curtails ads to 12 mins per clock-hour, no part-screen ads allowed

    http://www.mxmindia.com/2012/05/trai-curtails-ads-to-12-mins-per-clock-hour-no-part-screen-ads-allowed/ (May 15)

     

    TRAI-ing time for TV with ad curbs

    http://www.mxmindia.com/2012/03/trai-ing-time-for-tv-with-ad-curbs/ (March 23)

     

     

     

    2. Digitization or digital access system (DAS) has been implemented in four metros with varying degrees of success – Mumbai and Delhi doing exceedingly well, Kolkata almost there and Chennai lagging behind. While rural areas largely have DAS, rest of the urban India is still analogue. March 31st 2013 being the deadline for it to go digital. A long running story this one – and still long way from getting concluded.

     

    Let the (ratings) games re-begin!

    http://www.mxmindia.com/2012/12/let-the-ratings-games-re-begin/ (Dec 18)

     

    Stakeholder view of one month of digitization

    http://www.mxmindia.com/2012/11/stakeholder-view-of-one-month-of-digitization/ (Nov 30)

     

    March 31, 2013. MIB kicks off Phase II countdown

    http://www.mxmindia.com/2012/11/march-31-2013-mib-kicks-off-phase-ii-countdown/ (Nov 7)

     

    The A-Z of Digitization

    http://www.mxmindia.com/2012/10/the-a-z-of-digitization/ (October 12)

     

    Can we achieve the October 31 deadline?

    http://www.mxmindia.com/2012/06/can-we-achieve-the-october-31-deadline/ (June 21)

     

    Mediaah! Why Ambika Soni is to blame for the delay in digitization

    http://www.mxmindia.com/2012/06/mediaah-why-ambika-soni-is-to-blame-for-the-delay-in-digitization/ (June 21)

     

    I&B pussyfoots on digitization. Decision on deadline to be announced this week

    http://www.mxmindia.com/2012/06/ib-pussyfoots-on-digitization-decision-on-deadline-to-be-announced-next-week/ (June 18)

     

    Ready, Steady, Go? Or Delay?

    http://www.mxmindia.com/2012/06/ready-steady-go-or-delay/ (June 7)

     

    60 Days to Digitization Day: Digitization in 4 metros will not happen by July 1: JS Kohli

    http://www.mxmindia.com/2012/05/60-days-to-d-day-digitization-in-4-metros-will-not-happen-by-july-1-js-kohli/ (May 2)

     

    MIB diktat: Digitize or get punished!

    http://www.mxmindia.com/2012/03/digitze-or-else/

     

     

     

     3. Cricket – IPL and beyond

     

    Cricket is a continuous story on media websites through the year – however, this year it too became a bit more intriguing with DHL going and Pepsi coming in as IPL title sponsor, not so good ratings of IPL 5 and the short but stressful conflict between BCCL and Sahara. What with India’s performance deteriorating even on home turf, 2013 might see advertisers’ interest waning in this particular genre.

     

    Pepsi bags IPL title sponsorship for 5 yrs @ Rs 396.8 crore

    http://www.mxmindia.com/2012/11/pepsi-bags-ipl-title-sponsorship-for-5-yrs-rs-396-8-crore/(November 22)

     

    India out, advertisers still in!

    http://www.mxmindia.com/2012/10/india-out-advertisers-still-in/ (October 8)

     

    DLF exits IPL lead sponsorship as BCCI ups rate

    http://www.mxmindia.com/?p=29678 (August 29)

     

    Loyalty factor is the key to consistency in season 5 IPL viewership

    http://www.mxmindia.com/2012/05/loyalty-factor-is-the-key-to-consistency-in-season-5-ipl-viewership/ (May 17)

     

    4 reasons why IPL ratings & revenue won’t be better this year: Ashish Bhasin

    http://www.mxmindia.com/?p=14860 (March 19)

     

    Halfway through, IPL 5 ratings stabilize

    http://www.mxmindia.com/2012/05/halfway-through-ipl-5-ratings-heading-towards-stabilization/(May 10)

     

    Will IPL 5 ratings match those of earlier seasons?

    http://www.mxmindia.com/2012/04/will-ipl-5-ratings-match-those-of-earlier-seasons/ (April 4)

     

    Brand IPL needs to play innings of its life: MSL Group report

    http://www.mxmindia.com/2012/04/brands-focussed-on-men-now-wooing-women-customers/ (April 4)

     

    All’s well as BCCI gets back its Sahara

    http://www.mxmindia.com/2012/02/alls-well-as-bcci-gets-back-its-sahara/ (Feb 17)

     

    Is cricket overpriced?

    http://www.mxmindia.com/2012/02/is-cricket-overpriced/ (Feb 7)

     

    Be-Sahara BCCI | What next for cricket? Laxminarayan, Bijoor comment. Also: the Sahara communique in full

    http://www.mxmindia.com/2012/02/be-sahara-bcci-mahesh-ranka-why-this-cricket-veri/ (Feb 6)

     

     

     

    4. Dentsu taps Taproot

     

    The Taproot acquisition was perhaps a piece of news that generated unprecedented interest from agency majors. The last time tie up between an Indian agency and a global one generated so much interest was in the ’90s, when Trikaya became Trikaya Grey. And no wonder, as Taproot has been connoisseur of many eyes with numbers of awards, account wins and its creative excellence.

     

    We will not mess with what’s working wonderfully: Rohit Ohri

    http://www.mxmindia.com/?p=29769 (August 30)

     

    Rahul Kansal: No shortcuts and stereotypes with TAPROOT!

    http://www.mxmindia.com/?p=29817 (August 30)

     

    Pops on the Rise & Rise of Aggie & Paddy

    http://www.mxmindia.com/?p=29738 (August 30)

     

    Anil Thakraney:Talent & values rewarded

    http://www.mxmindia.com/?p=29734 (August 30)

     

    The Complete Story: Win-win for Dentsu,Taproot; big loss for WPP

    http://www.mxmindia.com/2012/08/win-win-for-dentsu-aggie-paddy-big-loss-for-wpp/ (August 30)

     

    Global ad biggies like Omnicom, Publicis & Dentsu in hectic parleys to buy Taproot

    http://www.mxmindia.com/2012/06/global-ad-biggies-like-omnicom-publicis-dentsu-in-hectic-parleys-to-buy-taproot/ (June 7)

     

     

    5. Though questions have been raised on the accuracy on data collected by TAM due to the sample size quite in the past as well, it was a first for the measurement giant to get into a dragging legal battle with a media owner. NDTV filed the case against TAM in a US court, and it opened a Pandora’s box of accusations and counter accusations.

     

    WPP, Nielsen (proposed) dismissal motions to be heard on Dec 14

    http://www.mxmindia.com/2012/09/wpp-nielsen-proposed-dismissal-motions-to-be-heard-on-dec-14/(11 Sep)

     

    WPP moves New York Supreme Court for dismissal of NDTV lawsuit

    http://www.mxmindia.com/?p=29737 (August 30)

     

    NDTV, WPP trade statements yet again

    http://www.mxmindia.com/2012/08/ndtv-wpp-trade-statements-yet-again/ (August 28)

     

    MxM Comment: Enough of trading charges. Industry needs to bring warring partners to the table

    http://www.mxmindia.com/2012/08/mxm-comment-enough-of-trading-charges-industry-needs-to-bring-warring-partners-to-the-table/ (August 27)

     

    NDTV v/s WPP: War of words over the Weekend

    http://www.mxmindia.com/2012/08/ndtv-vs-wpp-war-of-words-over-the-weekend/ (August 27)

     

    Battle of courts spills to media statements, as NDTV rubbishes WPP claims

    http://www.mxmindia.com/2012/08/battle-of-courts-spills-to-media-statements-as-ndtv-rubbishes-wpp-claims/ (August 24)

     

    NBA urges Soni to suspend TAM data reporting until system probed, made robust

    http://www.mxmindia.com/2012/08/nba-urges-soni-to-suspend-tam-data-reporting-until-system-probed-made-robust/ (August 24)

     

    WPP takes on NDTV, mulls defamation suit. Says NY courts have no jurisdiction on claims against it

    http://www.mxmindia.com/?p=29130 (August 23)

     

    Mediaah! | Ratings controversy: Too little too late

    http://www.mxmindia.com/?p=28862 (August 21)

     

    AAAI, ISA to meet TAM on Aug 16 as MIB, Prasar Bharti mull probe

    http://www.mxmindia.com/?p=27887 (August 8)

     

    Government mulls probe against TAM after complaints

    http://www.mxmindia.com/2012/08/government-mulls-probe-against-tam-after-complaints/ (August 2)

     

    By Invitation | Atul Phadnis: Industry must not duck core issues on measurement

    http://www.mxmindia.com/2012/08/by-invitation-atul-phadnis-industry-must-not-duck-core-issues/ (August 2)

     

    Trade shocked as NDTV sues Nielsen, Kantar, TAM & others

    http://www.mxmindia.com/2012/08/trade-shocked-as-ndtv-sues-nielsen-kantar-tam-others/ (August 2)

     

    6. The Aamir Khan – Satyamev Jayate phenomenon

     

    There are shows and there are shows. TRPs, of course, are always at the back of broadcasters’ minds. Satyamev Jayate, nonetheless was a show that tried to make a difference – and did manage to capture people’s attention due to the credibility of its host. Whether it made a difference or no might be argued – but what is indubitable is that the attempt was honest.

     

    Exclusive: Satyamev Jayate isn’t over yet, special show planned for Independence Day

    http://www.mxmindia.com/2012/08/satyamev-jayate-isnt-over-yet-special-show-planned-for-i-day/ (August 8 )

     

    End of Season 1 of Satyamev Jayate: The good, the bad and the ugly truths of life

    http://www.mxmindia.com/2012/07/satyamev-jayate-the-good-the-bad-and-the-ugly-truths-of-life/ (July 31)

     

    Planners happy with Satyamev’s 4.9 TVR

    http://www.mxmindia.com/2012/05/planners-happy-with-satyamevs-4-9-tvr/ (May 17)

     

    By Invitation: Sundeep Nagpal | Will Satyamev Jayate work for advertisers?

    http://www.mxmindia.com/2012/05/by-invitation-sundeep-nagpal-will-satyamev-jayate-work-for-advertisers/ (May 12)

     

    MxM Exclusive: Satyamev Jayate impacts govt. Women & Child Dev Minister Krishna Tirath promises action, commends Aamir

    http://www.mxmindia.com/2012/05/mxm-exclusive-satyamev-jayate-impacts-govt-women-child-dev-minister-krishna-tirath-promises-action-commends-aamir/ (May 10)

     

    Dream start for Satyamev Jayate

    http://www.mxmindia.com/2012/05/dream-start-for-satyamev-jayate/ (May 7)

     

    7. Starbucks comes to India

     

    It might appear to be an out-of-place article here – but then it was a much awaited move. And indeed it demonstrates what a power brand is all about. It is the most crowded destination in the malls where it has a presence. And Starbucks surely doesn’t need to worry about future – as word of mouth is great and sampling would definitely turn to conversions!

     

    Mumbai, Delhi malls relocate brands to welcome Starbucks

    http://www.mxmindia.com/2012/11/mumbai-delhi-malls-relocate-brands-to-welcome-starbucks/ (November 7)

     

    Anil Thakraney: Starbucks: Power of a brand

    http://www.mxmindia.com/?p=34057my (Oct 23)

     

    Make mine a Mocha Frappuccino!

    http://www.mxmindia.com/?p=34008 (Oct 19)

     

    Starbucks set for festive season flag-off in Mumbai

    http://www.mxmindia.com/2012/06/starbucks-set-for-festive-season-flag-off-from-mumbai/ (June 26)

     

    8. At 20, Zee is young as ever

     

    It has been 20 years since Zee changed the TV viewing habits of the Indian consumer – even the earliest shows and soaps on the channel are remembered by many with immense fondness. The journey has not been without the bumps – but Zee rocks even today with its own kind of programming and signature shows.

     

    Anil Thakraney: Zee showed the way

    http://www.mxmindia.com/2012/10/anil-thakraney-zee-showed-the-way/ (October 3)

     

    What makes Zee such a force to reckon with

    http://www.mxmindia.com/2012/10/what-makes-zee-such-a-force-to-reckon-with/ (October 1)

     

    Jaldi 5 with Ashok Kurien: Zee changed the Indian consumer forever!

    http://www.mxmindia.com/2012/10/jaldi-5-with-ashok-kurien-zee-changed-the-indian-consumer-forever/

     

    From ‘Okara Dukaan’ to Zee… the complete story

    http://www.mxmindia.com/2012/10/from-okara-dukaan-to-zee-the-complete-story/

     

    Uday Shankar: ‘Zee is a treasured peer’

    http://www.mxmindia.com/2012/10/uday-shankar-zee-is-a-treasured-peer/

     

    Zee@20 | Rajdeep Sardesai: In 1992, no one believed a 24-hr channel was possible

    http://www.mxmindia.com/2012/10/zee20-rajdeep-sardesai-in-1992-no-one-believed-a-24-hr-channel-was-possible/

     

    Zee@20: At the helm of the vision

    http://www.mxmindia.com/2012/10/zee20-at-the-helm-of-the-vision/

     

    Zee@20 | Sundeep Nagpal: What a score!!!

    http://www.mxmindia.com/2012/10/zee20-sundeep-nagpal-what-a-score/

     

    Zee@20: Producers raise a toast to team spirit

    http://www.mxmindia.com/2012/10/zee20-producers-raise-a-toast-to-team-spirit/

     

    The Anchor: 10 all-time favourite ‘faces’ of Zee TV

    http://www.mxmindia.com/2012/10/the-anchor-10-all-time-favourite-faces-of-zee-tv/

     

    9. Verghese Kurien’s legacy continues

     

    It rarely happens that a man becomes a movement. And that too of the nonpolitical variety. A story that has inspired many – and would continue to do so. MXM India salutes the man and the brand that lives on in style yet once again.

     

    Verghese Kurien: Great vision, Dream client

    http://www.mxmindia.com/2012/09/verghese-kurien-great-vision-dream-client/ (October 11)

     

    V Kurien was visionary par excellence: B M Vyas

    http://www.mxmindia.com/2012/09/v-kurien-was-visionary-par-excellence-b-m-vyas/

     

    How Amul honours its contract with consumers: V Kurien

    http://www.mxmindia.com/2012/09/how-amul-honours-its-contract-with-consumers-verghese-kurien/

     


  • The cola wars are likely to spill over the cricketing pitch in the sixth edition of the Indian Premier League next month

    Coke vs Pepsi wars to spill over cricketing pitch in IPL 6

    By Ratna Bhushan

     

    If 20-20 cricket is not your cup of tea, there’s another good reason to grab a ringside seat during the new season of the Indian Premier League (IPL): the cola wars that will spill over onto the cricketing pitch.

     

    While beverage maker PepsiCo has won the title sponsor bid for IPL-6, in what’s seen as an extravagant Rs 400-crore five-year deal, rival Coca-Cola has started talks to buy pouring rights for the nine IPL teams. Pouring rights for a beverage maker involve getting exclusive rights to serve its beverages in the team’s home stadiums.

     

    Coca-Cola, which makes Thums Up and Coke besides lemon-lime drink Sprite and orange-flavoured Fanta, is also in talks with individual teams to buy space on T-shirts and jerseys of teams and advertise on perimeter boards at the stadium. The beverage maker already has an existing associate sponsorship deal with Mukesh Ambani’s Mumbai Indians team, which gives it rights to serve its beverages when the team plays.

     

    Two officials involved with the developments said: “Coca-Cola is talking to all teams for pouring rights, placing its logo on the T-shirt or helmet of players and access to advertise on three perimeter boards.

     

    Though PepsiCo has coughed up twice the amount paid by earlier title sponsorship holder and real estate major DLF, the beverage and snacks maker will still need to pay more for serving its beverages at the stadium or on-air advertising deals with IPL broadcast rights holder Sony Max.

     

    “PepsiCo has also begun talks to the teams for pouring rights, but it may not be willing to pay an additional cost because it has already blocked a large part of its budgets for the title sponsorship,” one of the officials quoted earlier said.

     

    A Coca-Cola spokesperson declined comment on the beverage giant’s plans for the IPL. Whether and if Coca-Cola will end up ambushing rival PepsiCo in the IPL next season is not yet clear. But IPL CEO Sundar Raman said: “The BCCI-IPL ambush marketing clauses are stringent and will protect all rights of central sponsors.”

     

    A PepsiCo spokesperson did not want to comment on the prospect of a Coke ambush. Last month, PepsiCo won the title sponsorship rights of the tournament for Rs 396.8 crore for five seasons starting 2013 or Rs 80 crore a year -a bid many industry experts believe is overpriced.

     

    Although Coke had bought the tender document for the IPL’s title sponsorship, it did not bid for sponsorship, citing the steep asking rates.

     

    Still, that doesn’t stop Coke from either buying pouring rights of the teams, or advertising on team jerseys or helmets, or buying ad spots on IPL broadcaster Sony Max.

     

    Pouring rights is not a central sponsorship, and deals have to be inked individually between the teams and firms. Teams are charging anywhere between 50 lakh and Rs 1 crore for pouring rights. The IPL T-20 tournament, scheduled for April-May, coincides with the peak summer season for beverage firms.

     

    If Coke does cock a snook at Pepsi in IPL-6, it won’t be the first time that the cola giants have gone head to head. In IPL-2, for instance, Coke stole some of the thunder of 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).

     

    But the credit for kicking off ambush marketing in India may well go to Pepsi. Pre-IPL, way back in the 1996 World Cup cricket series, Pepsi launched the ‘Nothing Official about It’ campaign to rival Coca-Cola’s sponsorship of the World Cup series.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • The online study reveals consumer interest, media consumption and attitudes towards partnership platforms

    Interest in KBC is greater than IPL: MEC

    By A Correspondent

     

    MEC, leading media and planning agency and a founding partner of Group M, (www.mecglobal.com), has announced the launch of its global research study – Partnership Intelligence. The study is an innovative research and online analysis tool that enables in-depth analysis of consumer interest, media consumption and attitudes towards partnership platforms including Sport, TV programming, Art, Entertainment and other global properties.

     

    Some of the key findings from the research include:

    * Among cricketing properties, ODI World Cup and T20 World Cup were considered the most preferred with ‘love’ and ‘like’ score of 80-81%. IPL only came third with a 71% ‘love’ and ‘like’ score

    * FIFA World Cup had the highest interest among non-cricket properties with 66% ‘love’ and ‘like’ score whereas Formula1 is far below in the 7th position with a score of only 51%.

    * Loyalty towards teams was translated with the National cricket team scoring the highest at 75% ‘love’ and ‘like’ score, followed by the National Hockey and Olympics teams at 59% and 54% respectively

    * Within the entertainment segment KBC dominated television reality shows cutting across age groups. Other than KBC, Dance India Dance (62%), Indian Idol & Sa Re Ga Ma (59%) and India’s Got Talent (56%) are among the Top 5 properties.

     

    Despite India being a cricket-crazy nation, the interest in KBC is greater than IPL as per the study. KBC is the only non-cricket property with a ‘love’ and ‘like’ score of 74%, which made it to top five properties in MEC’s Partnership Intelligenceâ„¢ study.

     

    Geetha Shiv, National Director, Analytics & Insight, MEC says, “Partnership Intelligence provides insights that help in deciding the most effective partnerships for brands based on how engaged their Target Audience is with different properties. It also helps select properties based on image profiles that fit with brand values.”

     

    The Partnership Intelligence global research has been conducted via an online survey across 17 markets including India, with a sample size of 1500 in each market. Besides delivering an analysis of property attributes the tool also provides comprehensive assessment of the potential fit of a property with a brand’s own values.

     

    Speaking about the research, T Gangadhar, Managing Director, MEC India says, “This is unique, never-done-before study that helps advertisers make choices between seemingly disparate opportunities. It offers an intelligent view on how one can go about choosing the right partnership or association for a specific brand. The study offers terrific insights based on people’s motivations and choices.”

     

  • The real estate major feels it is not commercially viable anymore to be associated with the T20 cricket tournament

    DLF exits IPL lead sponsorship as BCCI ups rate

    By A Correspondent

     

    After being associated with the Indian Premier League (IP) for five years, real estate major DLF has decided to stop being the league’s lead presenting sponsor. DLF, which had bagged exclusive rights to the IPL in 2008 for over Rs 200 core, feels it is not commercially viable anymore to be associated with the T20 cricket tournament.

     

    “We have decided not to be the title sponsor for the IPL,” says Rajeev Talwar, group executive director, DLF Ltd. He said the IPL provided a nationwide platform to DLF for brand building for the past five years.

     

    “But, every decision has to make business sense,” he adds. DLF’s decision to vacate the seat of the title sponsor could open a window of opportunity for several brands and companies.

     

    According to the Board of Control for Cricket in India (BCCI), a host of sponsors are interested in grabbing the opportunity. “There are a lot of people who are waiting for an opportunity. We will initiate the process in a month,” Ratnakar Shetty, chief administrative officer, BCCI said without commenting on DLF’s position.

     

    According to a person aware of the matter, the cricket association is looking for a significant increase in sponsorship revenues and has even hiked the amount required to be invested by those who wish to stay associated with the IPL.

     

    “The BCCI is looking at almost three to four times the price of the original sponsorship deals signed in 2008. For the title presenter, they are eyeing anywhere between Rs 750 crore and Rs 800 crore,” said the person close to the development.

     

    Meanwhile, the Board has started negotiations with co-sponsors like Vodafone, Karbonn Mobiles and Hero MotoCorp. “It is too early to comment on the matter,” said a Vodafone spokesman. Hero MotoCorp’s long association with cricket – it has sponsored the World Cup and the Champions Trophy in the past – makes it a candidate for the IPL’s title sponsorship, reckons a media planner. The company, however, refused to comment on the matter.

     

    Without commenting on the future of Karbonn Mobiles and the IPL, Shashin Devsare, executive director, Karbonn Mobiles said: “Negotiations are going on and we have not taken a call on it yet.” Earlier this month, the mobile phone maker had announced a partnership with ESPN Star Sports to become the title sponsor of the Champions League Twenty20 (CLT20) tournament, which will be held in South Africa later this year.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved