MxMIndia

Tag: world cup

  • Twitter India is planning to capitalise on the upcoming Cricket World Cup, luring in users and brands to boost its ad revenue

    Twitter India eyes bigger ad revenues as WCup fever peaks

    By Krithika Krishnamurthy & Evelyn Fok

     

    Twitter India is planning to capitalise on the upcoming Cricket World Cup, luring in users and brands to boost its ad revenue. A report that Twitter has prepared and shared with us shows that 89% of 2,650 Indian users surveyed are cricket fans. “It’s a big year with Cricket World Cup and IPL. We will see brands making more and more use of big moments when the conversations are on Twitter,” said Parminder Singh, Twitter’s managing director for India, Southeast Asia, and the Middle East.

     

    In the lead up to the event, India’s cricket board and Nike Cricket have co-unveiled the Team India Jersey on Twitter, while Star Sports started an #OwnTheJersey hashtag trend. This comes at a time when Twitter is ramping up in India to capitalise on a fast expanding internet base. It acquired marketing company Zipdial earlier this month, and appointed a business head for India, Taranjeet Singh. According to media reports, Twitter also plans to open a research and design centre here. The online advertising market in India is projected to reach Rs 3,575 crore by March 2015, an expansion of 30% over last year, according to a report by the Internet and Mobile Association of India. Twitter is eager to ride on this wave. In the quarter ended September 2014, $121 million, or 34%, of Twitter’s revenue came from international markets. “And obviously India is a big contributor to that,” said Singh.

     

    There were 60 million tweets sent out during the national elections last year, with company insiders terming it as “Twitter elections”. Twitter also worked with Indian Space Research Organisation to send out tweets on Mangalyaan Mars Orbiter Mission. Research firm eMarketer pegs Twitter’s Indian base at about 22 million, making it one of the seven-year-old company’s fastest growing markets. Twitter India receives 85% of its revenues from mobile, said Singh. He said the business strategy is to drive a brand’s engagements – meaning when users respond, share, or highlight a tweet – not impressions. In India, engagement rates are 2-3%, and reached as high as 11% for Audi’s A3 campaign last September.

     

    “What happens in India is reflected on Twitter, no matter which cultural activity you look at – sports, arts, politics, or entertainment,” said Mr Singh. “Twitter is now really woven into the cultural fabric of this nation.”

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd.

    All Rights Reserved, Licensed to republish

     

  • You've seen the text and visuals plus the audio and video on the just-concluded World Cup in Brazil. But nothing to beat the 12 Amul ads that were crafted for the occasion

    Utterly Butterly FIFA-licious! [updated]

    You know how much we love to tell various stories via Amul ads. Over the years, they’ve indeed been the true chronicler of the times. Given the growing interest in the FIFA World Cup, there have been 12 ads created by da Cunha Associates for Amul Butter for the just-concluded championship in Brazil… six more since we had the first instalment of this feature on June 30. There have also been some classics over the years, though we couldn’t locate our favourite on Paolo Rossi from 1982 (Pau lo Roz hi) on the Amul website. Enjoy

     

    FIFA World Cup winners ! – July ’14

     

    Brazil’s humiliating defeat ! – July ’14

     

    Lax officiating breaks Brazil’s back – July ’14

     

    The stars of FIFA 2014 ! – July ’14

     

    Dutch footballer fakes dive! – July’14

     

    Leading goal scorer – Rodriguez – June’14

     

    Uruguay striker uses his teeth! – June’14

     

    Brazilian star excels!

     

    Reign of Spain ends – June’14

     

    Portugese player’s aggro behaviour ! – June’14

     

    Persie helps Netherlands thrash Spain!

     

    FIFA fever begins…

     

    And here are some classics:

    Octopus Paul predicting the outcome of the World Cup Football final (2010)

     

    On French Captain Zinedine Zidane shown red card sending him off for vicious
    head-butting Italian defender in the chest during the World Cup Football Final (2006)

     

    On the Brazilian team’s star football players (2002)

     

    Football sensation Diego Maradona takes on the world by storm (1989)

     

  • India may be out of the T20 Cricket World Cup, but advertisers continue to cheer

    India out, advertisers still in!

     

    By Ananya Saha and Robin Thomas

     

    India might not have made it to the semi-finals of the T20 Cricket World Cup, but the advertisers and sponsors of the event are still cheering. ESPN Star had sold inventories to about 34 advertisers and, according to industry estimates, the advertising revenues that the channel made for the T20 World Cup are already in the range of Rs 250 crore. Are they complaining?

     

    Mahesh Ranka

    Mahesh Ranka, Founder & CEO, Indus Sports and Sponsorship, feels that India’s performance would hit the advertisers. He said, “The ad deliveries in the World Cup will be lower given that India did not make it through. However, the advertisers and sponsors would have taken the factor of India not making it through before they signed up. The bigger issue is for ESPN Star, whose inventory might be affected.”

     

    It is no news that advertisers and agencies always plan with such contingencies, of India not winning or getting out of a tournament, in mind. And especially in the case of T20, India was going to play either five matches or seven. With just three games left, from a sheer quantity perspective, it does not seem a big loss to advertisers.

     

    Anwesh Bose

    Anwesh Bose, Senior Vice President, DDB MudraMax Media, said, “Advertisers and sponsors have got their value already. Cricket is a non-cancellable property, so nobody is going to withdraw the money they have put in. For the T20 World Cup, sponsors buy the inventory for the entire tournament.” He added, “The broadcaster, in this case ESPN Star, holds back about 10 percent of inventory of finals and semi-finals, which they sell at a very high premium. Now that India did not go, they might not be able to command the premium for the inventory.”

     

    With India losing, ESPN Star has definitely lost an opportunity that they would have capitalised on if India had made it through.

     

     

    Vivek Srivastava

    Vivek Srivastava, Joint MD, Innocean Worldwide, said, “If you are a brand that looks at tactical use of such opportunities then you might sound like prophets of doom at this eventuality. However, most strategically driven brands today have long-term sports marketing properties and a long-term perspective on leveraging them. They look at a long-term engagement via a mega sport like cricket. Our client Hyundai has a long-term vision about integrating the brand and engaging with India’s passion for cricket as well as other cricket-playing nations via a five-year official partner status with the ICC. While India missing out on a semi-final berth hurts the emotions, it is business as usual.”

     

    Agreeing with Mr Srivastava is Hiren Pandit, Managing Partner-Special Projects at Group M who opined, “Advertisers have got more mileage and viewership during the T20 matches, and India’s exit will be slightly disappointing for them. Most of the advertisers in cricket are long-term advertisers, all the deals have been done earlier. India’s early exit may have been a missed opportunity but it does not mean that advertisers will not continue to sponsor the sport. Viewership will be impacted by India’s exit but there will still be some viewership.”

     

    The industry believes that the viewership will only see a minor blip, if at all. According to Satish Menon, CEO, Sports 18, while advertisers may be slightly disappointed with the loss, it is not going to stop them from advertising or investing in cricket in the near future.

     

    Mr Menon asserted, “When (Team India) does not do well it does reflect on the viewership and so on. As far as the viewership is concerned there will be a marginal dip, not a huge one because cricket is a universal game and a lot of the cricket fans or viewers also follow other matches equally. So I don’t think India’s exit will have any major impact on viewership and especially because it is the T20 World Cup.”

     

    Sudha Natrajan

    “When India is not there in a tournament, there is between 25 percent and about 35 percent drop in the viewership as compared to when India is playing. This is the sort of trend you see in the earlier games. If the games are interesting, the viewership could even climb, despite India’s exit from the tournament. The problem however is the buzz and the interest level that the country has when India is playing as compared to when they are not playing. So more than the TVR, it is the overall interest that you see diminishing,” concluded Sudha Natrajan, founder, TMC Corporation.

     

    Given that it is the festive season in India, the advertisers might not mind a few losses.

     

     

    Clippings above (LtoR) from DNA, Hindustan Times and The Times of India

     

  • ICC to take legal action against radio stations and brand resorting to ambush marketing in T20 World Cup

    Radio stations (except AIR & BIG FM) can’t commercially exploit T20 World Cup: ICC

    By A Correspondent

     

    Radio stations and brands planning to commercially exploit the T20 World Cup that starts in Sri Lanka next week (Sept 18-Oct 7) need to beware.

     

    According to an official communication sent by the International Cricket Council (ICC) to the Association of Radio Operators for India, the exclusive rights holders for radio/audio stream services across all mediums, including the internet in India are BIG FM and All India Radio (AIR).

     

    The biggest rider is that “member agencies (of Association of Radio Operators) may not undertake any unlicensed commercial exploitation or selective commercialization of ICC Proprietary Content through third party sponsorship and presentation of the same”.

     

    A point in the statement reads, “Other than International Management Group (IMG) and its licensees, BIG FM and AIR, no entity operating or making available radio/audio stream services is entitled to use ICC Names, ICC Marks and ICC Proprietary Content, claim official association or commercially associate in any other way, either expressly or impliedly, including through marketing promotions, contests, advertising, score updates or other commercial activity (including by monetizing any of the ICC Proprietary Content), with the ICC or the ICC World Twenty20 Sri Lanka 2012.’

     

    It further states, ‘Should your member agencies fail to adhere to the above, the ICC will engage with them to bring to their attention the permissible parameters of activity and work with them to resolve the matter. However, should such activities persist, your member agencies will be deemed to have knowingly breached the exclusive rights granted by the ICC to IMG and its licensees, BIG FM and AIR, and the ICC will have no other option but to initiate further action, including legal recourse.’

     

    Lauding the initiative, Tarun Katial, CEO, Reliance Broadcast Network said, “In an extremely encouraging move, ICC has decided to come down on anyone misusing content to offer packages to advertisers. As radio partners, we look forward to offer consumers the best possible entertainment package with exclusive and highly engaging content, while offering marketers an approved and ethical platform by which they can reach out to their audiences.”

     

    Strict action against channels which do not adhere to the stipulations laid down by the governing body will be taken this year.

     

    A source close to the development said that the ICC diktat doesn’t mind score updates interspersed in the programming, but radio stations can’t get these get sponsored.