EDITORIAL

Brand promotion to scale 2k cr in WC

Posted on March 13, 2011 | View 341

Major spenders during this edition are from sectors such as automobile,telecom and fast-moving consumer goods

The fascination for the ongoing ICC Cricket World Cup continues strong as we approach the knockout stages and unsurprisingly advertisers have followed with significant spending,which is expected to cross a 2,000 crore (including both on-ground and TV sponsorships) by the time the cup ends on April 2.

This time,too,major ad spends have come from sectors such as automobile,telecom,fast-moving consumer goods (FMCG) and TV.According to TAM,advertising volumes in the 2007 World Cup doubled compared with 2003 with auto companies,F&B and telecom giants contributing 50 percent of the spend of around 1,200 crore.
According to market estimates,onground sponsors this yearReliance Communications,LG India,PepsiCo,Reebok India,Hero Honda,Fly Emirates,Hyundai India,Yahoo,Hyundai,Castrol India and Money Gram Internationalhave together shelled out an 1,200 crore for in-stadium advertising.Sony India,Hero Honda and Vodafone have spent 55 crore each for rights of on-air joint presenting sponsors.

Media planner Anita Nayyar of the MPG Group says advertisers are vying with each other to gain maximum visibility in this world cup as they expect viewership to soar.Cricket matches attracted 176 million viewers in 2010,says TAM.This number is expected to almost double this year.
Biggest advertisers in 2011 are LG,Hyundai,Maruti,PepsiCo,Airtel and Vodafone.

FMCG companies are looking to make the most of this opportunity,by attracting female viewers.The FMCG sector started spending in the World Cup as female viewership went up, says marketing guru Harish Bijoor.In fact,companies such as Hindustan Unilever,ITC and Nestle have scaled up their ad spend significantly in the past two World Cups.That so many marketers associate themselves over the years with this tournament shows the growing popularity despite it being risky as the event can fizzle out if India crashes out of the tournament mid-way, says Satbir Singh,chief creative officer of ad agency Euro RSCG.
LG India has spent over 70 crore for this edition of the World Cup.Along with Pepsi,HUL and Hero Honda,it is among the top advertisers in both the 2003 and 2007 World Cups.Historically,television sales rise during the World Cup as it is a viewers game.We expect a 60-70 percent growth in sales of LCD TVs in the next two months, says LK Gupta,CMO,LG India.

For the first time,Castrol is the official digital partner with ICC,sponsoring this edition with a marketing budget of 50 crore.The World Cup is a platform that gives us an equity fit to leverage in a longer term, says Giriraj Bagri,vice-president,marketing,Castrol India.

There is a flip side too: despite the World Cup being a global event,its financial success is hugely dependent on the progress of the Indian cricket team.According to TAM Media research,viewership during the 2007 World Cup fell almost 45 percent after India crashed out early.Besides,the risk of losing out in the marketing clutter is huge.That is where hiring an iconic cricketer like Sachin Tendulkar and having a great communication strategy helps as it is easy to lose out in the crowd and fizzle out once India is out of it, notes Bagri.

Notes Bijoor: We are not a rich cricket market.Out of the 723 million World Cup viewers,only 120 million makes buys thanks to cricket frenzy.The rest,603 million is still untapped. On the other hand,the FIFA World Cup guarantees 100 percent sales in the form of products and sports merchandise.This means advertisers buy ad slots only for the India matches and the broadcaster keeps 10 percent inventory reserved so that it can sell the ad slot per 10 second by 100 percent higher rate when India progresses in the tournament.

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