The News Genre - A media planner’s emerging opportuning for Cricket

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

In the dynamic world of advertising, the strategic placement of advertisements during significant sporting events, especially cricket matches, has proven to be a game-changer. With cricket being a passion and a cultural phenomenon in many parts of the world, advertisers are recognizing the enormous potential of reaching a dedicated and engaged audience during cricketing events. The last three months have further underscored this trend as four out of the top 10 content pieces on digital platforms were cricket matches. Here is a list of the top 10 best content released over the last 3 months i.e., Week 27'23 - 40'23

 As a result, digital advertising during these events becomes an attractive avenue for advertisers looking to reach an even broader audience.

Cricket holds a special place in the hearts of millions. It is not just a sport; it is a religion in many parts of the world. As cricket enthusiasts eagerly follow matches, advertisers have found an ideal opportunity to connect with their target audience. During cricketing events, the engagement is at its peak, and ad placements can effectively capture viewers' attention. Cricket matches consistently draw enormous viewership, both on television and digital platforms. Advertisers recognize that during a crucial game, they can reach millions of viewers simultaneously, making it a cost-effective strategy to maximize their brand's visibility. The specific interests of cricket viewers can be leveraged for highly targeted advertising. 

As per the data for the time band 02:00 PM to 09:00 PM on Saturday, 14th October the total duration of Hindi News lives streams for the ICC World Cup coverage in the HSM market stood at 1,69,349 Lakh seconds. Within that time band the Total Concurrent Views for the 3 highest consumed live streams were at 27.03 Lacs, & 16.89 Lacs & 7.17 Lacs for Aaj Tak Live, Zee News Live, and ABP News Live respectively adding to 90% of the total viewing of this coverage. 

 (Source: Chrome Digital Track – Unique / Unduplicated reach - Live streams + VOD Data streams across Connected TVs with Operating Systems including Cloud TV, Tizen, Vidaa, Roku, WebOS, Android, iOS, Linux, & YouTube, and Smartphones through YouTube, OTT platforms, native apps, and websites; Market – HSM, NCCS 15+.)

The power of legacy brands extends beyond trust and tradition; it offers a practical and efficient avenue for advertisers to connect with their target audience. It is a reminder that in the ever-evolving advertising landscape, established names continue to provide substantial value.

In a dynamic world where legacy brands continue to inspire trust, a compelling story unfolds — one that underlines not only the enduring value of legacy brands but also the strategic advantage they offer to advertisers. While the habit of turning to legacy brands for trust and quality persists, advertisers are discovering that legacy news channels present a unique opportunity to reach a niche audience at a considerably lower cost. In a scenario where advertisers seek to capture the attention of sports enthusiasts during a high-stakes cricket match, they often face staggering advertising costs when targeting sports channels. A mere 30-second ad spot on a sports channel during such a match can demand a substantial investment. However, a smart alternative presents itself in the form of legacy news channels, which offer the same 30 seconds at a fraction of the cost.

For the 2023 ICC Men's World Cup advertisers have had various options when it comes to packaging their advertising inventories. The rates for the same ranged between Rs 8 lakh and Rs10 lakh per 10 seconds. Brands that have planned their World Cup media spends beforehand have paid anywhere in the range of Rs 35 lakh to Rs 45 lakhs per 10 seconds, for the India-Pakistan match bundle.

However, reaching the same audience during the match – if not all - almost 90% could be achieved by bundling a roadblock on the top three to four News Channels with a series of ads, the Cumulative ER of which would add up to southwards of Rs. 2,00,000… i.e., 90% deliveries at 10% of the cost. Is there a catch there? Have I got the Maths right 😊