While the cable and terrestrial broadcasts of the recent one-day internationals between traditional rivals India and Pakistan consistently figured among the top 10 programmes in the TVR charts, the test match broadcasts only managed making it to the top 50 programmes list. Not surprising, considering one-day internationals have a much wider appeal, while test cricket is, relatively speaking, increasingly becoming a 'purist's delight'. This fact notwithstanding, advertisers and marketers still find it worthwhile advertising during test match telecasts.
This, however, is fairly easily explained. "Although the TVRs of test matches might not be as high as those of the daily soaps or one-day matches, the number of advertisers advertising during test matches remains high as slots for both the one-day matches and tests are sold as packages," says Sulina Menon, chief executive officer, north and east, Carat Media Services. "Another important factor is that whenever there is a cricket match on, the TVRs of the daily soaps goes down. So, brand owners find it fruitful to advertise during the telecast of a cricket match, be it a test or a one-dayer."
If one looks at the top spenders during the Indo-Pak test series category-wise, the two-wheeler industry spent the maximum, with an estimated ad spend of approximately Rs 1.4 crore, as per data provided by TAM Media Research. The major contribution in two-wheeler spends came from Bajaj Auto, which spent an estimated Rs 90 lakh, which includes spends on the Bajaj Wind 125 (Rs 40 lakh) and the Bajaj Pulsar (Rs 30 lakh). The cellular service industry was the second-biggest spender, with an estimated spend of Rs 1.1 crore. And among cellular service providers, Hutch was the biggest spender, spending an estimated Rs 70 lakh on advertising. Hutch, in fact, was also the biggest-spending brand during the telecast of the test series. Commenting on the company's spends, Harit Nagpal, vice-president, corporate marketing, Hutch, says, "When it's a cricket match between India and Pakistan, irrespective of whether it's a test or a one-day international, viewer interest is always there. And above all, the TVRs of the test matches are considerably better compared to the many other programmes, so one can always bet on it."
Following the cellular service industry were the paints and aerated soft drinks categories, with estimated spends of Rs 90 lakh and Rs 70 lakh, respectively. Asian Paints was the biggest spender among paints companies, with an estimated spend of Rs 50 lakh, mainly on its two products, Apex and Ace (estimated spends are to the tune of Rs 40 lakh). Also among the top categories is the passenger car/jeep industry, with an estimated spend of Rs 70 lakh. Interestingly, Maruti Udyog alone spent roughly Rs 70 lakh in match telecast advertising.
Among top-spending companies, Samsung India Electronics Ltd emerged at the top of the list with an estimated spend of Rs 90 lakh. Rival LG Electronics India Ltd spent Rs 60 lakh, in the process becoming the eighth most heavily advertised company during the test series. Bajaj Auto (spends to the tune of Rs 90 lakh) and Maruti Udyog (spends of around Rs 70 lakh) come in at No 2 and No 3 in the top 10 ad spenders (companies) list, followed by SmithKline Beecham and Hutchison Essar Telecom Ltd (both with estimated spends of Rs 70 lakh each). Surprisingly, the cola companies - which are generally the biggest advertisers in during cricket season - didn't make it to the top 5 list (PepsiCo, with an estimated spend of Rs 60 lakh, figures at No 7). Among the FMCG companies, Hindustan Lever Ltd spent roughly Rs 50 lakh, coming in as the 10th biggest spender during the telecast.
Brand-wise, as already mentioned, Hutch was the most-advertised brand. Pepsi follows, with an estimated spend of Rs 50 lakh. Next comes Asian Paints (Apex and Ace) and Bajaj Wind 125, with an estimated spends of Rs 40 lakh each. Indian Oil Corporation's Servo Kool Plus and Servo Engine Oil came next, with estimated spends of Rs 30 lakh each - making Indian Oil the sixth-biggest spender (company-wise) with an estimated expenditure of Rs 70 lakh. Among the other top 10 brands were Bajaj Pulsar, Raymond, Samsung Dnie and IBM Linux, each with estimated spends of Rs 30 lakh. © 2004 agencyfaqs!First Published : May 04, 2004