Cricket not attractive for advertisers any more

The first one-day international between India and England clocked 2.17 rating, which is not encouraging according to media planners Getty Images

By CricketCountry Staff

Mumbai: Oct 21, 2011

An excess of cricket seems to have resulted in fatigue amongst the audiences as television ratings have taken a hit after the ICC World Cup and IPL 4.

Rating have dived steeply since the India’s disastrous tour of England to the recently concluded Champions League and now the ongoing India England series.

With the increasing amount of cricket, advertisers are now choosing to advertise only on big properties and opt out of bi-lateral series.

This has resulted in estimated 40% erosion in television ad rates for a typical India ODI match from a year ago.

According to TAM reports, the first one-day international between India and England clocked 2.17 rating, which is not encouraging. The Champions League, on the other hand, registered an average tournament rating of 1.64. India’s tour to England (5 ODIs) clocked 2.07 viewership rating.

“Till a few years back audiences were happy to see good cricket being played but now they want to see impactful things. So, cricket is directly competing with reality shows on television like Kaun Banega Crorepati, Big Boss and even news channels with a lot of important political developments taking place,” said L K Gupta, CMO at LG Electronics India.

“Cricket is failing to command the premium that it did a year ago other than for a big event like the World Cup. The huge number of matches this year has led to injuries and fall in quality of play. We see that increasingly advertisers are going for big sports properties else putting their money elsewhere,” said R Gowthaman, leader, Mindshare South Asia, the largest media planning agency in the country from the WPP group.

Some media planners said the risk on a bilateral series is lesser compared to a tournament format. “If India makes an exit the tournament collapses therefore in a bilateral series risk is minimized. The rest of the matches should be better as the interest levels have gone up after India’s convincing wins in the first two games” said Basabdutta Chaudhary, Madison Media’s CEO.

“After the one-sided India-England tour people simply stopped watching. Champions League anyway does not have high ratings. Hopefully with the last two matches over the extended Diwali weekend viewership may go up. But we do not expect a major spike,” said Nandini Dias, chief operating officer, Lodestar UM, which has bought airtime for the mobile operator brand Tata DoCoMo.

Neo Sports, the official broadcaster of the series have been giving a 60% discount on its initial asking rate of Rs 4.5 lakh for a 10 second ad spot but it is optimistic of a 5 plus combined rating for the series.