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SBD Global/April 23, 2014/MediaPrint All
Elections "have delayed advertisers from getting on board" the Indian Premier League, according to Masoom Gupte of the Indian BUSINESS STANDARD. Elections have not only edged the event out of the country, but have "dictated its relevance for advertisers so far." With many of them staying away till now, the official broadcaster, Multi Screen Media, "would now have to bank on the fence-sitters going for costly spot buys." Media buyers "expect the tournament to clock" around Rs 600 crore ($99M) (much less than last year's Rs 800 crore), while MSM expects to make Rs 900 crore ($148M). Media agency MEC Managing Dir T. Gangadhar said, "The two events are disparate, serve different purposes. Advertising during an election is a tactical, opportunistic decision. IPL advertising is more strategic in nature, requiring a much bigger monetary commitment." Spot rates (for 10 seconds) are hovering between Rs 4.75-5 lakh ($7,800-$82,00). As the season progresses, "the rates may climb up." However, there is one major trend that is evident -- "e-commerce players' growing appetite for mass media reach." Two of the players have IPL-centric campaigns, "apart from sponsors such as Pepsi and Vodafone." Shashank Mehrotra, GM of BigRock, a domain registrar and first-time IPL advertiser, "is one of the few to have launched an IPL-centric media plan." Mehrotra: "While chalking out the media plan we did discuss all the permutations and combinations, keeping in mind the two events. But decided to go with IPL simply because of a better target audience match." Sponsors have usually contributed 50% to IPL's ad revenues, "the rest being spot buys." But the Lok Sabha elections "could tip the balance in favor of spot buys," even though each may cost a lakh ($1,600) more than the same unit of sponsored air-time (BUSINESS STANDARD, 4/21).
Russian TV channels "are set to boycott the next fight of Ukrainian boxer Wladimir Klitschko," according to the SID. Klitschko "will defend his heavyweight title against Australian Alex Leapai in Oberhausen, Germany on Saturday." Klitschko's Manager, Bernd Bönte, said, "No Russian channel will broadcast the fight." Klitschko's older brother Vitali "has been one of the central figures of the protests in Ukraine." The situation between Ukraine and Russia "has been very tense since the crisis surrounding the Crimean Peninsula" (SID, 4/20).
MotoGP's "shift toward pay-TV broadcasts has resulted in drastically decreased viewership numbers for the first several races of the season," according to Gerald Dirnbeck of MOTORSPORT-TOTAL. MotoGP promoter Dorna "signed several new broadcast deals for the '14 season." MotoGP races "are now broadcast in 83 countries." However, in addition to free-TV broadcasts, there are now "several countries where the races only air on pay-TV." In Germany, sports network Sport1 "has the broadcast rights." Sport1, whose rights deal "is set to expire at the end of the season, shows the races on its free-to-air TV channel as well as on its pay-TV channel Sport1+." In Austria, the rights holder "is public broadcaster ORF." However, ORF "shows the races on its special-interest channel ORF Sport plus." In the U.K., Eurosport UK and the BBC "lost their MotoGP rights to pay-TV service provider BT Sport." BT's broadcast of the season-opening Qatar Grand Prix attracted an average of 187,000 viewers and had a market share of 0.9%. In comparison, last year's Qatar Grand Prix was watched by an average of 1.67 million viewers on BBC. The number translated into a market share of 6.9%. The same is true for Italy and Spain, where pay-TV channels Sky Italia and Movistar TV "acquired the exclusive rights for their respective countries." As an alternative to pay-TV, Dorna "offers an official MotoGP streaming service on its website." The standard package has a price tag of €100 ($138) per season (MOTORSPORT-TOTAL, 4/21).
German sports network Sport1 "recorded top ratings for its broadcast of the 2nd Bundesliga game between FC Cologne and VfL Bochum on Monday night," according to Manuel Nunez Sanchez of QUOTENMETER. An average of 1.12 million viewers tuned in starting at 8:15pm. The number translated into a market share of 3.2%. In the target demographic 14-49, Cologne's 3-1 win attracted 340,000 viewers and had a 2.5% share. German pay-TV channel Sky, which also aired the game, obtained a market share of 0.4% as 150,000 viewers tuned in. In the target demographic, the game, which sealed Cologne's promotion to the top flight, was watched by 80,000 viewers and recorded a 0.6% share (QUOTENMETER, 4/22).
NBA CHINA: The NBA Houston Rockets continue to remain popular in China. Viewership for Sunday's Game 1 of the opening round playoff matchup between the Rockets and the Portland Trail Blazers was more than double (+147%) the number of viewers who tuned in on average to live regular season action on Guangdong TV this season. On Chongqing Satellite, average viewership for the game also was more than double (+128%) the number of viewers who tuned in to live regular season game action this past season. For fans going online to view the game on Sina, average viewership of the Rockets-Trail Blazers increased 93% (NBA).