The Hindu Business Line : `Advertisers prefer personality to sport'

THE television rating (TVR) worm for Doordarshan Sports moved in its familiar position near the x-axis for much of August 27 before Anju Bobby George's long jump event took it to between 5 and 7 per cent during the fag end of the day. Nearly 5 per cent of the potential TV audience in the top six cities watched it; 7 per cent in Kerala did so.

Hyderabad viewers reacted likewise to Sania Mirza's match against Serena Williams early this year.

Formula One races are expected to get more Indian viewers as Narain Karthikeyan makes his debut this year.

Even as audience interest rises, how are advertisers reacting? They are not going to rush in to advertise during these events, the media industry reckons.

If it's not cricket, companies prefer to associate more with the personality than the sport, says TBWA India's Vice-President (Media) Mr Gopinath Menon. Sania Mirza and Narain Karthikeyan already endorse a clutch of brands.

Companies back cricket so that they can attract a mass market; the viewers of cricket form their target.

But with sports such as tennis and Formula One, the audience shrinks and becomes niche; and thus it's for niche brands to target them, he says.

Mr U. Jairaj Rau, Vice-President & Client Services Director, JWT, says possibly only a few national advertisers made a deliberate attempt to be on air when Anju George was in action.

Similarly, until now, brands don't seem to "caught on" with F1, he says.

Advertisers in sports channels buy a bulk package, for which some airtime is made available during the F1 races, says Mr Menon, adding that this situation is unlikely to change even now.

The industry, however, believes it is important that Indians continue to do well in sports other than cricket for it to gain advertisers' acceptance in the long run.

TAM India's Vice-President Mr Atul Phadnis says Indian sportspersons' performance will be the biggest factor in increased viewership.

Also, sports channels seem to have realised that too much dependence on cricket could hurt them; so, they are investing and promoting other sports, he says, citing the case of ESPN-Star Sports' Premier Hockey League.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Asugar Engg plea for trademark rectification turned down

Indian Airlines extends schemes

AI to have month-long Awadhi food festival

LG signs Zayed Khan as brand ambassador

Tata Indicom scheme

JCB dealer appointed

Another IBM `Think World' outlet in Kolkata

Swarovski boutique in Kochi

`Advertisers prefer personality to sport'

Autoprint forays into four-colour printing machine segment

Bajaj unveils premium range of ceiling fans

Clarins bid to change `male perfume' image

`Sea-inspired' skincare brand H2O Plus to be launched soon