Despite late night matches, FIFA World Cup managed to grab eyeballs in the country. As per TAM data provided by the official match broadcaster, Sony, the total reach for World Cup has been pegged at 62 million viewers for 62 matches, which includes the semi-finals.

This includes the reach figures of Sony Six and its Bengali channel, Sony Aath, besides Sony Six which simulcast matches after the group stage.

Rohit Gupta, President, Multi Screen Media India, which owns Sony Six said, “Even though there were late night matches, viewers seem to have stayed up to watch the matches. With these numbers, it is clear that football has clearly established itself as the second most popular sport in the country.” He also said the broadcaster managed to nearly double the number of advertisers for FIFA World Cup in 2014 compared to 2010. Over 30 advertisers came on board to associate with World Cup this year. Sony’s strategy to run a Bengali feed for the FIFA World Cup also helped with nearly a third of the eyeballs coming from Sony Aath. Women accounted for about 33 per cent of soccer viewership.

Garnering interest

Media buyers believe soccer has emerged as a platform for premium brands focused on males as well as youth to engage with their target audience.

Zubin Tatna, National Director, Planning MEC said, “Audiences have grown for football events significantly from last year itself with the EPL, Spanish La Liga, Italian Serie A, European Cup and the recent World Cup all indicating healthier numbers.”

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