World Cup: India’s World Cup run drives cos into power play with 20-25% surge in ad spend | Cricket News

NEW DELHI: With India reaching the ICC World Cup finals, marketing and advertising spends are substantially up, and on course to register the increase of 20-25%, projected over the October to March period. Marketers and brands are chasing biggies like Virat Kohli, and others like Mohammed Shami, Rohit Sharma and Bumrah, are also enjoying their spot in the sun.
“Cricket triggers an emotional affinity with the viewers and proven evidence of several successful brands riding on cricketonly.With India winning all the matches and heading to the finals, has definitely generated interest across brands aiming to capture higher awareness and recall to be in the semis/ finals,” Arshad Shawl, Founder Alliance Advertising told TOI.
Maruti Suzuki is among companies that have ramped up advertising for the final match.
“Our brand invests heavily in sports and therefore cricket . For the World Cup we have invested close to Rs 50 crores — Rs 35 crore in TV and about Rs 15 crore in OTT. Primarily we have bought ad space for 18 matches, 6 India games, 9 important non-India matches , both the semi finals and of course the final. After India reached the final, we have doubled our OTT investment in the final match from 11 million impressions to 22 million. It’s been a great World Cup so far for Indian cricket and consequently for advertisers as well,” said Shashank Srivastava, Senior Executive Officer, Marketing & Sales, Maruti Suzuki.
Disney Star is selling unsold ad inventory for (both TV and digital) World Cup finals at 100-150% higher rate than usual spot rates, industry sources said, adding certain strong regional brands have also jumped in to leverage on the high eyeballs expected in the final game on Sunday.
India’s unbeaten run at the ICC World Cup has given the much-needed push for companies to up their marketing spends, and leverage their brands — in one of the biggest ad events this year.
Broadcaster Disney Star is estimated to have raked in anywhere between Rs 3,000-3,200 crore in ad revenues in the current edition, R Venkatasubramanian, President, Investments at Havas Media India and Managing Director, Havas Play told TOI.
This is good news for companies and the advertising world as it comes on the back of a weak first half — with ad buoyancy being low during the first half, April-September, due to the surge in input prices coupled with disturbed weather patterns this summer.
Interestingly, for the first time with Hotstar streaming the World Cup matches, certain regional brands have found a “cost-effective” advertising platform that may not have the budgets to afford cricket. Smaller brands, and those who have a play in Maharashtra and Gujarat have jumped in.
Apart from TV, there have been great geo-targeting opportunities on mobile platforms for ICC WC amongst regional / retail brands with limited budgets. With India reaching the finals, endorsements are likely to go up especially for strong performers like Shami and Bumrah.
For instance, Swiggy Instamart used Burmah to bring alive the fastest delivery proposition. Amul leveraged Moment marketing with “Shami Finals” creative.
Sandeep Goyal, chairperson Rediffusion, said advertisers typically prefer (Cricket) captains and batsmen, hence Rohit Sharma may be a favourite, while Virat is topping endorsements.
This time around, quite a few FMCG brands including the likes of HUL which typically do not bet very big on cricket tournaments also cashed in on the World Cup frenzy as the placement of the sporting series coincided with the festive period.
“This time, India has played very well. Cricket has delivered better than any other tournament. All the brands benefitted,” said Venkatasubramanian
Further, industry executives said that co-presenting sponsor brands have spent an estimated Rs 90-100 crore on TV ads while associate sponsors shelled out some Rs 65-70 crore on TV ads. As far as digital (to place ads on Disney+Hotstar) spends are concerned, co-presenting sponsor brands are estimated to have spent Rs 55-65 crore and associate sponsor brands have spent Rs 25-30 crore this World Cup.
“A lot of brands also missed the opportunity to spend money on World Cup…not many big consumer durables were seen this time,” said Venkatasubramanian.
He said that many new brands which didn’t participate in the tournament so far will spend on advertisement tomorrow as India has made it to the finals. Brands like Sujata Appliances have booked ad slots for the final, he added. Finals is a good opportunity for brands to spend. They can spend less and get high visibility, good opportunity. Only tomorrow, some brands might end up spending Rs 2 crore,” he added.

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