With the ICC World Cup barely 10 days away, advertising expenditure around cricket is set to get bigger, says a GroupM report on the advertising trends in India for 2015. But, will the World Cup steal the megabucks from IPL? Not necessarily, says Vinit Karnik, National Director, GroupM Esp. "Five days after the World Cup in 2011, IPL happened and both did well. I see a similar trend this time also," he says.
The ad spends for the ICC World Cup and IPL put together is likely to be around Rs 2,200 crore, out of which spends for the World Cup will be around Rs 1,200 crore. The 2011 World Cup had garnered ad revenues to the tune of Rs 700 crore. The 10-second ad spots during the mega event this year will be 50 per cent higher than the 2011 rates. Advertisers are also spending mega bucks on cricket because the tournament would be telecast in four regional languages - Tamil, Kannada, Malayalam and Bengali - apart from English and Hindi.
While the average number of advertisers for a cricket tournament is around 45, Star India, the official broadcaster of the ICC event, is hoping to double it this year.
According to a Star India spokesperson, this time the World Cup has attracted a whole bunch of new advertisers, such as TI Cycles and Mannapuram, who have bought inventory only for regional language feeds. "The language commentary will enable people sitting in a far-off village in Tamil Nadu or Bengal to watch cricket in his or her mother tongue. This will not only increase reach but will also get more advertisers interested," says Karnik. He expects e-commerce companies to be among the highest spenders during the World Cup.
While the ICC World Cup will be a major attraction for advertisers this year, the GroupM report predicts a 12.6 per cent growth in the overall ad spends over last year. The report says India's advertising investment will reach Rs 48,977 crore in 2015 compared to Rs 43,490 crore in 2014. Digital media would register the highest growth of 37 per cent, while cinema advertising is expected to grow by 25 per cent. Traditional television advertising is expected to grow by 16 per cent, while print media advertising would grow by 5.2 per cent.