Sports Business : Sports channels draw huge blank on TAM AdEx-Television Advertising Report-II

Sports Business,Sports News,TAM AdEx-Television Advertising,Sports Business News,Sports Ratings

The live sporting action is not only being missed by the fans but also by the sports broadcasters. According to TAM AdEx-Television Advertising Report-II for period Mar-Jun’20, sports genre has drawn huge blank during the Covid19 times. The Ad-Volume contribution on the sports channels among all the genres in less than even 1%. According to the report -News, GEC and Movies genres contributed more than 80 per cent share of Ad Volumes during the lockdown period. News contributed 35 per cent share whereas GEC pitched in 24 per cent and Movies 23 per cent share. Music and Kids contributed 7 per cent and 3 per cent in the period between April-June’2020. 

As per the information with InsideSport – Bundesliga which was the first live sporting event on the Star Sports Network failed to lift the advertiser interest in the sports genre. With below-par television ratings, whatever little advertiser interest came initially that too has dipped now. 
TAM AdEx-Television Advertising Report-II for period Mar-Jun’20
News Channels – 35%
General Entertainment Channels (GEC) – 24%
Movies – 23%
Music Channels – 7%
Kids Channels – 3%
Sports – Less than 1%

In the news genre, Hindi news led with 36% share of ad volume in total share of the genre. However, ad volumes on News channels grew steadily from week 19 onwards and registered  6% growth in ad volumes in week 24 over week 23. Whereas, in English news, week 20 to week 23 saw steady growth in ad volumes with a minor drop in week 24. As compared week 24 to week 14, the genre saw growth of 31%. Also, the ad volumes on Regional News channels grew steadily from week 18 onwards with the peak in week 24. The regional channels in week 24 to week 14-19, grew 53%. 

For the news genre, GCMMF (Amul) tops the chart of Hindi News and English News, while HUL leads on Regional News. Players from the Healthcare/Hygiene category dominate Hindi and Regional News channels. 

For the movie’s genre, week 24 registered 42% growth in ad volumes over week 14. There were over 30 exclusive advertisers on the channel which includes Surya Food and Agro, Ganesh Industrial Corporation, Aaradyaa Gold, Regent Clothings and others. 

As compared to week 14, ad volumes on Hindi Movies channels grew by 44% in week 24 whereas  English Movies genre grew by 33% in week 24 compared to week 23 and regional movie genre registered 48% growth in ad volumes in week 24 compared to week 14