March has been exciting month for cricket lovers. Not that it ended with a win for India, but someone did enjoy a hell lot of eyeballs and chatter around the TV world.
With 35 matches, the 2016 World Cup kept the entire nation glued to their TV sets, and Indian advertisers took the maximum advantage of the same. The event lasted from 8 March to 3 April, and even though India was kicked out early, this didn’t stop the advertisers!
We at SilverPush captured the entire TV war throughout the tournament to give you the top players off the field – the advertisers.
First up, we captured the most active industry during this WC T20. We acknowledged 16 active industries with Food and Beverages having the maximum number of active players but Electronics gave every other industry a run for its buck with maximum no. of spots aired. With Oppo, Karbonn, Airtel and Vodafone, telecom and handset manufacturers under electronics have escaped the wave that ecommerce enjoyed till now on any big event on TV.
This World Cup season was dominated by the Global Partner, Oppo Smartphones, who beat all other creatives hollow and maintained their bullish approach to the Indian market. An innovative campaign by Flipkart came next, with a new dialogue delivery style bordering on catchy and drive-crazy! Cadbury, with the help of its puppeteers and the signature romantic jingle, held the third maximum amount of spots during the matches. Airtel and Vodafone are clearly neck-to-neck, aggressively fighting for the 4G market share.
The next big thing! Will these brands and industries continue to have a stronghold on the TV world even once the World Cup fever ends? More importantly, will they be ready for the next major event the nation is looking forward to , the Indian premier League?
With the advent of summers, the top industry list might see a complete overhaul with FMCG brands coming on top and promoting goods to re-energize the youth. Perhaps a fresh battle will start between the pug and the ‘yak-yak’ lady fighting it out in the 4G space. Or will the handset manufacturers continue to remain on top with much more ‘Oppos’ coming into the market?
Let’s now see how the advertisers spice up the IPL season!
DISCLAIMER : The following research has been carried out on Star Sports 1 and Star Sports 3 only over the course of the T20 World Cup, dated 8 March to 3 April 2016.