Within the inaugural version of the e4m GroupM Let’s Play sports activities advertising and marketing summit, Vibhor Gauba, Affiliate Companion – Deal Advisory at KPMG India, delivered the keynote handle.

The handle delves into CII-KPMG’s just lately launched and extremely praised report on the state of the Indian sports activities broadcasting trade in 2022, its current triumphs, and future hopes. In response to the report, the sports activities TV broadcast phase is estimated to be ₹7,560 crore by 2022, with the digital OTT sports activities sector estimated at round ₹1,970 crore, with the general income for sports activities broadcasting reaching ₹9,530 crore. In response to the identical report, the TV sports activities broadcast phase alone is anticipated to develop to ₹ 9,830 crore in FY26, rising at a gentle CAGR of seven p.c.

“We have a look at the sector from two lenses, the primary is TV broadcasting. In that phase, the IPL is clearly the largest asset, and we examine how efficient sports activities are being broadcast on TV and the way it may be used finest. Then, we additionally examine it from a digital angle , displaying that it has dominated the dialog ever since Jio launched its knowledge plan in late 2016,” he stated.

Gauba went on to elucidate how there are issues about elevated twine chopping, the demise of a number of TV genres and comparable trade points.

In response to the newest BARC knowledge that we’ve got, we are actually in 210 million households, and the general TV penetration is near 70 p.c, so out of the near 300 million households that we’ve got, we solely have 210 million which have it. TV, that means 90 million have by no means had a TV, so there’s nonetheless an enormous hole,” he defined.

To extract extra info from these knowledge factors, the report in contrast the proportion of rural households in India with TV, pegged at round 60 p.c, towards different Southeast Asian nations, with comparable GDP as measured by Buying Energy Parity, and located. that they’ve anyplace between 80-95 p.c penetration.

“Clearly we won’t attain that stage, as a result of India’s precise GDP is a bit decrease than a few of these nations, however rising TV penetration to 70-80% is one thing that may be achieved,” Gauba stated.

With regards to cable chopping, Gauba admits that it’s a truth {that a} small variety of households and other people with excessive values ​​are shifting away from linear TV, however the quantity is simply too small to threaten it, coming in only 0.5 to 0.7 households in India.

Noting that easy 5G connectivity throughout the nation, requiring just one knowledge bundle continues to be just a few years away, Gauba stated, “What we should not overlook is that TV could be very costly in India, and at ₹ 153 all of it prices. to look at 100 channels FTA. So whereas 5G will have an effect on cord-cutting, it will not make a fabric distinction to the variety of households with TVs, and we’ll solely see 10-15 million households chopping the twine within the subsequent 4 years.

He added that it’s fascinating to notice that, between 2019 and 2022, when digital consumption actually skyrocketed throughout the nation, TV managed to retain its market share of 52-54 p.c, as a result of digital largely moved to different media consumption segments.

“What’s an fascinating knowledge level that we discovered, particularly from an advertiser’s perspective is that the New Shopper Classification System (NCCS) A and B penetration in TV households has elevated by 17 p.c, so households we anticipate to be the primary. till now,” stated Gauba.

He added that the quantity of authentic content material on TV is unmatched, noting, “If you happen to watch any GEC, you get 4 to 4 and a half hours of authentic content material each weeknight, throughout prime time, and that is not one thing that digital can cowl anytime quickly.”

“So TV is right here to remain, and the sports activities class stays some of the widespread and most monetizable genres. If we have a look at the Indian Tremendous Bowl, the IPL, we see that it reaches between 400-420 million folks, and is bigger than the mixed attain of different prime properties, we see KBC, Bigg Boss, Kapil. Sharma, Khatron keKhiladi, and Shark Tank. Within the final two months, it has a larger attain than all these properties mixed, and has 2x the quantity in time watch,” stated Gauba.

“If we have a look at the viewers concurrently, that means those that watch by way of TV and those that watch by way of OTT, and watch the India vs Pakistan match, which is greater than IPL, then the T-20 World Cup 2021 match has 116 million customers on TV. versus 12.8 million on digital ,” he stated.

Because of this TV will proceed to dwarf digital for the foreseeable future, as a result of despite the fact that digital adoption is rising at an exponential fee, TV has a a lot bigger base.

“And whereas the IPL is clearly the largest asset, due to all the cash it brings into the sector, many non-cricket occasions are additionally gaining prominence, particularly PKL and ISL, and though they’re by no means as huge because the IPL, they cater to a unique part of the viewers and every reaching between 150-300 million viewers in a given season,” stated Gauba, concluding that TV isn’t going anyplace anytime quickly, and is just going to extend by way of alternatives for manufacturers. advertisers, and the media trade.



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