Cricket continues to be the main revenue earner for endorsement and sponsorship deals. According to the latest study from TAM?s advertising measurement arm ADEX, ad volumes saw a colossal growth of more than three times in the five years from 2002 to January-October 2007 with the volumes showing an extra spurt during the World Cups in 2003 and 2007. The biggest spurt was seen in the 2007 World Cup where the volumes rose nearly 100%.
The study says that 22% of the advertising volumes were on live cricket telecasts while pure sports channels comprised more than half of the total ad pie of live cricket.
News channels contributed 61% of the advertising volumes on non-live cricket programmes, the study said.
Taking all the sports genres together, cricket contributed 63% of the total volumes of advertising as compared to 37% for all other sports. The study further added that 22% of the total ad volumes on cricket were from live cricket while highlights and repeat telecast contributed 12% of the non live cricket share and 78% of the advertising was done during non-live cricket programmes, wherein ?review/reports/discussions? contributed 87% of non live cricket advertising pie.
As far as advertising on sports channels goes, 53% of the advertising on cricket was from pure sports channels.