Take the case of India’s tour to Sri Lanka whose six games (3ODIs and 3T20Is) will all be on DD Sports along with channels of the Sony Sports Network. Nearly a dozen brands have signed up with DD Sports as broadcast partners and sponsors for the series. These include Co-Presenting Sponsors Myfab11, Mountain Dew, Ultratech Cement, Indira IVF, Ghadi Detergent, Fogg Deo and Associate Sponsors Nilons, Omni Gel, Cycle Incense sticks, Pepsi, and Glori Soap.
Says Nikhil Vyas, CEO of ITW MWORX, which is the ad sales partner for DD Sports: “Advertisers realised that India cricket on DD Sports is a very effective and efficient medium to reach out to an audience size of 40M households in tier 2,3 and smaller towns. The reach of the platform is unmatched which makes it a regular media vehicle for the agencies and clients in the media plans.”
Bhairav Shanth, Co-founder and MD of ITW Consultancy Pvt Ltd, also echoed the same sentiments as to why DD Sports remains a viable and even vital component of a broader cricket media plan for brands associated with the sport. “Our research shows that 1 in 7 viewers in India watch cricket on the national broadcaster and 4 out of 5 of those viewers are from the rural areas. It’s the perfect complement to the more urban audiences that cable and OTT platforms reach.” he said.
is also the official in stadia advertising rights holder as well as markets the
Hybrid on air features advertising on Sony Sports network. Though more of the
population will have access to paid broadcasters or major OTT platforms in the
coming years, Doordarshan’s feed will still continue to entertain a huge chunk
of the rural areas of the country. And the level of brand interest in the
India-Sri Lanka series is ample proof of its viability and importance.