Date:10/08/2005 URL: http://www.thehindubusinessline.com/2005/08/10/stories/2005081002360800.htm

Back Very few new ad creatives during triangular series

Nithya Subramanian

"One of the main reason is the timing of the event. Even fast moving consumer goods majors do not advertise during this time of the year."

New Delhi , Aug 9

CRICKET matches are normally when advertisers unveil new advertising campaigns. But the recent triangular series in Sri Lanka has not seen much action on this front. According to AdEx India, an advertising tracking agency, only about half-a-dozen new creatives have been released.

Even as Ten Sports was able to sell most of its advertising inventory, media planners said that there are several reasons for advertisers not using this platform.

"One of the main reason is the timing of the event. The series is happening during a lean period, between the end of summer and before the start of the festive season. Categories such as soft drinks, consumer durables, and even fast moving consumer goods do not advertise during this time of the year," said a media planner.

Also, the series is not as high-profile as an India-Pakistan series, said another advertising industry official.

"The West Indies team did not come in full strength. As far as India is concerned, there was some excitement as the team is playing under Greg Chappell and Rahul Dravid."

Some of the brands that released new ads are Maruti Suzuki Alto, Hutch, Indian Oil, and Mahindra Scorpio.

Normally, high-profile programmes and sporting events provide a good platform for advertisers to innovate their advertising.

In the US, for instance, advertisers keenly await the National Football League matches so that new creatives can be showcased. Rates too skyrocket, said the media planner.

Meanwhile, the first match on the IndianOil Cup between India and Sri Lanka on Ten Sports has received an average rating of 5.7 points (Target Group: males over 15 years of age in cable and satellite homes belonging to SEC A, B and C).

This is lower that the India-Sri Lanka league match of the Asia Cup last year, which received an average of 7.8 TRPs (television rating points).