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1、Sports broadcasting on TVA matchmade in heavenNovember 2022ForewordTelevision continues to remain the dominant media platform in India despite the rapid growth of OTT platforms during the pandemic.The unparalleled reach of 900 million viewers,affordability,the volume of original content available co
2、upled with the challenges in fixed broadband penetration in India provide a long runway for the growth and predominance of the TV platform in India.The number of TV households in India is expected to reach approximately 250 million by the year 2026,up from 210 million in the year 20201.Amongst all t
3、he genres of content consumed through television,sports has the highest reach.During the first nine months of the year 2022,content related to sports was consumed by approximately 722 million2viewers.This genre has remained largely resilient to the COVID-19 headwinds and is expected to scale up to t
4、he 2019 highs by the close of this year.The Indian Premier League continues to be the biggest impact property on Indian television with a reach of 400 million3 cutting across demographics.In recent years,we have also seen other sports like kabaddi,wrestling and football emerge with the audience and
5、advertisers interest matching some of the popular GEC programmes like Bigg Boss,The Kapil Sharma Show etc.The growth of India as a sporting nation is also being driven by the successes of Indian athletes on prestigious international platforms.India rising up to the 4th rank in the medals tally in th
6、e Commonwealth Games,20224is a testimony to governments efforts in the development of the sports ecosystem in the country.Coupled with the rise of domestic sports leagues with strong sponsors and advertisers interest,sports viewership in India has a significant headroom to grow.The advertisers inter
7、est in sports broadcasts has grown strongly with the increasing viewership and demographic reach offered by sports properties.Both traditional and new age businesses have turned the spotlight on sports broadcasting with this segment recording revenues of approximately INR7,560 crore5in FY22.The grow
8、th trajectory in India is expected to continue with the increasing penetration of TV across NCCS AB demographics and the growing interest in sports.Through this whitepaper,we aim to highlight the growth drivers for sports broadcasting in India,the future growth potential and how the various players
9、in the value chain stand to gain from it.1.KPMG in India analysis,20222.Broadcast Audience Research Council estimates,2020,accessed on November 1,20223.Broadcast Audience Research Council estimates,2020,accessed on November 1,20224.Olympics website accessed on November 7,20225.KPMG in India analysis
10、,2022Aneesh Vijayakar Partner and Co-head Transaction ServicesKPMG in India2|Sports broadcasting on TV-A match made in heavenAkhilesh Tuteja Partner and HeadTechnology Media and TelecomKPMG in India 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member
11、firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Contents01.The television segment in India Still a goliath!0402.Sports broadcasting on television in India1003.Sports consump
12、tion on TV Whats in it for the advertisers?1604.Growth of India as a sporting nation2405.Conclusion 283 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG Internati
13、onal Limited,a private English company limited by guarantee.All rights reserved.01The television segment in India Still a goliath!4|Sports broadcasting on TV-A match made in heaven 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG g
14、lobal organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Television(TV)remains the largest media platform in India,both in terms of reach,as well as consumer engagement in terms of time spent.TV reach
15、ed 210 million households in 20206,as per the Broadcast Audience Research Council(BARC)TV Universe Estimates,translating into 900 million individuals who watch TV.This user base far exceeds any other media platform in the country,outlining the large reach that TV enjoys.The rural penetration has his
16、torically been low owing to socio-economic concerns,grid electricity issues and the relatively higher cost of TV infrastructure in remote areas of the country.However,with the infrastructure improvements and rising per capita disposable income,rural TV penetration in India has significant headroom f
17、or growth,and along with the continued Pay TV growth in urban markets,the TV penetration in India is likely to steadily grow.The proposed growth is benchmarked to the US market,which saw an overall TV penetration of 85 per cent+8at peak maturity;and Southeast Asian countries with a similar GDP per c
18、apita and have TV penetration close to 80-95 per cent.Robust TV ownership across Hindi speaking marketsTelevision ownership across Hindi speaking markets(HSM)grew at a robust 8 per cent from 2018-20,outpacing the overall TV market growth of 6.6 per cent during the same period9.The growth across the
19、HSM markets can possibly be attributed to the continued growth of DD FreeDish,which due to its content provides an affordable option to enter the TV universe.DD FreeDish is estimated to have crossed 43 million households at the end of FY2210,making it the largest Direct to Home(DTH)player in India.T
20、his is also corroborated by the share of DD FreeDish in the Mode of Signal reception(MOSR)increasing from 13 per cent in 2018 to 19 per cent in 202011.The TV ownership in Southern markets grew at 5 per cent during 2018-2020,owing to an already high TV penetration of over 95 per cent12.TV owners movi
21、ng up the socio-economic ladder An exciting opportunity for advertisersThe analysis of TV ownership across various socio-economic classes,indicates that the TV owning population has been steadily moving up the affluence pyramid.The proportion of NCCS A and B among TV households has increased to 58 p
22、er cent in 2020 as compared to 48 per cent in 2016,while that of NCCS DE has reduced to 9 per cent from 19 per cent in 201613.The television segment in India Still a goliath!6.Broadcast Audience Research Council estimates,2020,accessed on November 1,20227.KPMG in India analysis,20228.KPMG in India a
23、nalysis,20229.Broadcast Audience Research Council estimates,2020,accessed on November 1,202210.DD FreeDish with 43 million homes announces new channel line-up,Press Information Bureau,dated March 2022,accessed on November 2,202211.Broadcast Audience Research Council estimates,202012.Broadcast Audien
24、ce Research Council estimates,202013.Broadcast Audience Research Council estimates,2020The TV penetration is at an all-India levelTV penetration among urban householdsTV penetration amongrural households70%787%61%5 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnersh
25、ip and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.The increase in TV ownership,along with a higher proportion of NCCS A and B households(HHs)represents an incr
26、easingly attractive audience for advertisers,which can be effectively monetised with the right mix of content across genres.The growth of television in India A significant runway aheadAs outlined by the statistics around ownership and viewership,TV remains highly relevant in India despite the steep
27、growth witnessed by digital platforms in last four years.Even during the hyper growth phase of digital consumption(especially aided by COVID-19 tailwinds),the TV HHs have witnessed a gradual increase,and more importantly.While there was a spike in TV viewing during COVID-19 induced lockdowns,the ave
28、rage daily time spent on TV stands at 3 hours 34 minutes15in 2022;and is close to the pre pandemic level,despite significant investments by Over the Top(OTT)video platforms on digital content.This,coupled with the fact that TV is an ideal medium for family viewing,outlines the importance of the medi
29、um in meeting the daily entertainment needs of the Indian viewer.TV penetration in India estimated at 76 per cent in 2026 with both FTA and Pay TV registering strong growthWe estimate 248 million households consuming linear television in 2026.This implies a TV penetration of 76 per cent in 2026,comp
30、ared to 70 per cent in 202016.A bulk of the growth in TV HHs is likely to come from the rural markets,which are under-penetrated at 61 per cent of the total rural HHs.We expect the growth to be divided between towards Pay TV and Free to Air(FTA),with DD FreeDish expected to touch 52-55 million17HHs,
31、while high fresh content volumes and affordability of TV means that an increasing number of HHs are likely to jump onto the Pay TV bandwagon.Our estimates also assume a certain churn out from DD FreeDish towards upgrading to Pay TV,with rising disposable income across the board.This resultant increa
32、se in Pay TV penetration is likely to be attractive to advertisers with them being able to reach a larger number of individuals.14.EMarketer data,accessed on November 3,202215.BARC data,accessed on October 27,202216.KPMG in India analysis,202217.KPMG in India analysis,2022Figures in million202220232
33、02420252026CAGR Total HHs in India33442.3%India TV HH Penetration72%73%74%75%76%TV HHs(with no Cord Cutting-As Is Growth)2262352432522623.7%VOD Subs-Cord Cutters025913TV HHs(with Cord Cutting)2262322392442482.4%52-56%6|Sports broadcasting on TV-A match made in heavenTime spent on Televisi
34、on by an individual in a day(as a per cent of total time spent on media in a day)14 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a priva
35、te English company limited by guarantee.All rights reserved.TV enjoys dominance over other media platformsTV enjoys an overall reach of 900 million compared to the 450-500 million18monthly active users of digital in 2022 thus exceeding the reach of digital platforms by a significant margin.TV reach,
36、while larger than that of digital,also has the advantage of being more inclusive,spanning various NCCS,age groups,and gender;which would take a fair while for digital platforms to catch up to.The dominance of TV is in part due to that TV lends itself well to family and co-viewing with certain genres
37、 like sport made for TV.Key genres of content like movies and sports in particular,are produced for the large screen,with the viewing experience significantly enhanced as compared to the smartphone screen.Further,aspects like family and appointment viewing can be best experienced on TV.Family remain
38、s an important part of the social fabric in India,and the 97 per cent19of TV HHs in India being single TV,lends credence to the importance of family viewing.The adoption of connected TV in India is nascent at 10 million20owing to low fixed broadband penetration and relatively higher entry costs.This
39、 coupled with structural impediments around cord cutting,implies that TV will continue to dominate as a media platform.Cord cutting remains a nascent phenomenon in IndiaCord cutting in India remains a relatively nascent phenomenon,unlike the US or UK.There are an estimated 0.5 million cord cutters i
40、n India at present,which is 0.2 per cent of the overall TV universe.We estimate 13 million HHs cutting the cord by 2026,which at 5 per cent22of the projected TV universe would mean a large majority of the Indian population looking at TV as their primary source of entertainment in the medium to long
41、term.In the subsequent sections,we dive deeper into the factors which suggest that large scale cord cutting in India may not be seen anytime soon.Factors likely to drive the TV growth in Indiaa.Improving access to affordable TV sets The government focus on household electrification and increasing el
42、ectricity uptime along with pro-manufacturing policy support like Make in India,PLI scheme are driving penetration of TV sets among rural households.Consumer goods companies are also building deeper retail presence in rural areas to capitalise on the rural opportunity.b.TV continues to be very affor
43、dable The entry price for Pay TV-Cable and DTH is INR153(including taxes)which gives access to 200 FTA channels.The Pay TV ARPUs in India at USD3-423are amongst the lowest in the world,as compared to traditional TV and home video ARPU of USD5 in the Philippines and USD24 in Malaysia.18.KPMG in India
44、 analysis,202219.KPMG in India analysis,2022 based on industry discussions20.KPMG in India analysis,2022,based on industry discussions22.KPMG in India analysis,202223.Media Partners Asia report 20207TVReach of TV vs.Digital in 2022900 million Digital(monthly active users)450-500 million18 2022 KPMG
45、Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.c.There is little price arbitrage
46、between TV anddigital Unlike markets like the US,whichhad a very high gap between traditionalCable/Pay TV and OTT pricing,there is verylittle price arbitrage between TV and digitalcontent in India.The combined cost ofsubscriptions to leading OTT platforms and afixed broadband connection is 3.5-4x.24
47、ofwatching similar content on Pay TV.This lackof price arbitrage is a structural factor,whichis likely to ensure TV retaining its poleposition for the foreseeable future.d.Headroom for growth of TV penetration Almost 61 per cent25TV penetration amongrural households in India and 87 per centamong urb
48、an households,when compared todeveloped markets and Southeast Asianeconomies,underlines the strong headroomfor growth in TV penetration.For example,in2015 which is the very early stages of onset ofcord-cutting,the Philippines had a TVpenetration of 84 per cent while Thailand,Malaysia and Singapore h
49、ad a TV penetrationof 97-100 per cent 26.The growth of GDP percapita of India from USD1,981 in 2017 toUSD2,277 in 2021 27also showcases that thepopulation is earning more and hence mightspend on Pay TV more.e.Volume of content on TV,including regionallanguage content,is the highest amongentertainmen
50、t media The scale at whichoriginal content for TV is produced,in Hindiand other regional languages,is far higherthan that acquired or created by OTTplatforms(1,00,000 hours per annum for TVcompared to 2,500 hours for OTT28).The creation of such volumes of content is helped by the robust content crea
51、tion ecosystem(including production houses and talent)that has been created in the segment over the last four decades.This is a major contributor to the importance of TV as a media platform.The diversity of language also ensures that TV industry in India remains lucrative across geographies.Further,
52、regional language content is under-indexed(advertising revenue contribution to consumption contribution)and therefore likely to see robust growth in the future thus providing an impetus to growth in content consumption on TV.COVID-19 a short term challenge;cord cutting may not fundamentally change t
53、he structure of the TV segmenta.Cord cutting The number of direct paid OTTsubscribers in India grew 5X from 14 millionin 2018 to 70 million in 202129.As per ourindustry discussion,the digital elites andsophisticates residing in the top eight cities ofIndia,largely account for this directsubscriber b
54、ase.The convenience of any-timeviewing,an ad-free experience(only forpremium subscriptions),access todifferentiated content and personalisedrecommendations are factors which have ledto this subscription and consumption growth.24.KPMG in India analysis,assuming Yearly subscription to Netflix,Disney+H
55、otstar,Amazon Prime Video and Sony LIV and a broadband connection with 200 Mbps speed25.KPMG in India analysis,202226.KPMG in India analysis,2022,based on secondary research27.World Bank data,accessed November 11,202228.KPMG in India analysis,2022,based on secondary research29.KPMG in India analysis
56、,20228|Sports broadcasting on TV-A match made in heaven 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited b
57、y guarantee.All rights reserved.However,TV penetration in NCCS AB households grew by 17 per cent from 2019 to 202230.Further,adults in India spent 3 hours 36 minutes31,daily on TV in 2022,highlighting that TV has been able to maintain its share despite the growth in digital consumption and subscript
58、ions.Further,an important thing to note is that the lack of fixed broadband penetration and higher cost of OTT vs pay TV(as highlighted earlier)are structural inhibitors to cord cutting in India.With 30.4 million fixed broadband connections in India at the end of August 202233,fixed broadband penetr
59、ation is at 9 per cent34in India as compared to 95 per cent+in developed nations.The experience of viewing content on the large screen(especially with family viewing)is difficult to replicate on smartphones.As outlined earlier,the absence of price arbitrage between pay TV cost and cost of consuming
60、content on OTT platforms,which is close to3.5-4x in favour of TV,means that cord cutting at a large scale is unlikely to be witnessed in India in the near to medium term.Having said that,there are instances of cord shaving being witnessed for genres such as English entertainment and English movies,a
61、nd based on our industry discussions,kids content and niche movies could also see an impact due to cord shaving in the years to come.However,genres which are experience based(like sports and movies)and depend on continued fresh content(GECs Hindi and regional)are likely to continue seeing growth on
62、TV due to the strong value proposition that they provide.b.COVID headwinds The TV segment saw a decline of 18-20 per cent 35in advertisement revenues in FY21 owing to COVID-19 induced lockdowns,which negatively impacted the capacity of broadcasters to produce new content.However,this has been a shor
63、t-term challenge,with TV advertisement revenues at FY22(at INR26,500 crore),having exceeded the FY20 number of INR26,200 crore36.This recovery bodes well for the broadcasting segment and would lead to greater investments in content creation.As we have outlined in the discussion above,sports as a gen
64、re has seen robust growth on television due to the viewing experience it provides on the large screen,as well as environmental factors which include the proliferation of cricket and non-cricket sporting leagues in the country.In the coming sections,we dive deeper into the TV phenomenon that is sport
65、s.30.Broadcast Audience Research Council data accessed on November1,202231.EMarketer data,accessed on November 1,202233.Telecom Regulatory Authority of India,Telecom subscription data for August 2022,accessed on November 3,202234.KPMG in India Analysis,202235.A year off script,KPMG Media and Enterta
66、inment Report,202036.A year off script,KPMG Media and Entertainment Report,2020;KPMG in India analysis,2022917%3.5-4xTV penetration growth in NCCS AB households from 2019 to 202230Cost of OTT platforms compared to Pay TV 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Par
67、tnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.02Sports broadcasting on television in India10|Sports broadcasting on TV-A match made in heaven 2022 KP
68、MG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Sports viewership on TV is unde
69、rpenetrated in India,with a significant headroom for growthWhile India has been steadily improving when it comes to being a major sporting nation,the consumption of this genre in India is significantly under-indexed.Sports contributes only 3 per cent of the total viewing on television as compared to
70、 developed countries such as the US where the number is closer to 10 per cent36.We expect that with the continued encouraging performance of Indian cricketers and other athletes on the global stage,this gap will steadily reduce over the years to come.Sporting properties on TV are amongst the most wa
71、tched pieces of contentWhat is unique about sports as a genre,is that it aggregates the largest viewer pool over a short period of time,something which both developed markets such as the US and markets such as India have witnessed.Out of the top 5 most watched television shows in the US in 2021/2022
72、 based on viewership,3 were sporting events National Football League(NFL)Sunday night,NFL Thursday night and NFL Monday night football37.Similarly,In India,IPL22 with 400 million38viewers as well as non-IPL leagues such as PKL Season 8 with 227 million viewers and ISL 21-22 with 130 million viewers
73、have achieved a significantly higher reach than full seasons of some of the highest impact GEC properties like KBC21,BiggBoss20-21 and The Kapil Sharma Show 20-2139.Even for markets with a high OTT penetration like the US,TV remains the dominant consumption platform for sporting content.92 million v
74、iewers40watched the Super Bowl 2021 edition on TV compared to 5.7 million viewers on digital.TV ad rates for 30 second slots have also been on the rise at USD5.5 million/slot41in 2021 from USD4.8 million/slot42in the 2018 edition.The primary reason for this large difference in viewership is the fact
75、 that sport is essentially developed and shot for the large screen,owing to its ability to create a more engaging experience.Further,with co-viewing a phenomenon seen regularly in sports broadcasting,TV retains is status as the de facto medium for sports consumption.36.Sportskeeda,accessed November
76、11,202237.Nielsen data 202238.Broadcast Audience Research Council,accessed on October 27,202239.BARC data,accessed on November 2,202240.Sportskeeda,accessed November 11,202241.Variety,accessed November 11,202242.Nielsen data 2022Sports broadcasting on television in India11 2022 KPMG Assurance and Co
77、nsulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Sports viewership vis-vis other genres in IndiaSpo
78、rts viewership in 2022 poised to exceed pre-pandemic levelsSports viewership in India stood at 722 million in the first nine months of 2022 and estimated to surpass the 776 million viewership of 201943.This is expected on the back of other marquee properties like T20 WC,India bilaterals,PKL,and ISL
79、being lined up in the next three months.While COVID-19 and the lack of major sporting properties in 2020 led to a temporary blip in viewership,the recovery has been robust with 2022 YTD numbers higher than the full year viewership of 706 million in 202044.while most other genres are yet to touch the
80、 pre pandemic viewership numbersWhile the COVID-19 related viewership decline was deep across genres,sports was among the least impacted with a YoY decline of only 9 per cent in 2020 vs 2019,compared to a decline of 28 per cent in Hindi GEC and 20-31 per cent in regional GEC45.The same highlights th
81、e importance,resilience,and user engagement of sporting properties on TV.Sporting vs.GEC properties A big difference in reach and time spent The reach provided by premium sporting properties is significantly higher than the reach provided by premium GEC properties.For example,the India vs Pakistan m
82、atch of 2021 T20 World Cup alone achieved a reach of 200 million viewers within four hours on the Star TV network,compared to the full season reach of 115 million achieved by high impact properties of Kaun Banega Crorepati(KBC),Bigg Boss(BB)and The Kapil Sharma Show(TKSS)which ran for 85 days,120 da
83、ys and 80 days respectively46.The India vs.Pakistan 2021 T20 World Cup match also saw a 9x difference in the concurrent users on TV(116 million)as compared to digital(12.8 million)47.IPL 2022 had an overall reach of 400 million48which is 80 per cent higher than combined reach of KBC,Bigg Boss,The Ka
84、pil Sharma Show,Khatron Ke Khiladi and Shark Tank.Marquee sporting events also perform better in terms of viewing time vis-vis impact GEC properties on TV.The ability of sports to keep the audience engaged and hooked on,is unparalleled,as outlined by the above data.43.Broadcast Audience Research Cou
85、ncil data,accessed on October 27,202244.Broadcast Audience Research Council data,accessed on October 27,202245.Broadcast Audience Research Council data,accessed on October 27,202246.Broadcast Audience Research Council data,accessed on October 27,202247.Based on industry discussions48.Broadcast Audie
86、nce Research Council data,accessed on October 27,202249.Broadcast Audience Research Council data,accessed on October 27,202212|Sports broadcasting on TV-A match made in heaven330 billion165 billionViewing minutes of IPL vs.other impact properties49Combined watch time of KBC,BB,TKSS,Khatron KeKhiladi
87、(KKK)and Shark Tank IPL 2022 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights rese
88、rved.2xCricket ratings continue to dominate,and remain highly lucrative for advertisersAmongst sporting properties,cricket(T20s and ODIs)including the IPL and bilateral India cricket continues see an increase in ratings on TV.50.Broadcast Audience Research Council data,accessed on October 27,202251.
89、Broadcast Audience Research Council data,accessed on October 27,202252.Broadcast Audience Research Council data,accessed on October 27,202253.KPMG in India analysis,202213One Day International(ODI)cricket,which some experts believe is struggling for relevance,also saw India-South Africa matches deli
90、ver a 21 per cent increase in ratings,as compared to previous series between the two nations51.This consistent increase in ratings,acts as a catalyst for advertisers to continue investing heavily in TV advertising,in order to reach the wide audience across socio-economic classes.Coming to the socio-
91、economic classes,the viewership of sports is broad-based with NCCS AB households contributing 60 per cent52in the latest seasons of IPL,PKL and ISL,while the remaining viewership coming from NCCS CDE.This majority,affluent audience is extremely attractive to advertisers,given the purchasing power re
92、siding with this populace.Having said that,it is equally important for mass-based brands to reach to lower NCCS;and sport as a product,delivers on that promise as well.Size of the sports broadcasting market in India53Sports on TV Amongst the largest and most monetized genresThe overall TV sports mar
93、ket was estimated at INR7,050 crore in FY21,and the same is expected to reach INR9,830 crore in FY26;growing at a steady CAGR of 7 per cent.The TV ad revenue for sports growth is expected to be a premium to the overall TV market growth,given the advantage that sports as a genre enjoys over other gen
94、res,as outlined above.Subscription revenues for sports are likely to be driven by the increase in TV HH penetration,upselling of packs(including sports channels),and organic growth in Pay TV ARPUs7,0507,5609,8301,5401,9704,3608,5909,53014,190FY21FY22EFY26ETVDigitalTotalCAGR22%7%12%36%47%Higher TV ra
95、tings of 2022 edition of Asia Cup compared to 201650Higher TV ratings of T20I India-Australia match 2022 compared to the match in 201950Higher TV ratings of T20I India-South Africa in September 2022 compared to thematch in June50 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liab
96、ility Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Digital revenues for sports likely to see robust growth,but would still be roughly half of the
97、 TV revenues by FY26The digital revenue for sports is estimated to grow from INR1,540 crore in FY21 to INR4,360 crore in FY26,at CAGR of 22 per cent54.The same is likely to be driven by organic growth in the number of OTT viewers in India,as well as an increase in consumption of sports on OTT,fueled
98、 by the convenience of anywhere viewing.Ad revenues for sports properties on digital platforms are likely to be driven by robust advertiser interest on digital and higher fill rates and CPMs as compared to other content genres.The subscription revenues for sports are expected to grow on the back of
99、increase in OTT subscriptions,and a visible,concerted effort by OTT platforms to move towards a SVOD future.Despite the rapid growth of digital consumption in the last few years,the TV sports market is still expected to be more than 2x of the overall digital sports market in the medium to long term,
100、and TV as a platform for sports consumption and monetisationis likely to remain highly relevant for the foreseeable future.Cricket rules,yet some non-cricketing leagues are seeing tractionCricket continues to dominate sports viewership and reach in India,with IPL season being the largest impact spor
101、ts property on TV.This is a property that most brands plan for months in advance and look forward to utilisingto further their brand objectives.If we look at the overall volume of Live cricket content telecast in India,it stands at a staggering 16,217 hours(till Week 44 of 2022),up from 15,506 hours
102、 in 202155.No other sport comes close in terms of both volume of content,as well as the reach.Having said that,the viewership of other non-cricket sports has been steadily growing and stands at a reasonable 20 per cent in 202256.The proliferation of multiple franchisee-based sporting leagues in Indi
103、a(around kabaddi,football,kho-kho etc.)post the success of the IPL has meant that there is almost year-round sporting content available to the viewers.Further,Indias improving performance in global events like Olympics,Asian and Commonwealth Games has resulted in a general rise in the interest level
104、s of sport,which is evident with the viewership and reach data.Conceptually,sporting leagues including cricket and non-cricket,look to package sport and entertainment as one,in order to attract audiences.Participation of international stars,generating buzz through auction processes,use of celebritie
105、s and Bollywood stars to attract audiences helps generate positive conversations around these leagues.We take a brief look below,at two of the most successful non-cricket sporting leagues in the country.54.KPMG in India analysis,202255.BARC data,accessed on November 11,202256.KPMG in India analysis,
106、202214|Sports broadcasting on TV-A match made in heavenVolume of Live cricket content far exceedsany other sport16,217(hours)15,506(hours)552022(till week 44)2021 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization
107、 of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.A look at the growth of non-cricket leagues in Indiaa.Pro Kabaddi League(PKL)Launched in 2014,the PKL has completed eight seasons and is by far the most successf
108、ul non-cricket sporting league in the country.The TV viewership of PKL has been rising over the years with a viewership of 328 million viewers in 2019 as compared to 312 million in 2017 growing at 2.5 per cent CAGR and a TVR/match of 1.158.Season 7 of PKL saw a viewership growth of 26 per cent59in t
109、he urban market within male 15+AB group while season 8 of PKL has attracted 29 per cent new(first-time)viewers60,indicating strong traction and consumer engagement potential for the league and sport from a future perspective.The media rights for 2021-2025 have been acquired by Star Sports for INR180
110、 crore/year compared to INR90 crore/year for the previous contract61.The captive and compact indoor environment of PKL provides an optimal stage for sponsors to garner consistent and high intensity visibility enabling strong viewer recall,resonance,and impact as substantiated by a higher average int
111、egrated cost:benefit(ROI)factor of 1:17 to its central league sponsors,which is considerably higher than the average Indian industry standard of 1:862.b.Indian Super League(ISL)Launched in 2014,the ISL has also completed eight seasons and has seen growing popularity over the years.The TV viewership
112、was 167 million viewers in 2019 and 158 million in 2017 with a CAGR of 2.8 per cent63while the 2021 season surpassed the previous season in terms of television ratings,time spent viewing,brand integrations,and social buzz.Season 7(2020-21)saw a pan-India spike in viewing percentage of 16 per cent,wi
113、th an 18 per cent increase in Hindi-speaking markets and 14 per cent in the south64.Male 15+AB urban viewers clocked a TVR of 0.41 which is a 5 per cent increase from the previous season(0.39)65.The title sponsorship for three years starting 2020 is valued at INR160 crore increasing from INR51 crore
114、 for the previous three years with a CAGR of 46 per cent66.The promotional campaign for ISL was unique where in it saw Indias first ever commercial usage of a drone to deliver the match ball creating a spectacle.Similar to IPL,ISL has clubs owned or co-owned by celebrities like Abhishek Bachchan,Vir
115、at Kohli,Varun Dhawan,etc.which lends to the popularity of these clubs and helps pave the way for the league.As discussed above,sports as a genre on TV remains as strong as ever,and more importantly,still has a significant growth runway ahead.Sports viewership is resilient,dedicated and broad-based.
116、And this viewership is not just restricted to cricket,as individuals are slowly starting to embrace the nuances of other sporting properties.In the subsequent section,we look at sports consumption closely and understand how advertisers look at this genre to meet their brand objectives.58.Broadcast A
117、udience and Research Council data accessed on November 1,202259.Broadcast Audience and Research Council data accessed on November 1,202260.INTELENSA Market Research Insights 202261.Hindu Business Line article published on April 17,202162.INTELENSA Market Research Insights 202263.Broadcast Audience a
118、nd Research Council data accessed on November 1,202264.Broadcast Audience and Research Council data accessed on November 1,202265.BARC data,accessed on October 27,202266.FSDL announcement,Economic times,Business-Standard,accessed November 11,202215 2022 KPMG Assurance and Consulting Services LLP,an
119、Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.03Sports consumption on TV Whats in it for the advertisers?16|Sports broadc
120、asting on TV-A match made in heaven 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All righ
121、ts reserved.Broad-based sports consumption helps advertisers effectively target their consumersSports consumption in India is broad-based across socio-economic classes with popular leagues having significant traction among NCCS AB households.Overall TV reach across NCCS AB households is increasing(1
122、7 per cent increase in 2022 vs 201967)and sports properties have higher share of viewers coming from the premium NCCS AB households.These data points have interesting implications of advertisers,both traditional and startup/new age based.A wider distribution of consumption across NCCS(including CDE
123、as well)allows for traditional brands like FMCG reach a combination of urban and rural users.On the other hand,new age brands(including consumer,fintech and commerce)utilise sporting properties like the IPL to effectively reach their TG across age groups,and sport on TV is an extremely important cog
124、 in their brand building wheel.Based on our discussions with advertisers,impact properties such as IPL help them build consumer connect and helps them gain the trust of the consumer.Sports consumption in Hindi and regional languages is of great importance to advertisersThe above data highlights the
125、sports consumption preference of the audience in their native language,leading to a high engagement with the content.This also provides an opportunity to advertisers looking to build or fortify brand presence pan-India.This trend of native language consumption is also important for local advertisers
126、,who find this proposition attractive and cost effective,given the reach benefits that these impact properties provide.This relevance of sports properties across advertiser segments drives the high monetisationpotential of sports vis-vis other genres.67.Broadcast Audience Research Council data,acces
127、sed on November 27,202268.Broadcast Audience Research Council data,accessed on November 27,202269.Broadcast Audience Research Council data,accessed on November 27,202270.Broadcast Audience Research Council data,accessed on November 27,202271.Broadcast Audience Research Council data,accessed on Novem
128、ber 27,2022Sports consumption on TV Whats in it for the advertisers?17While OTT platforms are on a growth trajectory,TV remains the dominant platform and will grow for the next 4-5 years.Wired broadband penetration is still low in most parts of the country and TV continues to be the preferred medium
129、 there.The higher penetration of TV in India and the large screen viewing experience that it provides,makes TV the de facto platform for sports consumption.Advertisers bear testimony to this sentiment with increasing focus and ad spend on sports properties.With the growing viewer interest in sports,
130、brands have a massive opportunity to connect with their target audience.Rajesh Kaul,Chief Revenue Officer,Distribution and Head of Sports Business,Sony Pictures Networks India63%63%IPL viewershipNCCS AB22+years of age6855%Hindiand other regional languages6993%75%IPL viewership,2022 in regional langu
131、ageTamil(male 15+NCCS AB in Tamil Nadu)70Telugu(male 15+NCCS AB in Andhra Pradesh71)2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a priva
132、te English company limited by guarantee.All rights reserved.Evolution of broadcast of IPL in regional languages7272.KPMG in India analysis,2022 based on secondary research73.BARC data,accessed on October 27,202274.Financial express article,accessed on November 12,2022TV enjoys a far higher reach for
133、 impact sports propertiesThe dominance of TV as the preferred platform for sports consumption is in part due to sports being shot for and designed for television.The camera setups coupled with the production values,provides the viewers a much better experience on the large TV screen.Despite the rapi
134、d growth of OTT streaming of sports,TV broadcasting still towers over OTT in terms of reach.Sport on TV is an unrivalled aggregator of shared viewing experiences.It is highly enriching and unique as it brings together the lean back nature of TV viewing with the highly immersive engagement of live sp
135、ort.No other platform or content genre offers this rare combination of virtues,which beyond attracting 550+million viewers,also serve as the ideal vehicle for brands trying to reach and engage consumers.There is immense headroom for growth for Sports on TV with viewership still under-indexed compare
136、d to other content genres,constrained primarily by paucity of relevant supply.Viewership for sports like Kabaddi,Football and Wrestling reaching critical mass,and the growth of Womens Cricket,have served as strong signals for the upward trajectory of sports on TVSanjog Gupta,Head-Sports,Disney StarE
137、nglish Star Sports 1 Star Sports Select 1 Star Sports 1 HD Star Sports Select 1 HDHindi Star Sports 1 Hindi Star Sports 1 Hindi HDKannada Star Sports Kannada Star Suvarna SD and HDMalayalam Asianet Plus HDBengali Star Sports Bangla Jalsha Movies SD and HDMarathi Star Pravah SD and HDGujarati Online
138、streaming2018Tamil Star Sports Tamil Vijay Super SD(on Sundays)20008Telugu Star Sports Telugu Maa movies SD and HD(on sundays)2002218|Sports broadcasting on TV-A match made in heavenIPL reach:2022 400 million73100 million74(SVOD and AVOD viewers,with AVOD viewers only able to v
139、iew for a short duration)TVDigital 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All right
140、s reserved.The role played by sports broadcasting in building brands75Traditional businesses and new age companies have leveraged sports properties,especially IPL to achieve their brand objectives whether it be building a category,promoting new product launches,building brand recall and affinity in
141、an existing market or entering a completely new market.Advertisers targeting varied consumer segments vis-vis age,gender and other demographics,have seen brand conversations and search interests spike during sporting events.Online businesses or digital-first brands have been able to grow key metrics
142、 like share of downloads,traffic on app etc.by advertising on sports properties.The reach provided by TV against cost of impressions is unmatched by any other media platform which makes TV an attractive proposition for startups.High user engagement of sports properties translates into the realisatio
143、n of the advertisers business potential and performance,and ultimately trust in the brand.Leveraging this,smaller or regional brands have been able to generate interest from the distribution value chain as well as the viewers in a new market.The combined reach and engagement generated by TV the larg
144、est media platform in the country coupled with the power of sports-the most viewed genre,have provided a compelling platform for advertisers to promote and build their brands.Relevance of TV sports broadcasting for advertisers A look at a few examples76from the IPLIPL over the years has seen all the
145、 top Indian brands leverage the property to meet their brand objectivesIPL is the premium broadcast property across all genres in India and has generated tremendous viewer and advertiser interest over the years.The 2022 edition had a total of 74 matches that were played over 65 days with duration of
146、 each match being 360 mins77.The 2022 edition witnessed 330 BN78viewing minutes with broad-based reach across NCCS and age groups.75.Based on industry discussions76.Case studies based on industry discussions77.Business today article published on March 25,202278.Broadcast Audience Research Council da
147、ta,accessed on October 27,202279.Broadcast Audience Research Council data,accessed on October 27,2022Age 2-14Age 15-21Age 22-40 Age 41+7919%17%30%33%19 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of indepen
148、dent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.IPLs reach and viewer engagement across viewers watching in Hindi and other regional languages has been strongly leveraged by advertisers across industries both traditional
149、 and new age businesses.Below are the major advertisers on IPL across seasons.8080.KPMG research 2022 based on industry discussionsTraditional BusinessNew age companiesCategoryTop Brands over the yearsBFSIAMFI,RBI,Muthoot,SBIAuto(and related)Maruti,Tata,Renault,Hero,Apollo,MRFDurables/AppliancesCrom
150、pton,Havells,Voltas,Usha,Bluestar,KentBeveragesCoca-Cola,Pepsi,Frooti,BisleriFMCGITC,Mondelez,GSKPaintsAsian Paints,Nerolac,Indigo,JSWTelecomAirtel,JIO,Vodafone IdeaHandsetsSamsung,Apple,Vivo,Oppo,Realme,XiaomiOnline Shopping and GroceryTata Neu,Amazon,Flipkart,Meesho,Swiggy,DunzoFintechPhonePe,Cred
151、,Groww,Upstox,Rupay,PayTM,GPay,EdTechByjus,Vedantu,UpgradHealthTechPharmeasy,Netmeds,Apollo 24x7,Pristyn CareGaming,FantasyDream11,A23,Winzo,Rummy Culture,My11CircleOther Online ServicesGoogle,Spotify,Lenskart,CarDekho,Urban Company 20|Sports broadcasting on TV-A match made in heaven 2022 KPMG Assur
152、ance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.81.Based on industry discussions82.Base
153、d on industry discussions83.Based on industry discussionsPan India brands leverage the viewership of sports in regional languages to advertise specific products for respective markets.21Paints A leader in the paints category made multiple feeds across regions.The product targeted at South India witn
154、essed a brand lift in Southern metros and key markets.IPL reaches multiple TG simultaneously given its high and broad-based reach81.This has been leveraged by pan India brands to advertise multiple products with a single platform and also build overall brand recall.A few examples are presented below
155、:AutomobileAn automobile manufacturer advertised in the 2019,2020 and 2021 editions of IPL for a successful brand launch and subsequent product launchesIPL has strong engagement with the female audience as well82.This has been leveraged by FMCG staples brands targeting the female audience.FMCGAn FMC
156、G brand aimed campaigns at female viewers in 2020 and 2021 editions of the IPLSummer brands like TV,ACs gain traction with advertising in IPL months given83the penetration of IPL in across multiple households and viewership in regional language.AC manufacturerAn AC manufacturer ran campaigns during
157、IPL 2018 and 2019Beverage brandA beverage brand advertised in 2022 edition of IPLAided awarenessConsiderationBrand exclusivity6%14%22%AwarenessConsideration25%92%Google search volumesAverage product awareness2x2xConsiderationBrand affinityfor noodle products46%Google search volumesBrand salience90%2
158、0%39%for biscuits 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.increa
159、sed byincreased byincreased byincreased byincreased byincreased byincreased byincreased byincreased byincreased byincreased byIPL has seen advertisement traction from B2C unicorns(many of them digital first brands)as well with more than 75 per cent of B2C unicorns having advertised across multiple s
160、easons84owing to the high traction among NCCS AB households and pan India viewership.TV is a critical platform for digital first brands as the reach achieved against cost of impressions is unmatched vis-vis any other media platform.Digital brands have used TV,and sports as one of the major genres,to
161、 drive downloads,build recall and achieve key brand building objectives.Also,TV advertisements have been observed to result in better performance of campaigns on other media platforms owing to the high recall of TV ads,especially on an impact sports property.84.Based on industry discussionsDigital f
162、irst brands and IPL A default choiceAdvertisements by popular brands(and many a times featuring celebrities)in sporting events adds to the glitz of the event along with viewer excitement.It also helps foster the viability of sports events and leagues and thus in a way supports in development of the
163、sports ecosystem in India.Some corporates have increased their involvement in sports beyond advertising and participated as franchise owners and/or engage in grassroot development programmes thus playing an active role in the development of India as a sporting nation.These efforts set in motion a vi
164、rtuous cycle,as an increasing interest in sports fuels further consumption,which is beneficial for the entire value chain including the sports broadcasters.We briefly look at some of the key aspects which are helping India emerge more prominently on the world map as a sporting nation.22|Sports broad
165、casting on TV-A match made in heavenGrocery deliveryAn online grocery delivery player campaigned in IPL 2022 which enabled it to reach the growth inflection point in terms of daily downloads.Growth in downloads per dayFintechA fintech player has achieved growth inflection in daily downloads through
166、TV campaign in 2020,2021 and 2022 IPL editionsGrowth in downloads3.8x2x 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English c
167、ompany limited by guarantee.All rights reserved.23 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by gua
168、rantee.All rights reserved.04Growth of India as a sporting nation24|Sports broadcasting on TV-A match made in heaven 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with K
169、PMG International Limited,a private English company limited by guarantee.All rights reserved.The growth of India as a sporting nation is evidenced from improving results in global multi-sport events like the Commonwealth Games.India has done remarkably well at the CWG 2022 in Birmingham winning 6185
170、 medals to finish 4th in the medals standing this edition,of which eight were from athletics alone,including multiple firsts.This finish is despite shooting(a strong suite of India)not being a part of the disciplines at the CWG 2022.This improvement in Indias sports performance comes on the back of
171、the government and the private sector giving a keen focus on the development of sports in India.These include increasing sports allocation in the budget,concerted efforts by the government,NGOs and the private sector for sports infrastructure development,financial support to sportspersons and grass
172、root development.Government efforts vis-vis sports related schemesThe Indian governments spending on sports has been rising over the years.In the Union Budget for the fiscal year 2022-23,the sports budget allocated is to the tune of INR3,062 crore86compared to INR1,943 crore in 2017,growing at a CAG
173、R of 9.5 per cent.The government is primarily focusing on four aspects-sports infrastructure development,improvement of financial condition for sports professionals,diversification of focus from cricket to other sports,and increasing participation across rural and less developed areas.The prominent
174、government led schemes that aim to foster the growth of sports and sporting culture at large in India include,National Youth Empowerment Programme(budget of INR138 crore87)and Khelo India Programme(budget of INR974 crore).Target Olympic Podium Scheme(TOPS)focuses on finding and preparing potential a
175、thletes for the Olympic and Paralympic Games.NGO efforts vis-vis Olympic missions and grassroot development programmesNGOs like Olympic Gold Quest are working on preparing Indian athletes for the Olympics.In the last three Olympic Games,988out of the 14 individual-sport medal winners for India were
176、supported by OGQ.Apart from national level programmes,which have large budgets,there are various programmes which are being implemented in rural areas like Bridges of Sports-building one of Indias first hyper-local talent identification and development systems.The Oscar Foundation and Sanskriti Samv
177、ardhan Mandal are bodies which focus on rural areas to help identify,nurture and train talented young individuals with the latter placing a higher focus on women and girls.85.Olympics website,2022 accessed on November 7,202286.IISMWorld website,2022 accessed on November 7,202287.India Budget website
178、,2022 accessed on November 7,202288.Olympic Gold Quest website,2022 accessed on November 8,2022Growth of India as a sporting nation25 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms
179、affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Special sports programmes for schools and youngsters have also been launched like Khel Khel Mein Foundation and Victory Sports Foundation which focus on ensuring that children get structured
180、 support,appropriate exposure and encouragement in the pursuit of sports as a career.Corporate sector support for the development of sports in IndiaMajor corporate spending emerges from companies such as Reliance Industries,that spent INR49 crore89in 2016 towards the setup of the Reliance Foundation
181、 Youth Sports(RFYS).Similarly,Tata Group and Kotak Mahindra have spent INR16 crore and INR17 crore respectively towards the betterment of various sports like football,hockey,polo,badminton,cricket,boxing etc.Hero MotoCorp has earlier been a global partner of the International Cricket Council(ICC)and
182、 a sponsor of the Indian Premier League(IPL)and currently a sponsor for Indian Soccer league(ISL).JSW has also made significant contribution with their Sports Excellence Program(SEP).Athletes supported by SEP have so far won an Olympic gold medal(Neeraj Chopra),three world championships,five medals
183、at the Asian Games,and 17 medals at the Commonwealth Games90.Sponsorship deals inked by corporates with domestic and international sporting events are also playing a part in development of the sports ecosystem in India.Increasing participation of women in sportsThe participation of women in sports h
184、as been increasing in India with the Indian contingent comprising of 104 women(50 per cent of the Indian contingent)for CWG 202291.Women won 23 medals of the total of 61 medals,of which eight were gold92.Sports events featuring female sportspersons are witnessing an increasingly higher viewer enthus
185、iasm from both male and female viewers.The ratings for Womens T20 Challenge have seen a growth of 2.5x over 2018 to 2020 from 0.3 to 1.393.The WT20 Challenges reach of 105 million outpaced that of the Mens India vs Australia 2020 ODI series which had a reach of 66 million94.There was a 58 per cent i
186、ncrease in time spent by viewers watching womens cricket from 2018 to 202095With path breaking initiatives by the Board of Control for Cricket in India(BCCI)around introduction of a womens IPL and equal match fee for both men and women cricketers becoming a reality,an increased interest in womens sp
187、ort from a viewership point of view is expected.Sportspersons wanting to make a mark in their selected sport will also feed into this increasing viewership interest.89.Moneycontrol website for August 2022,accessed on November 4,202290.JSW website accessed on November 4,202291.Times of India news art
188、icle,accessed on November 12,202292.Hindustan Times article,accessed on November 12,202293.BARC data,accessed on November 12,202294.BARC data,accessed on November 12,202295.BARC data,accessed on November 12,202226|Sports broadcasting on TV-A match made in heaven 2022 KPMG Assurance and Consulting Se
189、rvices LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.The success of Indian athletes globally and the gradual growt
190、h towards a strong sporting culture has meant that there have been multiple sporting properties that have come to the fore,starting with the IPL,and followed by leagues in other sports such as kabaddi,football etc.These have helped open up new frontiers for Indian TV broadcasters and advertisers,as
191、consumption of sports is intrinsically linked to the sporting culture of a nation.And as the data presented in the previous section suggests,there seems to be no stopping the growth of sports consumption on TV.We can thus,confidently expect that these initiatives by the government and the private se
192、ctor will put in motion a virtuous cycle through which everyone in the value chain;right from the league owners,franchisees,sporting bodies,sportspersons,consumers,broadcasters;to the advertisers;stand to gain immensely from the rise of India as a major sporting nation.Growth in sporting culture to
193、foster increased consumption for sport across media platforms27 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company l
194、imited by guarantee.All rights reserved.05Conclusion28|Sports broadcasting on TV-A match made in heaven 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG Internati
195、onal Limited,a private English company limited by guarantee.All rights reserved.Sports consumption on television in India has come a long way.Right from the telecast of the Asian Games in India in 1983,to globally recognised properties like the IPL and multiple live sports currently on TV,there is a
196、 plethora of choices available to the Indian sports fan/viewer.This has been a result of the growth that TV as a segment has seen,with HH penetration continuing to grow;innovations by sporting league owners in smartly packaging properties for the viewers;and supported by broadcasters making signific
197、ant investments to produce and make the content available to the viewers.The reach,cutting across socio-economic classes and age groups,that sport generates in a short period of time,is unparalleled as compared to any other major genre on television.And while digital consumption has been growing rap
198、idly in India,especially after the launch of 4G services,TV continues to be the preferred mode of sports consumption for a majority of the populace.This is in part,due to the superior experience that the large screen provides for sporting spectacles.Sports on TV is a critical genre for advertisers t
199、o reach their audiences and build strong brand connects.The broad-based consumption of sports helps both national and local advertisers get their messages across to the audiences,resulting in a higher brand awareness.While advertising on premium properties is relatively costlier than other genres,th
200、e results it provides advertisers makes it a highly value-for-money proposition for brands.With sports consumption on TV continuing to grow,brands are likely to invest more in advertising on sporting properties on TV in the years to come,outpacing the overall ad spend growth on TV.Sports consumption
201、,in general and on TV,has also been a key factor in the rising interest levels of sport across the country.Young fans and their dreams can potentially turn them into sportspersons of the future,and with the initiatives of the government and private sector around development of sports in India,we can
202、 expect to see India emerge as a major sporting nation in the years to come.This,in turn,will definitely be beneficial for the entire sporting value chain,including the fans and sportspersons,and also help maintain the momentum of sports viewership on television.Conclusion29 2022 KPMG Assurance and
203、Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.30|Sports broadcasting on TV-A match made in hea
204、ven 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.31Business Team Poul
205、omi Chakraborty Rahul Rao Yash Dave Devanshu Tiwari Design and Compliance Anupriya Rajput Darshini Shah Sameer Hattangadi AcknowledgementsWe would also like to thank the teams at CII and IBDF for their support and contribution towards this report.2022 KPMG Assurance and Consulting Services LLP,an In
206、dian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.The information contained herein is of a general nature and is not intended t
207、o address the circumstances of any particular individual or entity.Although we endeavor to provide accurate and timely information,there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future.No one should act on such
208、 information without appropriate professional advice after a thorough examination of the particular situation.The views and opinions expressed herein are those of the quoted third parties and do not necessarily represent the views and opinions of KPMG in India.KPMG Assurance and Consulting Services
209、LLP,Lodha Excelus,Apollo Mills Compound,NM Joshi Marg,Mahalaxmi,Mumbai-400 011 Phone:+91 22 3989 6000,Fax:+91 22 3983 6000.2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated
210、with KPMG International Limited,a private English company limitedby guarantee.All rights reserved.The KPMG name and logo are trademarks used under license by the independent member firms of the KPMG global organization.This document is meant for e-communication only.home.kpmg/in/socialmediaAkhilesh
211、TutejaPartner and HeadTechnology Media and TelecomE:Aneesh Vijayakar Partner and Co-HeadTransaction ServicesE:Vibhor GaubaAssociate Partner Deal Advisory-M&A ConsultingE:KPMG in India contacts:Ms Neerja Bhatia Deputy Director GeneralConfederation of Indian Industry(CII)E:neerja.bhatiacii.inWebsite:www.CII.inCII contact:Mr.Siddharth JainSecretary GeneralIndian Broadcasting and Digital Foundation E:Website:IBDF contact: