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<ul><li>Spiritual leader Sadhguru and his non-profit organisation Isha Outreach is India’s largest advertiser on Meta platforms such as Facebook and Instagram for social and political causes. </li><li>Sadhguru and Isha Outreach spent ₹1.35 lakhs per day on Facebook and Instagram in the last quarter, amounting to ad spends of ₹1,20,91,079.</li><li>After Sadhuguru, micro-blogging platform Koo and OTT player Voot Select were the largest spenders of advertising monies on Meta platforms.</li></ul>Spiritual leader Jagadish Vasudev, more popularly known as Sadhguru, and his non-profit organisation Isha Outreach spent ₹1.35 lakhs per day on Facebook and Instagram advertising between April 27 and July 25. According to a recent report released by Hyderabad-based enterprise digital marketing agency Pyrite Technologies, Sadhguru and Isha Outreach's Conscious Planet are India’s largest advertisers on Meta platforms in social and political causes category. They spent a total of 1.20 crores on Facebook and Instagram. Sadhguru Jaggi Vasudev is an Indian yoga guru. He has more than 8.5 million followers on Instagram, 5.2 million fans on Facebook and 3.9 million followers on Twitter. Sadhuguru's Isha Foundation, according to its website, is also associated with a bouquet of business enterprises such as Isha Raiment, Isha Foods and Spices, Isha Crafts, Isha Naturo Organic Solutions, to mention a few. Following Sadhguru on the largest advertisers list is micro-blogging platform Koo. It spent almost ₹87 lakh on Meta in the 90-day period. Launched in 2019, Koo recently raised ₹79 crore from Caspier Venture Partner, Ashneer Grover and Ravi Modi Family Trust. <div type="image" title="Sadhguru gfx" msid="93287319" hostid="261" caption="&amp;lt;p&amp;gt;Pyrite&amp;lt;/p&amp;gt;"></div> India’s third largest advertiser, as per Pyrite, is OTT platform Voot Select with ad spends of ₹67 lakh. Voot Select is business tycoon Mukesh Ambani-led Viacom18’s subscription-based streaming platform. Political parties Bharatiya Janata Party (BJP) and BJP Gujarat also appeared on the list of top Indian advertisers on Meta. It is pertinent to note that as per India's advertising rules, not all Indian brands are not obliged to declare their spends as they don’t fall <a href="https://e4mevents.com/pitch-madison-advertising-report-2021/public/PMAR-Report-2021.pdf" data-type="tilCustomLink">under social causes category.</a> Between April 27 and July 25, Meta saw more than 12,863 advertisers from India and collected ₹13.94 crores in advertising revenues. As per analytics platform <a href="https://napoleoncat.com/stats/facebook-users-in-india/2022/07/">Napolean Cat,</a> there were 515,800,000 Facebook users in India in July 2022, which accounted for 36.2% of its entire population. The growing number of advertisers and users in India makes the country a <a href="https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/#:~:text=Apart%20from%20India%2C%20there%20are,116%20million%20Facebook%20users%20respectively.">top </a>market for Facebook.

Sadhguru and Isha Outreach are India’s biggest advertisers on Meta for social causes: They spent ₹1.35 lakhs per day on Facebook and Instagram

<ul><li><keyword id="3518161" type="General" weightage="20" keywordseo="koo" source="Orion">Koo</keyword> has spent 65% of its total Facebook ad spends transactions in the last 90 days.</li><li>The company aims to close 2021 with 100 million users registered to the platform, Koo co-founder said.</li><li>Koo currently has over 14 million app downloads, a 10x increase since September last year.</li></ul>Social media app Koo started with a big bang, garnering interest from users, investors and in some cases even government officials. The company sprung up in March 2020 as Twitter’s Indian alternative and started gaining momentum in June last year, as relations between Twitter and the Indian government started straining. After 18 months, 14 million downloads and $34 million (₹255 crore) in fundraising, Koo is now splurging on Facebook ads to get more users on board and take on Twitter that has <a href="https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/">22 million</a> users in India. The company has spent a little over ₹2.4 crore on Facebook ads in the last 90 days, according to <a href="https://www.facebook.com/ads/library/?active_status=all&amp;ad_type=political_and_issue_ads&amp;country=IN&amp;view_all_page_id=101044114877636&amp;search_type=page&amp;media_type=all">Facebook Ad Library</a>. That’s ₹80 lakh a month and ₹2.6 lakh a day, making Koo the top spender on Facebook in the last three months. These ads were run across Facebook-owned platforms like Facebook, Instagram, Messenger and its audience network. Interestingly, this is 65% of the total marketing expense (₹3.7 crore) Koo has made on the Facebook app since its inception in March 2020. It seems to be working because the Koo app was downloaded over 3.3 million times between July 8 to October 5, as per App Annie report accessed by Business Insider. <table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Timeline </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ad spent </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">App Downloads </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">March 2020-October 5, 2021 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹3.78 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">14.3 million </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Last 90 days (July 8-October 5, 2021) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹2.4 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3.3 million </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Last 30 days (September 6 - October 5, 2021) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹78 lakh </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 million </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Last 7 days (September 29 - October 5, 2021) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹12.7 lakh </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">230,000 </td></tr></tbody><tbody></tbody><tbody></tbody></table> The app was downloaded 3.5 million times between July 1 to October 5, which is 5 lakh lower than April to June quarter. Please note that not all these downloads were generated through ads, some of them maybe organic as well. <div type="image" title="Koo is spending ₹2.6 lakh a day on Facebook to beat Twitter" msid="86868782" hostid="261"></div> Koo was co-founded by Aprameya Radhakrishna and Mayank Bidawatka, who previously founded a Q&amp;A platform Vokal. The company wa founded to enable Indian users to converse freely in their local languages, which is not that widespread on Twitter. Koo currently has over 1.43 crore (or 14 million) downloads on its app, as per the App Annie analysis. This represents over 10 times increase from 17 lakh (1.7 million) downloads in September last year. The company, however, has set up higher targets for itself. “Our objective is to be extremely inclusive as a product and as a philosophy, so that every Indian is comfortable voicing their opinions. We want to get to 250 million users a month. We want to reach 100 million users by the end of the year, and I am as confident as an entrepreneur can be that we will reach there,”<a href="https://www.businessinsider.in/advertising/ad-tech/article/i-am-confident-we-will-get-to-100-million-users-by-the-end-of-this-year-mayank-bidawatka-koo/articleshow/81210997.cms"> Bidawatka told</a> Business Insider earlier in February this year. As a part of its strategy, Koo is available in 10 local languages — Hindi, English, Assamese, Gujarati, Kannada, Tamil and Telugu, among others. It plans to add 15 more languages to its platform to attract more customers. The company is backed by the who's who of the tech world including Tiger Global, Mirae Asset Capital, Coinbase’s former chief technology officer (CTO) Balaji S. Srinivasan, Ashish Hemrajani of BookMyShow, Vivekananda Hallekere of Bounce and Zerodha’s Nikhil Kamath. Koo is currently available in India as well as Nigeria, which banned Twitter earlier this year. Some prominent Indian personalities using Koo app are Bollywood actor Kangana Ranaut and Uttar Pradesh Chief Minister Yogi Adityanath. SEE ALSO <a href="https://www.businessinsider.in/business/corporates/news/tata-sons-buy-air-india-for-2-39-billion-from-the-indian-government/articleshow/86867529.cms">Tata Sons buys ‘Maharaja’ for $2.39 billion from the Indian government</a> <a href="https://www.businessinsider.in/business/telecom/news/airtel-announces-cashback-of-6000-free-one-time-screen-replacement-on-purchase-of-new-devices/articleshow/86865821.cms">Airtel announces cashback of ₹6,000, free one-time screen replacement on purchase of new devices</a> <a href="https://www.businessinsider.in/stock-market/news/tata-motors-titan-ongc-bandhan-bank-and-bosch-stand-out-this-week-with-over-10-rallies/slidelist/86866914.cms">Tata Motors, Titan, ONGC, Bandhan Bank and Bosch stand out this week with over 10% rallies</a>

Koo is spending ₹2.6 lakh a day on Facebook to beat Twitter

<ul><li><keyword id="3518161" type="General" weightage="20" keywordseo="koo" source="Orion">Koo</keyword> spent over ₹1.5 crore across 285 ads on Facebook and Instagram between February 15 and May 15.</li><li>Bharatiya Janata Party (BJP) Uttar Pradesh (UP) was the second highest spender on Facebook ads in the last three months.</li><li>Uttar Pradesh continues to be the biggest source of ad revenue for Facebook, the data shared by Ad Library shows.</li></ul>Homegrown microblogging app Koo has been spending more than the Uttar Pradesh (UP) division of ruling party Bharatiya Janata Party (BJP) on Facebook advertisements in the last three months. A quick study of the Facebook Ads Library <a href="https://www.facebook.com/ads/library/report/?source=archive-landing-page&amp;country=IN">revealed</a> that Koo spent over ₹1.5 crore across 285 ads on Facebook and Instagram between February 15 and May 15. It was followed by <keyword id="1740093" type="General" weightage="20" keywordseo="bjp-up" source="Orion">BJP UP</keyword>, which spent ₹1.4 crore across 1,301 ads in the same time frame. But it is to be noted here that while Koo spent the amount on a national campaign, UP BJP spent almost the same amount on a single Indian state. <cmsannotation type="cmsannotation" annotationid="Uttar Pradesh is the biggest source of ad revenue for Facebook" comment="subhead" text="Uttar Pradesh is the biggest source of ad revenue for Facebook">Uttar Pradesh is the biggest source of ad revenue for Facebook</cmsannotation> BJP UP is the highest spender on Facebook ads in the state. UP went for its assembly elections between February 10 and March 7 leading to BJP’s aggressive spends in the closely contested election. According to a previous report by Business Insider, BJP had spent over<a href="https://www.businessinsider.in/politics/news/bjp-up-has-spent-over-3-crore-on-facebook-ads-last-month-congress-spent-6-lakh/articleshow/89750791.cms"> ₹3 crore on Facebook ads</a> in UP between January 21 to February 19. This was nearly half of the total ₹7.5 crore — the highest among all states — spent on Facebook and Instagram ads in the Uttar Pradesh regions in the same time frame. Uttar Pradesh continues to be the biggest source of ad revenue for Facebook, the data shared by Ad Library shows. It is followed by the Punjab region, which accounted to only a third of the amount spent on ads in Uttar Pradesh. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">State </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Amount spent on Facebook ads between Feb 15-May 15 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Top advertiser </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Uttar Pradesh </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹6.6 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Bharatiya Janata Party (BJP) UP </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Punjab region </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹2.2 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Aam Aadmi Party (AAP) Punjab </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Maharashtra </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹1.3 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Miracles Academy of Arts &amp; Media </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Gujarat </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹0.65 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Koo </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Karnataka </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹0.65 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Koo </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Madhya Pradesh </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹0.63 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Koo </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Delhi </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹0.62 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Samajwadi Party </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rajasthan </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹0.62 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Koo </td></tr></tbody></table>Source: Facebook Ads Library While BJP UP focused solely on Uttar Pradesh, Koo has been running nationwide advertising campaigns for quite some time. Koo — the Indian rival of Twitter — has been among the top three advertisers in the top eight states, according to Facebook Ads Library. Apart from Koo and BJP UP, Hindu Publicvibe and Samajwadi Party were the third and the fourth biggest spender of Facebook ads nationally. However, most of these ads were targeted towards people living in Uttar Pradesh. <div type="image" title="Twitter’s rival is spending more than Uttar Pradesh BJP on FB ads - but UP’s ad pie has been growing" msid="91660706" hostid="261"></div> Overall, ₹189 crore has been spent on Facebook and Instagram ads since February 2019, when Facebook started publishing its ads library data publicly. SEE ALSO <a href="https://www.businessinsider.in/business/news/heatwave-has-turned-acs-from-a-luxury-to-a-necessity-but-margins-remain-muted-for-the-players/articleshow/91655568.cms" data-type="tilCustomLink">Heatwave has turned ACs from a luxury to a necessity — but margins remain muted for the players</a> <a href="https://www.businessinsider.in/tech/news/google-russia-has-no-money-to-pay-salaries-to-its-100-employees-heads-for-bankruptcy/articleshow/91658749.cms" data-type="tilCustomLink">Google Russia has no money to pay salaries to its 100 employees, heads for bankruptcy </a> <a href="https://www.businessinsider.in/business/telecom/news/reliance-jio-vs-bharti-airtel-four-charts-to-showcase-how-indian-telecom-giants-faired-in-2022/slidelist/91640306.cms" data-type="tilCustomLink">Reliance Jio Vs Bharti Airtel — Four Charts That Showcase How The Indian Telecom Giants Faired In 2022</a>

The state of Uttar Pradesh and how it’s been feeding Facebook ad revenues

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><ul class="summary-list"><li>A little over a year ago, Jim Heckman was sermonizing about his plan to save the publishing industry from Facebook.</li><li>Now, after overseeing deep cuts at Sports Illustrated, he just might be one of the most-despised men in sports <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword>.</li><li>Heckman isn't done, though. He wants to add a news site to his portfolio.</li><li>But he's funded his latest startup Maven with massive amounts of debt financing, a type of funding that typically comes at a high cost, and raising money for media generally is getting harder.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>A little over a year ago, Jim Heckman was sermonizing from a mountaintop in Canada about <a href="https://www.businessinsider.com/digital-media-veteran-heckman-spent-350000-to-recruit-publishers-2018-4">his plan to save the publishing industry from Facebook</a>.Now, he just might be one of the most-despised men in sports media.Heckman is a serial entrepreneur who's started and sold various digital ad and media companies over the years. His latest is two-year-old Maven, a tech and ad platform he pitches as a way to help niche publishers claw back some of the digital ad revenue from Facebook.&#xa0;Read more: <a href="https://www.businessinsider.com/all-three-companies-do-the-same-thing-digital-publishing-mashup-maven-cut-5-million-and-laid-off-17-say-media-staffers-to-reach-profitability-2018-8">'All three companies do the same thing:' Digital publishing mashup Maven cut $5 million and laid off 17 Say Media staffers to reach profitability</a>The platform flew under the radar when it was just a coalition of mostly obscure publishers like Mom Trends and horseandrider.com. But then Maven took over Sports Illustrated's media operation last week and laid off 40 of the 150-person staff and announced plans to use contractors to supplement the permanent staff.Employees of the publication took the dramatic step of putting out a statement begging SI's former and new owner, Meredith and Authentic Brands Group (ABG), to save them, saying they questioned Maven's ability to manage the iconic magazine.&#xa0;The next day, the reliably scathing Deadspin dropped a 4,000-plus word <a href="https://deadspin.com/inside-themavens-plan-to-turn-sports-illustrated-into-a-1838756286">takedown</a>&#xa0;calling Heckman a "notorious scumbag" who's "gutting and reinventing a revered publication." The New York Post called the layoffs "brutal."On Twitter, the insults flew.&#xa0;"In sports media, I find it impossible to believe there is a more despicable awful person than Jim Heckman," tweeted Brian Snow, an analyst for 247Sports, a network of sports sites owned by CBSInteractive.Heckman chafed at the article and lamented that his 80-year-old father had to see it."We spent a year on this, we made the move, we were literally sitting around [waiting] for the nasty stories," he told Business Insider. "'Okay, well, who's going to hit first?' And, you know, we thought tomatoes would be thrown at us."<h2>Media is in a panicky time</h2>These are jittery times for the media business. Venture capitalists poured money into new media companies, only for many of <a href="https://www.businessinsider.com/how-mic-sold-to-bustle-2018-12">those companies to collapse</a>, resulting in thousands of job losses this year alone and leaving others worried for their future. Companies are dumping magazines with rich legacies and <a href="https://www.businessinsider.com/how-refinery29-ended-up-selling-to-vice-media-2019-10">digital startups are being sold for a fraction</a> of their onetime value.&#xa0;Sports Illustrated's situation was especially bizarre. Meredith inherited it as part of its purchase of Time Inc., but SI, along with Time and Fortune, didn't fit with Meredith's portfolio of women's magazines.&#xa0;Moguls swooped in to rescue journalistic treasures like Time and Fortune. But there would be no such billionaire to step forward to buy Sports Illustrated, which, despite its proud history in sports journalism, doesn't have quite the same image-burnishing cache. Long story short, Meredith sold it to ABG, a branding, marketing and entertainment company. ABG doesn't have experience running media, so it licensed the operation to Maven.&#xa0;Now SI is in the hands of Heckman and his longtime pal and business collaborator <a href="https://www.businessinsider.com/former-los-angeles-times-ceo-ross-levinsohn-addresses-metoo-type-claims-2019-2">Ross Levinsohn, whose pasts are littered with controversies</a> including accusations of financial mismanagement in Heckman's case and inappropriate workplace behavior in Levinsohn's case that have been chronicled by <a href="https://www.npr.org/2018/03/09/591481302/startups-deals-parties-and-pals-will-news-exec-levinsohn-repeat-the-past">NPR</a> and <a href="https://www.businessinsider.com/how-ross-levinsons-tenure-la-times-ceo-ended-after-5-months-2019-2">others</a>.<h2>Shiny suits, Russian connections</h2>Many in the media establishment turn up their noses at Heckman, with his shiny suits, Russian financial connections, and party life documented in photos online."I think people were expecting some kind of white knight to save SI," said Ben Koo, who runs Awful Announcing, a sports blog, and who has followed Heckman's media career from the sidelines. "They've gone through a lot of bad things. So it's a double shot of bad news."Heckman has a history of starting and selling companies - often with help from Levinsohn - and leaving a trail of failed companies and accusations of malfeasance.He raised $70 million in venture capital to found Rivals.com, an online sports network, in 1998, but it <a href="https://www.seattlepi.com/business/article/Venture-Capital-Rivals-com-is-dead-long-live-1053237.php">collapsed in the dot-com bubble.</a>In 2001, Heckman went on to start Scout Media, <a href="https://gigaom.com/2005/08/04/fox-interactive-acquires-sports-operator-scout-media/">raising $6 million</a>. In 2005, Levinsohn, then heading Fox Interactive, led the purchase of Scout Media for a reported $60 million. Heckman bought back Scout in 2013 and it <a href="https://www.wsj.com/articles/scout-media-files-for-chapter-11-bankruptcy-1481321780">went bankrupt</a> three years later.In 2009, he helped start 5to1, an online ad sales platform, raising $19.3 million from Fuse Capital and Prism Venture Management, among others. <a href="https://www.npr.org/2018/03/09/591481302/startups-deals-parties-and-pals-will-news-exec-levinsohn-repeat-the-past">In another Levinsohn-encouraged deal</a>, Yahoo bought it in 2011 for $28 million.<h2>Heckman has a plan</h2>To hear Heckman tell it, his experience has been one success after another, and that now he's going to apply that digital media know-how to fix Sports Illustrated.The case he's been making while doing the rounds with media reporters this past two weeks is that SI is in terrible financial shape after years of being neglected by its past corporate parents and leapfrogged by nimbler digital rivals. Scribbling his plan on a piece of paper, he said he sees a "big opportunity to correct the deficiencies."&#xa0;His goal is to double revenue to $40 million and traffic to 30 million unique users by the end of 2020."Their strategy for content has not worked," he said. "Their journalists are good, but nobody's reading their stuff. The company was nose-diving into oblivion. Their users have collapsed to 17 million, their print distribution is below 2 million. So, when people are saying, 'Save it,' can you imagine, 'Hey, here's our plan, we're going to keep doing the same thing?' I mean, it's comical."We're on a hiring frenzy right now. You're going to see press releases. We're going to try to bring SI back to its glory. We put a big, six-figure offer out to one of the top journalists of America yesterday. I think he's going to take it."Heckman has a point that SI has seen better days. Like the rest of print publishing, it's fought for relevance in the digital era.It also doesn't help that Sports Illustrated has to fight comparisons with The Athletic, a heavily funded and fast-growing string of subscription sports sites. But there's no guarantee that company will hit its lofty goals, either.But the contributor model he's proposing -- which echoes one Levinsohn planned to try at The Los Angeles Times - is the product of a bygone era that publishers and advertisers have moved on from.And Maven, precariously, relies on online <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> for the vast majority of its revenue and has yet to become sustainable, according to a recent SEC filing.<h2>Will a news site be next?</h2>With TheStreet and Sports Illustrated under his belt, Heckman isn't done. He's now on the hunt for a news site to round out the offering."You know, if you're an ad agency or consumer, I think those are national pillars of journalism. And so, we want to make sure that we control the quality and get behind some brands. So we're looking for a news brand," he said.But Heckman's more recent sources of money have been unconventional. He's funded Maven's acquisitions - which included Say Media, TheStreet for $16 million, and a $45 million payment to ABG - with massive amounts of debt financing, a type of funding that typically comes at a high cost, by a subsidiary of a firm that's little-known in media circles, B Riley Financial.Before Scout went bankrupt, Heckman's board forced him out in 2016, accusing him of using company money for his personal use, and Heckman <a href="https://awfulannouncing.com/2016/jim-heckman-out-at-scout-product-team-quits-en-masse-blames-russian-investors.html/2">talked of "Russian investors"</a> that brought down the company.According to Heckman, Scout itself was actually doing just fine; it was Bob Pittman's North American Membership Group which joined with Scout to buy it back from Fox that was failing, leading to money and a messy situation with the Russians.&#xa0;"Now with Trump, people know better," Heckman said of the decision to take that money. "This was when Russians were buying things like crazy. It was easy money. It came in fast. It was a terrible thing. It was the worst thing that happened to me."With doors closing rapidly for media deals in general, the question is: will backers keep buying Heckman's vision?<div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/what-is-impeachment-process-president-congress-constitution-2017-2">Columbia Law School professor explains exactly how impeachment works, and what it takes for a president to be impeached</a></h3> <div> </div> </div>

How Jim Heckman - the slick businessman behind the mass layoffs at Sports Illustrated - became the most hated man in sports media

Music streaming site <keyword id="685487" type="COMPANY" weightage="60" keywordseo="Spotify">Spotify</keyword> is releasing its first-ever ad campaign tonight, appropriately, during "The Voice" on NBC.
Droga5 New York made the minute-long spot which shows a guy crowdsurfing at a concert and waxing poetically about the power of song. "Because music is a force for change, for good, for whatever."
Need another reason? "Because music makes us sing Koo Koo Ka-Choo and mean it."
Watch the ad below and let us know what you think:

Another ad in the same campaign is called "Getting Weird."

And finally "Her Song."

Here Are Spotify's First-Ever TV Commercials

<ul><li><keyword id="809814" type="COMPANY" weightage="20" keywordseo="Ormax-Media">Ormax Media</keyword> has released the results of the second edition of its report titled 'Fact or Fake.' </li><li>As per the report, print and radio continue to lead on credibility.</li></ul>Media consulting firm Ormax Media today announced the results of the second edition of its report titled ‘Fact or Fake?’, which is based on a survey of news consumers, and measures their credibility of various news media, as well as their overall perception towards ‘<keyword id="2479020" type="PERSON" weightage="20" keywordseo="Fake-news">fake news</keyword>’. This is the second edition of the report, based on data collected in April 2021. The first edition was released on September 2020. The survey covers urban news consumers (15+ yrs.) from 17 States and Union Territories in India. According to the report, only 35% news consumers feel that the news category in India doesn’t have any major fake news concerns. This number has dropped 4 percentage points, from an already-low level of 39% last year (Sep 2020). This implies that 65% news consumers, i.e., almost 2 out of 3, see fake news as a major concern. Print media continues to lead on credibility, with a score of 62%, the same as the last track. Radio holds on to its no. 2 position (56% now, vs. 57% in 2020). However, all other media have shown minor or major drops, i.e., Television (56% to 53%), Digital news apps &amp; websites (42% to 37%), Social media (32% to 27%) and Messenger apps (29% to 24%). <div type="image" title="image" msid="82386340" hostid="261"></div> Within social media, despite a drop since the last track, Twitter continues to rank on top with a <keyword id="11199792" type="UNKNOWN" weightage="20" keywordseo="News-Credibility-Index">News Credibility Index</keyword> of 47%. No other social media or messenger app platform manages to touch even the 30% mark. Newly-launched Koo scores only 24% on credibility. <div type="image" title="image (1)" msid="82386346" hostid="261"></div> Commenting on the report and its findings, <keyword id="161338" type="COMPANY" weightage="20" keywordseo="Shailesh-Kapoor">Shailesh Kapoor</keyword>, Founder &amp; CEO - Ormax Media said: “Concerns around fake news have been escalating worldwide over the last few years. But a drop from an already-low score of 39% to 35% within just seven months, does not augur well for the Indian news industry. In the midst of a pandemic, credibility of news becomes even more important. We hope to see television news and digital platforms address this concern more proactively, before it becomes a brand safety issue for advertisers using these media, and a cause for rejection for subscribers of paid news services”. News Credibility Index and Media Credibility Index are a % of news consumers who don’t see fake news as a major concern and news consumers who find the news in a particular medium generally credible, respectively. All credibility scores are among consumers of that particular medium or platform.

Print remains the most credible medium for news; TV and digital media have shown a drop in credibility since 2020: Report

<div class="image-container float_right"><div class="image">afp</div></div><keyword id="1334" type="COUNTRY" weightage="60" keywordseo="China">China</keyword>'s online-video market is the largest and most innovative in the world. It is also the most competitive
LATER this month PPTV, a Chinese online-video firm, will release a new reality show called "The Goddess Office" (pictured) about four young women living together in a house, trying to create their own e-commerce company. Viewers will be able to ask the stars questions and send them money and ideas for their start-up. The show will employ familiar television elements: the comedic rapport of the characters in "Friends" and the commercial ambitions of contestants in "The Apprentice". But this "television" show will run exclusively online, rather than on a traditional TV network.
Around the world online video is becoming a bigger and more sophisticated business, but nowhere is that truer than in China. The country has the largest number of online-video viewers: around 450m, or nearly 80% of the internet-connected population. Their numbers will rise to around 700m by 2016, according to iResearch, which tracks the industry. In America and Europe, online video has yet to supplant broadcast- and pay-TV, but in China it seems rapidly to have done so. A government news source has said that in 2012 only 30% of households in Beijing watched TV, down from 70% three years earlier--although official figures are not always reliable.
Google's YouTube video service is blocked in China, but local companies, including Youku Tudou and Sohu, are wildly popular (see table). There is lots of user-generated content, but viewers spend most of their time watching professional shows, such as the full-length films, television dramas and comedies that the websites license from China and around the world. Media gluttons can devour all this content without charge, as long as they sit through the advertisements.
Online-video sites in China owe much of their popularity to the government's tight regulation of the TV industry: all of the 3,000-plus stations are state-owned and their programmes are heavily censored. Rules about content range from the predictable (no shows inciting political unrest) to the puzzling (no depictions of time travel). It takes months for programmes to get official approval for broadcasting, and only an estimated 30% of shows that are made get aired on TV.
Online-video sites, in contrast, need a government licence to operate, but are left to police the content on their sites themselves--perhaps because the government never expected them to attract such a mass of viewers. "In principle it's the same, but in reality it's very difficult to say what the standards are for the online-video content players," says Victor Tao, the boss of PPTV. For example, last month the government ordered television channels to edit episodes of "Pleasant Goat and the Big Big Wolf", a long-running children's cartoon, because it was deemed to be too violent. But online-video firms that host episodes of the show seem not to have been given the same instruction.
Around five years ago Chinese online-video firms started competing directly with television by making their own programmes, and this year they will spend a combined 1 billion yuan ($164m) on shows like "The Goddess Office", according to Jiong Shao of Macquarie Securities, an advisory firm. (The same thing is happening in America, too: three internet firms, Netflix, Amazon and Hulu, have been making their own programmes, to cut the cost of licensing content and to create a more tempting offering for subscribers.)
Online-video shows resonate more with the people aged between 15 and 40, who flock to their sites. For example, "Surprise", a series made by Youku that parodies such things as university entrance exams, has been viewed 260m times since it premiered on Youku in August.
This year the number of people watching online video on their mobile devices has surged. Analysts expect the arrival of fourth-generation mobile networks to accelerate this trend. People who watch shows on mobile devices spend more time viewing, overall, than those on desktop PCs, according to Victor Koo, the boss of Youku. The main challenge for him and his rivals is to lure more advertisers.
The size and innovation of the Chinese online-video industry may be unique, but its economics are not. Like all online-video companies that rely on ad revenues, Chinese firms find it hard to make much money, if any. Although the industry had revenues of around 9 billion yuan in China last year, few firms are profitable. This is because their costs are so high. Buying bandwidth to deliver content to so many users is expensive, and so are the rights to license content. As a result there have been nearly as many mergers as there are elimination rounds on "The Voice of China", one of China's most popular TV shows. Last year Youku and Tudou, the most popular online-video sites, merged. In May Baidu, an internet-search giant, bought PPS, a video site, for $370m and merged it with its existing video service, iQiyi.
Self-interest has helped change the treatment of copyright in China. Several online-video firms are stockmarket-listed, and as a result they take content licences seriously, especially since as makers of their own shows they now have intellectual property to protect. They are suing those who pirate their content and are thus stealing some of their potential traffic. Youku alone has several hundred copyright lawsuits on the go.
<h3>Turning the channel</h3>
Online-video firms are also setting their sights on the living room. Several firms are designing internet-enabled set-top boxes; LeTV is making an internet-enabled television. By invading TV stations' home turf they can make themselves more valuable to advertisers--and may even be able to start charging subscription fees.
However, there is no guarantee that this will make the industry profitable. "The biggest enemy to the online-video service providers is consumer behaviour," says Mason Xu of Heyi Capital, a venture-capital firm. Because the government runs the television "business", consumers are used to paying little for cable--the equivalent of around $3 a month for digital cable. So it is unclear if they will pay much for online video, even if it comes with extra benefits such as ad-skipping. A study by McKinsey, a consultancy, suggests that around 15% of Chinese viewers might subscribe to online video on an internet-enabled TV set if it cost no more than 30 yuan ($5) a month. But even that is probably optimistic.
Getting slaughtered in the ratings by online video has prompted China's TV channels to try harder. A wave of singing competitions and dating shows--some of them adaptations of successful Western ones--have come on air in recent years, particularly on provincial satellite channels. Meanwhile CCTV, the central government's giant channel, continues to lose viewers. Last month officials scolded other stations for their "vulgar" and "excessive" entertainment and pushed for more "morality-building" and educational shows. Some singing contests are being forced off the air, and from next year satellite stations will be limited to one foreign show a year.
This will only accelerate the broadcasters' decline and the switch to online viewing. "TV is useless now," one person posted on a Chinese weibo, or microblogging site. "Fortunately we still have computers."
Click <a href="https://subscriptions.economist.com/nwcd">here</a> to subscribe to <keyword id="425741" type="UNKNOWN" weightage="60" keywordseo="The-Economist">The Economist</keyword>

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Sadhguru and Isha Outreach are India’s biggest advertisers on Meta for social causes: They spent ₹1.35 lakhs per day on Facebook and Instagram

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Print remains the most credible medium for news; TV and digital media have shown a drop in credibility since 2020: Report

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