<ul><li>The size of the <keyword id="8900632" type="UNKNOWN" weightage="20" keywordseo="Indian-sports-industry">Indian Sports Industry</keyword> in 2020 is estimated at INR 5894 Cr ($ 796 Mn). This takes into consideration the following - <keyword id="933048" type="PERSON" weightage="20" keywordseo="Sports-sponsorship">Sports Sponsorship</keyword> Spends, Sports Celebrity Endorsement, and Media Spends on Sports Properties.</li><li>The biggest share here goes to media.</li></ul>GroupM ESP, the entertainment, esports and sports division of GroupM India today released the sports sponsorship report for India 2020. The size of the Indian Sports Industry in 2020 is estimated at INR 5894 Crores. This report takes into consideration - sponsorship spends, celebrity endorsement and media spends on sports properties. The biggest share here goes to media, where advertisement spends on TV, Digital and Print media contributed to INR 3657 Crores, which accounts for 62% of the total spends. Sponsorship Spends included On-Ground Sponsorships, Team Sponsorships and Franchise Fee, and this took up 28% of the industry pie, which translates to an amount of INR 1673 Crores. An interesting shift that gained momentum in 2020 was the athlete endorsement which grew 5% over 2019, against the run of play in a year ravaged by the pandemic. During the period of inactivity in sports, there was a significant step jump in the level of social media influencer activity among popular athletes. Here again, cricketers ruled the roost, with a 92% share of the pie. Of the 377 endorsement deals that happened last year, 275 involved cricket players. 2020 also saw female athletes pulling in brands and the continued success of these stars is proof of the fact that our champions are loved, and we are proud of them. As the sporting nations wait eagerly in anticipation, the stocks are highly in favour of endorsements from our athletes. The lockdown had also catalyzed the growth in certain sectors. The absence of live sports along with a sub-optimal supply of fresh OTT content led to the shift towards gaming; the month of April 2020 saw an 11% increase in users per week along with a significant jump in average time spent per gamer. This led to a sudden boom in e-sports in 2020, with communities getting built and multiplayer activities gaining ground. Over the last three years, there has been a doubling in the gamer base as well as viewership numbers in the time. Despite the Covid-19 threat and multiple risks, India’s foremost sporting league, the Indian Premier League (IPL) got underway in UAE in September much to the delight of fans, players, franchisees, sponsors, and rights holders. The success of the IPL was a great demonstration of the qualities of brinkmanship and improvisation, just what the doctor ordered to lift the spirits of a nation in which cricket is followed with religious fervour. Even as the absence of a fair share of events has rendered year-on-year comparisons irrelevant, two things are extremely heartening. First, the overall levels of business seen in the industry in 2020, and then, the high running momentum as we exit the year and move on to 2021.In November, the Indian Super League (ISL) got underway in three venues in Goa with strict protocols and adherence to bio-bubble considerations. This was the first major sports event to be held in India after the pandemic; giving ample demonstration of our ability to pull off an event of this magnitude under such circumstances. Prasanth Kumar, CEO - GroupM South Asia said, “With the lockdown being enforced and subsequent stoppage of play on the field, the void was stark with no visibility on how the anti-Covid efforts would pan out. And even without any activities, our sports heroes stayed close to us. They came closer by actively engaging with their followers on social media and the spontaneity of this online content flow and with the open arms that we welcomed it, is the demonstration of the power of sports in our country. Speedy responses and improvisations are on the go where what the situation demanded and among the many things the Covid-19 situation taught us marketers, was the need to be adaptable as the tide turns fast around us.” <keyword id="345370" type="PERSON" weightage="20" keywordseo="Vinit-Karnik">Vinit Karnik</keyword>, Head – Sports, Esports and Entertainment, GroupM South Asia said, “Many sports properties were either cancelled or postponed and even sponsorship and media spends were impacted. But it is commendable how the sporting ecosystem reacted to this crisis taking into consideration the very fact that sports were back sooner than expected. Even in the face of an adverse context, the stakeholders came together to provide the spark the industry needed. The IPL and ISL are an exemplary demonstration of India’s preparedness to host major sporting events under such taxing circumstances. With many sporting events lined up in 2021, fans might have to make choices between certain events in terms of what, when and how much to watch, leading to a rise in demand for subscription viewing in live sports. 2020 looks like that proverbial backward step we take before a giant leap, like the one we are expected to take in 2021, as part of the making of the sporting nation." The past decade has seen the sports ecosystem coming on its own and as the Covid-19 threat put the brakes on the ecosystem, it has brought the stakeholders closer to one another as we found ways to work around the crisis. As India moves into the decade of the 20s, marketers can expect a continuous evolution in the state of affairs in the sports industry. As new content platforms emerged in the wake of the shortage of live sports in 2020, it will increase the demand for sporting content and its consumption in our country.

Indian Sports Industry in 2020 is estimated at Rs 5894 crore; cricket claims 87% share of sports sponsorship pie: GroupM ESP

<ul><li>Auto, e-commerce &amp; mobile handsets to drive ad growth in 2020.</li><li>Digital will account for 30% of the media mix and is estimated to take 65% of incremental adex in 2020.</li><li>
H2 is expected to bring in better growth on the back of government schemes, revival of the auto sector and a good monsoon.</li></ul> India’s advertising investment is to reach an estimated Rs. 91,641 crore in 2020, according to <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword> futures report ‘This Year, Next Year’ (TYNY) 2020. India will continue to top the list as the fastest-growing major ad market in the world. 
 
 
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 As per the report, India will continue to be the third-highest contributor to the incremental ad spends, only behind UK and USA while China drops to the fourth spot and the eight fastest-growing country with respect to ad spends across the globe. 
 
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 Commenting on the findings of the TYNY 2020 report, Prasanth Kumar, CEO - GroupM South Asia said, “We expect the global adex to grow by 5.1%. The Indian media landscape is constantly evolving, will continue to witness the fastest growth of 10.7% to reach Rs 91,641 crore. While we expect sustained and stable investment across media in India, Digital is expected to garner 65% of incremental ad spends in 2020. In 2020, India faces challenges and uncertainties across sectors just like other markets. However, this also brings opportunities for brands to innovate because of which we see an evolving media stack. This will be propelled by greater use of technology and better content across media.” 
 
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 Globally, Digital adex is growing on the back of other mediums losing out on spends. In the last four years, <keyword id="8725829" type="UNKNOWN" weightage="20" keywordseo="Indian-Adex">Indian adex</keyword> has grown at a CAGR of 12.2%. In 2019, all media agencies had to revise their adex forecasts, owing to a slowdown in TV spending by advertisers. This was an effect of the general slowdown of the economy as well as the new tariff order. 
 
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 However, 2020 is expected to bring in better growth rates for the industry, shared Sidharth Parashar, President - Investments and Pricing of GroupM India, who also stated that H2 is expected to bring in robust growth. Speaking about the factors that he think will aid the growth, Parashar said, “We expect government schemes to bring in some growth, however it will take one to two quarters to see action on ground and hence we will see the effects in H2. Revival of the auto sector is the second biggest factor. It is also critical from multiple aspects of economic growth.” He also added that good monsoons will help bring back positive sentiments. Tushar Vyas, President Growth and Transformation - GroupM South Asia said, “There are multiple advancements happening in technology which is transforming digital advertising and other mediums. India being a diverse country, digital will keep growing, especially with the rise of content platforms and its availability in multiple languages powered by the growth of 3Vs. From a predominantly ‘at home’, ‘urban’, ‘English print’ &amp; ‘TV’ consuming market, the Indian media consumer evolved to include ‘on the move’, ‘rural’ &amp; ‘regional’ counterparts, experimented with digital media in the early 2010s’, adopted social media in middle of the decade and started consuming digital videos voraciously after 2016.” <keyword id="2851224" type="PERSON" weightage="20" keywordseo="Ashwin-Padmanabhan">Ashwin Padmanabhan</keyword>, President – Partnerships and Trading of GroupM India, “While there are challenges and uncertainties in the market, it is a world of abundant opportunities in the content eco-system. This gives us vibrant options to reach and engage with consumers. It necessitates us to be agile, invest in new-age talent and technology while keeping an eye on the future. The key is to be always prepared while we are shaping the media landscape.”

Indian AdEx to grow at 10.7% to reach Rs 91,641 crore, Digital expected to reach 30% of media mix in 2020: GroupM report

<ul><li>Video, AR, influencers, vernacular and messaging to drive discovery of brands, shopping and celebrations this festive season.</li><li>Facebook &amp; Instagram influence nearly 80% of <keyword id="10106798" type="UNKNOWN" weightage="20" keywordseo="festive-purchase-decisions">festive purchase decisions</keyword> made by millennials, claims the company. </li></ul>With people spending more time online and continuing to stay at home as a result of the pandemic, video, AR, influencers, vernacular content, and messaging will play a crucial role in driving the discovery of brands, shopping, and celebrations this festive season. This and more was revealed in Facebook’s ‘Festive Playbook’ that the company unveiled today to help brands connect with <keyword id="37158" type="COMPANY" weightage="20" keywordseo="shoppers">shoppers</keyword> on digital this Diwali. <keyword id="10106797" type="COMPANY" weightage="20" keywordseo="the-festive-playbook">The Festive Playbook</keyword> comes on the back of a series of efforts by Facebook to work with the industry, and help aid the recovery of businesses from the pandemic. Earlier this year Facebook collaborated with Boston Consulting Group and released a series of reports that delved into <keyword id="10106799" type="UNKNOWN" weightage="20" keywordseo="consumer-behaviour-change">consumer behaviour change</keyword> since the pandemic, and its impact on distinct industries. Subsequently, Facebook tied-up with Ogilvy to release a ‘Creative Playbook’ and also collaborated with GroupM to unveil a ‘Media Playbook’ to help businesses navigate the new normal. Said <keyword id="2799363" type="PERSON" weightage="20" keywordseo="Sandeep-Bhushan">Sandeep Bhushan</keyword>, Director and Head of Global Marketing Solutions (GMS) by <keyword id="736869" type="COMPANY" weightage="20" keywordseo="Facebook-India">Facebook India</keyword>, “Diwali and the weeks leading up to it are critical to businesses in India and consequently to the economy. More than half the purchases in key festival spends of fashion and tech devices are now influenced by what consumers see on their mobile phones. A significant digital acceleration has happened on the back of social media, and with 400M+ Indians connected on the Facebook family of apps in India, we will play a consequential role this festive season in both brand discovery and delivering truly incremental business outcomes.” The Festive Playbook brings together insights from key Facebook commissioned researches, most notably from two distinct studies with YouGov and Boston Consulting Group respectively, along with other public sources, to provide the industry with key consumer insights and trends that they need to keep in mind for building and delivering effective campaigns in the run up to Diwali and beyond. Said Prasanth Kumar, CEO, South Asia, GroupM, “Digital influence has increased significantly. This season, marketers can leverage digital to drive brand discovery among relevant consumer segments, drive performance marketing and ride the e-commerce wave, and build new age innovations to engage with consumers.” There are six key consumer trends that the Festive Playbook lays out for businesses to win in this festive season. With exactly a month left to go for Diwali, these insights could help businesses connect with consumers in the most engaging and effective way possible. [1] Gear up for a potential surge in demand: A stronger demand can be expected in the festive season, as the country continues to unlock, and as businesses continue to adapt to the new normal by building solutions and experiences that are relevant for these times. The Facebook-Boston Consulting Group consumer behaviour study had revealed that consumers plan to increase online spends for key consumer categories such as apparel, consumer packaged goods, mobile phones, home care, and automobiles in the coming weeks and months. [2] Festive shopping can be a positive outlet in difficult times: The YouGov research revealed that nearly three-fourths of those surveyed said they start their Diwali shopping at least two weeks before Diwali. 45% Millennials (25-39) surveyed identified themselves as early shoppers. The research also showed that there is 17% more spending by early shoppers, something brands can leverage. Apparel, food, electronics followed by jewellery, and health and beauty were the top categories shopped for last year. Interestingly, the playbook also shows that the festive season lasts beyond Diwali, going up to January, giving brands a long window to connect with consumers and drive sales. [3] Indians discover and purchase their favourite brands on the Facebook Family of apps: Facebook and Instagram together influence nearly 80% of Gen-Z and Millennials’ festive shopping, according to the YouGov study. Across categories such as beauty and personal care, consumer packaged goods, and auto, people said that the Facebook family of apps emerged as their leading source of discovery and evaluation, ahead of other online channels and sources. [4] Virtual experiences and ‘made-for-social’ videos inspire action among festive shoppers: Video, augmented reality, and interactive ads will play a leading role this festive season as people continue to remain at home. According to the YouGov study, more than a half of festive shoppers post or watch videos on their social media feeds and 46% festive shoppers would like to see videos that get them into the holiday mood. 56% festive shoppers for apparel and beauty say that product videos would help them with their purchases. 1 out of 4 automobile consumers who have cancelled/ postponed their purchase, would also reconsider if there is minimal contact with the dealership. [5] Influencers and vernacular content resonate with festive shoppers: Influencers and vernacular content will also drive festive purchases this Diwali and beyond. 46% apparel consumers said they are influenced by videos posted by influencers during the festive season. 68% festive shoppers also prefer to see advertising in the local language and half of those surveyed said it’s important to have information available in a local language while shopping. [6] Indians prefer messaging brands while festive shopping: The YouGov study showed that Indians prefer messaging businesses during festive shopping. According to YouGov findings, 48% used messaging service to track an order and 45% used messaging service to purchase a product in last year’s festive season. 61% respondents said they used WhatsApp for messaging a business, and 36% said they used Facebook Messenger. One of the key takeaways from Facebook's Festive Playbook is that irrespective of whether consumers select offline or online channels for purchase, they are now discovering and engaging with brands on their smartphones, a key consumer behaviour trend that brands will need to build for in the run up to Diwali and beyond.

Facebook unveils Festive Playbook to help brands build campaigns based on current consumer trends for Diwali and beyond

<ul><li>MMA and GroupM's report highlights the growing importance of accountability in marketing and why it is more critical at times like this.</li><li>As per the report, 34% of business respondents have increased digital media budgets while 23% have focused more on eCommerce selling.</li></ul>MMA in association with GroupM released its latest report ‘<keyword id="10441765" type="UNKNOWN" weightage="20" keywordseo="modern-marketer-reckoner">Modern Marketer Reckoner</keyword>’ –a detailed and conceptualized report keeping in mind the business and ecosystem situation in 2020. With the various shifts that have happened in 2020 as well as mobile always being an important part of our daily lives, this year’s report focuses on two major perspectives – the consumer lens and the marketer lens. The consumer lens focuses on the theme “Nothing Is Certain” and it captures the uncertainty and the changes which happened in 2020 at various levels from a consumer’s point of view. The first half of the report talks from a consumer sentiment perspective and the impact it has had at a socio-cultural level. It also highlights the media consumption perspective, with a special focus on digital and mobile app ecosystem. This looks at the growth in the mobile and digital ecosystem in the last few months and how it has leapfrogged. And lastly, it highlights the shopping perspective, focusing on how the shopping basket has changed for consumers, the shift towards essentials and the huge increase in eCommerce as a mode of shopping. While the second half of the report focuses on providing a modern marketing reckoner to marketers on the key strategic tentpoles they should look at, so to navigate the ambiguity and the uncertain business and economic landscape and is themed “Everything is Possible”. It highlights the strategic pillars of modern marketing which marketers should deploy to not only deal with the current uncertainty but is a reckoner, even beyond. This part focuses on how the way consumer content has been changing and therefore how the content ecosystem is seeing the emergence of new formats and trends. Thus, it showcases and discusses how brand communication has moved from creativity to proliferation and thereby what should brands do to retool their strategies. It also highlights the growing importance of accountability in marketing and why it is more critical at times like this. While the first section is more a data and reports led piece, the second section is more centred around best practices, guidelines, expert point of views. Speaking on the report, Prasanth Kumar, CEO, GroupM South Asia said, “The advertising and <keyword id="7678376" type="UNKNOWN" weightage="20" keywordseo="marketing-industry">marketing industry</keyword> has been encountering some fast changes in the past few years with the advancement in innovation and technology. In this current wave of uncertainty and ambiguity, it becomes even more critical for marketers to measure ROI and therefore, invest in data and technology to do the same. The pandemic has triggered a definite shift in the consumer and the business landscape but if we display rigour and foresight and use effective advertising and modern marketing models, we can help businesses stay on top. This year with the report we wanted to decipher the changing face of content and influencers, new communication formats and channels, and the ways to build powerful brands.” “The reckoner underlines the marketing industry’s certainty when it comes to the rapidly expanding mobile channel,” said Rohit Dadwal, Managing Director at MMA Asia Pacific. “The industry, on the whole, recognises that the modern era of the market is upon us and we need to embrace it. this new age of marketing is going to be built on tools and technology that this report helps to outline along with great examples through the lens of various industry leaders who are the torch bears of this change… helping @shapethefuture for marketers and agencies in India and abroad.” <keyword id="651159" type="PERSON" weightage="20" keywordseo="Tushar-Vyas">Tushar Vyas</keyword>, President, GroupM South Asia commented, “One of the biggest areas of impact that has emerged is the digital ecosystem. It plays a huge part in the way the business landscape of today has unfolded. We believe that modern marketers will have an advantage if they can apply deep insights to understand the changing landscape. In this period of uncertainty, we need to be more outcome-driven and mobile aligned to usher hope and dynamism into the life of the consumer again. With this report, we wanted to address the huge changes in the industry and talk about the new ways to embed data into every part of the business and decode them to get powerful insights which in turn can help brands communicate better.” Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India commented “We have seen unprecedented changes in 2020 and this has an impact on consumer and shopper behaviour as well as on our media consumption habits. Yet, even as many things change, some things remain constant- for brands to stick to their fundamentals- develop relevant differentiated products, build iconic brands, expand reach, and create engaging communication. This report, as always is basis extensive research and nicely encapsulates the changing landscape and the key considerations that Marketers need to keep in mind as they navigate through 2021 and beyond”. Sandeep Bhushan, Director &amp; Head of GMS India, Facebook commented, “We are experiencing unprecedented shifts in consumer attitudes and behaviours due to the pandemic. A significant digital acceleration has happened on the back of social media, and with over 400 million Indians connected on the Facebook family of apps in India, mobile is now central to media consumption and business impact. To build on the opportunity, businesses need to adopt the immersive tools on the platform, pivot the media-mix and measure true incremental business outcomes. Our playbooks for the new normal in partnership with GroupM and Ogilvy are now available for all marketers to accelerate growth.” <keyword id="6812225" type="PERSON" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, MMA India said, “This report is an extremely holistic and robust report and has been written basis intensive research across multiple industry studies and reports, a lot of primary research which has been conducted in the past few months both by MMA and GroupM, POVs and contributions from multiple industry experts across multiple areas and verticals, POVs and contributions from GroupM leadership, GroupM subject matter experts and MMA board members.” Key highlights from the report: · 54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit. · 34% of business respondents have increased digital media budgets while 23% have focused more on eCommerce selling. · Almost 90% of people agree that they are more careful about how they are spending their money. · 50% of people have delayed big purchases and almost 38% have cut down on day-to-day expenses. · Hardest hit are the discretionary categories – 77% have reduced eating at restaurants. 55% have reduced buying clothing and fashion accessories and 48% have reduced spending on consumer electronics. What has seen a positive impact are the areas related to health and hygiene – 29% are exercising more at home, 24% are consuming more vitamins and supplements, 23% are spending more on groceries. · Among the digital-first timers - 45% streamed movies, 43% got WFH software, 33% used an e-learning app, 28% purchased grocery online and 22% consulted a doctor online.

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Indian Sports Industry in 2020 is estimated at Rs 5894 crore; cricket claims 87% share of sports sponsorship pie: GroupM ESP

BI India Bureau

Indian AdEx to grow at 10.7% to reach Rs 91,641 crore, Digital expected to reach 30% of media mix in 2020: GroupM report

BI India Partner

Facebook unveils Festive Playbook to help brands build campaigns based on current consumer trends for Diwali and beyond

BI India Partner

54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit: Report

BI India Partner