With Indian sportspersons putting up a good show at the ongoing Commonwealth Games, thereby increasing viewership of Doordarshan, companies are now looking to book ad slots on the official broadcaster.
Companies which had earlier decided not to advertise on CWG broadcaster are now reconsidering their strategy to cash in on the positive response to the Games, which kicked off on Sunday in spectacular style.
“We cannot do anything now in terms of sponsorships and other ground activities during the Games. But what we can do is take up ad spots and place advertisements since the TRP is increasing,” Videocon Industries Director (Sales and Marketing) Anirudh Dhoot said. He said with good and positive response surrounding the Games now, “We are now planning to buy some ad spots, particularly towards the last 2-3 days, when the activities also increase”. Similarly, soft drink and snacks major Pepsico said it is also exploring ways to associate with the Games.
“We are currently evaluating opportunities as to what a brand like us which is not a sponsor can do during the Games,” Pepsico Executive Vice President Sandeep Arora said, when asked if the company is looking at buying adspots on DD.
FMCG player Dabur also said it is currently in talks to buy adspots for the closing ceremony. “We had picked up ad spots during the opening ceremony. We are in talks now to do the same for the closing ceremony as well,” a company spokesperson said.
However, LG said it is too late to make changes in their media plans for any advertisements or sponsorships for the Games.
“We are happy that Games is a success. But it is too late for changes in our media plans,” LG India National Head Sales Amitabh Tiwari said.
Doordarshan, the official broadcaster of the event has been struggling to rope in advertisers.
It has already revised downwards its ad revenue from the event toRs 100 crore from initially plannedRs 200 crore. In order to give a fillip, the government had asked public sector oil companies to book ad spots worth Rs 10 crore on DD’s national and regional channels.
