It’s women & children first at world cup exit

FMCG Biggies Keep Off From TV Spots Citing Lack Of Market

CRICKET is a gentleman’s game but does its viewership attract only men? Mandira Bedi and Sony Entertainment Television (SET) may disagree but the consumer goods industry certainly seems to think so. Hindustan Unilever (HUL), Procter & Gamble (P&G), Henkel, Dabur, Marico, Reckitt Benckiser and Perfetti are some of the industry biggies not buying a single spot on any of the World Cup matches. The logic: the series would be played through the night when their target audience — the housewife — would be asleep. The consumer goods companies say that even if a percentage of women and children do end up watching the matches, the steep outlays do not justify their spends.“SET (official broadcaster for the World Cup) has been selling inventory for all 51 matches together. For select matches, the rates are too steep,” said the head of a Delhi-based media buying firm. Adds Rahul Welde, head of media at HUL, “Even at the current rate, we won’t be able to reach our target audience.” HUL had bought ad spots during previous World Cup editions because the matches were largely played during the day when women and children joined the menfolk to catch the action. there are other reasons TOO. Perfetti’s marketing head Sameer Suneja said that buying airtime on each of the 51 matches would lock up to 70% of the company’s annual ad budget.

Courtesy: EconomicTimes

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