World Kabaddi League makes it to Top 5 sporting properties

The tournament attracted an aggregate reach of just over 101 million individuals as per TAM India

BestMediaInfo Bureau | Delhi | January 16, 2015

The 'Wave World Kabaddi League' (WKL) attracted an aggregate reach of just over 101 million individuals, as per TAM India, in its very first edition, placing it among the Top 5 sporting properties in India, both in terms of viewers as well as visibility to sponsoring brands. Telecast live on Sony Six, WKL also garnered 1.5 million views on YouTube with 60% of the views coming in from the diaspora in United States, Canada, UK and as far as Italy. Additionally, an estimated 50 million reach was acquired through international feed in Pakistan, Middle East, Europe, US & Canada.

Raman Raheja

Raman Raheja, CEO of WKL, said, “We are overjoyed with the response to the WKL in its very first year. Also, the idea of keeping the latter and final parts of the WKL in India, where the sport is extremely popular, also paid rich dividends in terms of TV exposure for the sponsors. We are now looking to a bigger event in the second edition.”

Repucom, the leading research company that measures ROI for all sports across the world, gives an interesting comparison of WKL's sponsored property exposure on TV, as compared to other sports. Repucom India has analysed that the 86 matches played during the first season garnered as many as 143 hours of screen exposure, which translated into an hour and 40 minutes of exposure per match. Title sponsors, Wave Infratech, earned maximum visibility and ROI with 45% of share, compared to all the other sponsors exhibited during the event. Among other main properties, the static board earned 37 hours of on-screen exposure (18% share compared to other sponsors) and the jersey front was the second leading property with 22 hours on-screen exposure (19% share compared to other sponsors). In terms of the value earned by the jersey front, it was next only to IPL and ISL, according to Repucom.

Joseph Eapen, Repucom's Senior Vice-president-South Asia/Director, India, said, “We recommend that teams acquire more sponsors on the team apparels like jersey front, jersey back, jersey side, chest logo and trousers to cash the exposures and value from apparels.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com