BENGALURU: ITW MWORX, ad sales partner for DD Sports, has closed on-air sponsor deals with 11 brands for India’s tour to Sri Lanka, which kicked off Sunday in Colombo with the first ODI witness to the visitors winning the game at a canter.
The brands that have signed up with DD Sports for the six-game (3ODIs and 3T20Is) series include co-presenting sponsors Myfab11, Mountain Dew, Ultratech Cement, Indira IVF, Ghadi Detergent, Fogg Deo and associate sponsors Nilons, Omni Gel, Cycle Incense sticks, Pepsi, and Glori Soap.
Says Nikhil Vyas, CEO of ITW MWORX: “Advertisers realised that India cricket on DD Sports is a very effective and efficient medium to reach out to an audience size of 40M households in tier 2,3 and smaller towns. The reach of the platform is unmatched which makes it a regular media vehicle for the agencies and clients in the media plans.”
Bhairav Shanth, co-founder and MD of ITW Consultancy Pvt Ltd, also echoed the same sentiments as to why DD Sports remains a viable component of a broader cricket media plan for brands associated with the sport.
“Our research shows that 1 in 7 viewers in India watch cricket on the national broadcaster and 4 out of 5 of those viewers are from the rural areas. It’s the perfect complement to the more urban audiences that cable and OTT platforms reach,” Shanth said.
ITW is also the official in stadia advertising rights holder as well as markets the Hybrid on air features advertising on Sony Sports network.
For the record, Doordarshan accounts for only 14% of the cricket audience of the country and 4 out of the 5 views in that comes from rural India.
