NEW DELHI: Following up on the assertion made in June that Viacom18 would put the network’s might behind building reach and resonance for LaLiga amongst Indian viewers, the network’s flagship youth brand channel MTV, which “relaunched” the Spanish football league on Indian television with a campaign that promised “Zero Masala, Pure Football”, has struck a chord among viewers and on social media.
The campaign has delivered 38M reach & 50M impressions while drawing in responses on social media too.
The current season LaLiga on MTV, because of the reach and engagement, has already 3x reach on MTV in the opening week viz-a-viz the earlier season (on Facebook). Another interesting insight that showcases the increasing fandom of LaLiga on MTV in India is the fact that 38% of viewership for the matches came in from Rural India, with over 51% viewership from urban cities.
Speaking about the new season, Jose Antonio Cachaza, managing director – India, LaLiga, said: “The past year showed us the kind of emotional connection football fans have with the beautiful game. As the world slowly starts to heal and go back to normal, the new season of LaLiga returns, with the fans finally reuniting with their favourite sport. The energy is in the air, especially in India, with this new partnership with Viacom18. We are looking forward to building an even deeper connection with our audience in this country, which has shown its profound bond with the sport time and again.”
Speaking about LaLiga, Anshul Ailawadi, business head – Youth, Music and English Entertainment, Viacom18, said: “We are glad to have partnered with the LaLiga team to bring one of the world’s most iconic football leagues for our viewers in India and the subcontinent. We believe football unites and fans live the sport. Starting with the season’s first match, we have witnessed viewers’ passion and we are excited to see the fandom unfold. The response we have received so far has been phenomenal and
we are certain that we will make football a much loved and followed sport in India through our partnership with LaLiga.”
The season kicked off on August 14th, with Valencia CF vs Getafe CF the first of 380 fixtures through a ten-month campaign.
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LaLiga scores rights deal with Viacom18; games be t’cast on MTV
