The UEFA EURO 2020 captivated audiences across India, with 61 million viewers tuning in the official broadcaster Sony Pictures Sports Network (SPSN). According to data shared by Broadcast Audience Research Council India (BARC), UEFA Euro 2020 recorded 25 million viewers on TV for the first 20 matches held between June 12-18.
In spite of garnering a considerable viewership, UEFA 2020 has failed to clock numbers in terms of advertising volumes. As per the TAM Adex, the ad volumes during UEFA 2020 were down by 40 percent compared to UEFA 2016. The tally of categories, advertisers & brands decreased by 21%, 39% & 34%, respectively, in UEFA 2020 compared to UEFA 2016.
‘Smart Phones’ was the common category among the top 5 list in both UEFA Seasons. Dreamplug Technologies was the top advertising with a 26% share during UEFA 2020. Cred was the leading brand during UEFA’20 with a 26% share of ad volumes, followed by Acko.com with 15% share. 10+ new categories appeared in the matches of UEFA 2020 compared to UEFA 2016. 20-40 seconds ads were utilized the most during commercial breaks, followed by < 20 seconds ads.
The final match of UEFA 2021 registered the highest Advertising across Sony Network channels, i.e. 70 Minutes. Match 49 and Match 50, the semi-finals clocked 42 Min. and 64 Min. of advertising, respectively. Among the top 5 categories, Smart Phones was common in both UEFA Cups. During UEFA 2020, the Top 5 categories collectively contributed more than 70% of overall Ad Volumes.
Top 5 advertisers contributed 66% share of Ad Volumes during UEFA 2020. In UEFA 2020, 3 advertisers were from the ‘Services’ sector. CRED was the top brand during UEFA 2020 with a 26% share of Ad Volumes, followed by Acko.com with a 15% share. The Top 5 brands contributed 63% and 57% share of Ad Volumes during UEFA 2020 and UEFA 2016.