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With over 600 million viewers expected to tune in to various sporting events telecast this year, almost double of what it was three years ago, India has truly become a sports-viewing nation. This is getting reflected in the business side as well: The sports broadcast genre is expected to fetch around Rs 2,500 crore this year thanks to Indian Premier League, T20 World Cup, Asia Cup and the upcoming FIFA World Cup, among other sporting events.While cricket still commands the lion's share in India , the upcoming FIFA World Cup is expected to have over 110 million viewers domestically, almost double from 2006 when the FIFA World Cup generated a cumulative reach of 55-60 million viewers in India .This year, the FIFA World Cup is expected to corner around 25% of the overall sporting viewership, with tennis, golf, hockey and Formula 1 together generating another 12-14% viewership—clearly establishing the popularity of sports as one of the fastest-growing genres within the television space, experts said.The third edition of IPL has already generated a cumulative viewership of around 210 million this year, virtually double from its inaugural edition. The ongoing T20 World Cup cricket is likely to generate around 100 million viewers or more if India goes to the finals, media planners said.Major advertisers have already queued up before ESPN Star Sports and Doordarshan for the FIFA World Cup.ESPN expects to generate around Rs 180-200 crore in advertising revenue, with leading brands including Nokia, Vodafone, and Samsung having been finalised as on-air sponsors for the mega-sporting event, informed sources said. However, the Indian market will still only account for only 3% of the total global ad spends of Rs 6,000 crore for the month-long event, sources added.The world's biggest and widest televised sporting event, FIFA World Cup 2010 will kick off in South Africa on June 11 and is expected to generate global TV advertising revenue of around Rs 200 crore per day. Compared to this, domestic broadcasters are expected to generate around Rs 1.5 crore on each match day during the sporting event, sources said."The fact that FIFA World Cup this time will be watched by over 110 million viewers speaks volumes about the popularity of football in the country, where cricket is the first choice for viewers. Major advertisers have already budgeted for this tournament, which attests to its wide reach," a senior media planner told FE.Globally, the FIFA World Cup will be telecast over 450 channels. This translates into a cumulative 26 billion viewers for the month-long sporting extravaganza, making it the most-watched single event, once again.FIFA has already raked in around Rs 12,000 crore in revenue by selling TV rights to most leading broadcasters around the globe. ESPN is said to have shelled out around $40 million for the broadcast rights of the event and will more than recover its investment with its South-Asian feed going to two dozen countries.Even the 10-second spot rates for ESPN's on-air advertising has grossed Rs 1,50,000, with broadcasters having already sold more than 70% of the inventory, sources said.
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