Digital revenues more than 2x compared to earlier World Cup in 2019; lacklustre Q2 for multiplexes: Karan Taurani
Karan Taurani, Senior VP, Elara Securities, says “50% of ad spends are going to come from digital because consumption on digital has seen an increase because the content are being offered free on mobile phones as compared to the earlier years wherein digital contribution to the overall ad spends was just about 25 to 30%. So digital revenues would move up more than 2x as compared to the earlier World Cup in 2019.”
The overall number of advertisements on the OTT platforms are at record high in terms of viewership. What is your takeaway in terms of how the numbers have stacked up in this World Cup ?
Before the tournament, we did come out with an estimate that the ad spends during the World Cup will be in the range of Rs 2,200-2,400 crore. That is where the numbers should stack up because India's performance has been superior in this tournament. They have won all the matches and they are also moving towards the final.
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One could see a 5-10% outperformance versus our estimates. And again, 50% of these ad spends are going to come from digital because consumption on digital has seen an increase because the content are being offered free on mobile phones as compared to the earlier years wherein digital contribution to the overall ad spends was just about 25 to 30%. So digital revenues would move up more than 2x as compared to the earlier World Cup in 2019.
Bollywood releases are facing the heat because of the World Cup fever. Tiger 3 is reporting healthy numbers but would have
