Asia’s Number One Sports Network Enters New Year With Double Digit Growth
3 January 2006, Singapore: ESPN STAR Sports enters the new year on a high note, following another strong demonstration of advertiser confidence in the network’s programming strategy and proven delivery of integrated advertising solutions in 2005.
ESPN STAR Sports has led the way in integrated advertising following the 1999 introduction of its 4 O’s strategy resulting in overall advertising revenues more than doubling since 2003. Integrated advertising solutions have come a long way since the pioneering days of ’99 and now extend over a wide spectrum of sporting events and mediums on ESPN and STAR Sports platforms across the region.
Elaborating on the outlook for the network, Jamie Davis, Managing Director, ESPN STAR Sports, said, “ We have set the standard as far as delivering integrated advertising solutions to clients on the back of some of the biggest and most watched sports properties. What we do especially well is ensure strong and measurable brand association throughout the period of a client’s sponsorship. Looking ahead, 2006 will be a year of great opportunity and will be a defining one for the growth of our company. We are exploring new programming initiatives as well as delivery options to provide the best sports content to viewers any time, any place and through any pipe and any device – we expect to raise the bar in sports television even higher in Asia”.
From 8% of total advertising revenues in 2002, integrated solution based sales now account for more than half of the total advertising revenues in 2005. In addition to on air advertising and in-programme benefits on ESPN and STAR Sports, the network has become recognized for creating innovative on-ground, off air and on-line interactive platforms to ensure advertisers benefit to the fullest.
In fact, ESPN STAR Sports’ ability to deliver a high degree of value through the widest array of acquired programming and original productions is translating to an increase in sponsorship renewals and repeat advertisers while attracting a variety of fresh new brands. Returning sponsors such as Tiger Beer and Toshiba have seen significant brand recognition, brand recall and measurable results through their sponsorship of the English Premier League (EPL) while Toyota’s association with SportsCenter, the network’s flagship news show has delivered the audiences and the ratings.
The total numbers of advertisers on the network also grew by 10 per cent each year since 2003 and include Malaysia Airlines, IBM, Johnny Walker, O2 and Volvo. Of significance is the fact that advertising revenue from non-EPL programming is also on an upward trend, in line with the audience the ESPN and STAR Sports channels capture and which are reflected in Peoplemeter ratings regionally. In 2005, the contribution to revenue from non-EPL programming rose to over 20 per cent with the cricket-strong India market registering a similar increase as well as new advertisers on its F1, field hockey and international soccer properties.
Said Charles Less, Vice President, Advertising Sales, “The strong advertising growth we’re seeing speaks volumes of clients’ confidence in our ability to deliver the ratings, the audience as well as effective and measurable integrated solutions. Advertisers have been quick to see the benefit of associating with sport. Whether they are looking at an on-ground sponsorship, spot buys or association with some of the world’s biggest sporting properties, they recognise the network’s unique ability to capture sizeable audiences across different demographic groups. It comes down to the ratings, the audience and the content – we’re delivering on all counts.’
On the distribution front, the network reached a milestone with STAR Sports’ growing by 14 per cent while ESPN registered an increase of 7.6 per cent based on a year on year comparison.
ESPN STAR Sports is a 50:50 joint venture between two of the world’s leading cable and satellite broadcasters, ESPN Inc. and STAR. We are Asia’s complete sports provider reaching over 138 million households for ESPN and over 62 million households for STAR Sports. We have 13 networks – ESPN Asia, ESPN India, ESPN Taiwan, ESPN Philippines, MBC-ESPN (Korea), ESPN Singapore, ESPN Hong Kong, STAR Sports Asia, STAR Sports India, STAR Sports Taiwan, STAR Sports Singapore, STAR Sports S.E.A and STAR Sports Hong Kong. We bring the world’s premier live sports and leading regional events to viewers 24 hours a day. On the ground, the ESPN STAR Sports Event Management Group manages and promotes premier sporting events around Asia, including the Asian X Games and the San Miguel Asian 9Ball Tour. On-line, espnstar.com, espnstar.com.cn and espnstar.com.tw interact with millions of users providing them with in-depth sports news, results and competitions. This multilingual, online platform which is closely integrated with ESPN and STAR Sports on air networks, has established the sites as the number one on-line sports destination in their respective markets.
For further information, please contact:
Stephenie Vasko, ESPN STAR Sports tel: (65) 6488 6126 or email: vaskos@espnstar.com
Himanshu Verma, ESPN STAR Sports tel : (65) 64886 181 or email : vermah@espnstar.com
Cheryl Sim, ESPN STAR Sports tel: (65) 6488 6134 or email: simc@espnstar.com