Ten Sports is streaming the India vs West Indies series on YouTube. The problem with streaming Cricket remains that there is no one single destination for it, and really no affinity for a broadcaster – the game is what matters. Perhaps, with multiple partnerships, YouTube is trying to become that destination. Still, there doesn’t appear to be an online sponsor on the channel for the series, so is advertiser fatigue setting in?
MediaNama readers might that almost two years ago, Ten Sports had tied up with NBC Universal Digital Solutions for live streaming on TenSports.com, and for advertising with VDOPIA. Sab Kanaujia, who had set up this project, left NBC Universal shortly after. On a side note, NBC has bagged rights for four future Olympics – 2014, 2016, 2018 and 2020 – for $4.38 billion. (via @rafat)
Indiatimes has shared with us, combined stats for the Indian Premier League: the company was unable to give us a split between the two channels it streamed the content on, YouTube and Indiatimes, citing contractual restrictions. The matches were streamed deferred live on both Indiatimes and YouTube. So, combined, they have reported the following:
– Combined Pageviews of 72 million, which they claim was 31% higher than the 55 million reported last year
– The page views for India were 43 million over last year number of 24 million, a growth of 79% over last year.
– The final match of the tournament generated over 5 million page views, and the highest single day unique users for the tournament.
– Indiatimes was unable to share a split between live streaming and video on demand
– Indiatimes estimates that they delivered around 264 million video ad impressions during the tournament. During a match, they served. The company served preroll and midroll ads during the tournament.
– Average timespent was around 20-22 minutes per visit to the channel (there would have been multiple visits during the game)
– Indiatimes was unable to share unique user information, saying that it wasn’t possible to determine unique users across two separate properties (Indiatimes and YouTube), and they weren’t able to share individual numbers.
Note that we’re still awaiting mobile data: mobile gaming rights were with Indiagames, while Apalya (India and Sri Lanka) and Geodesic Ltd shared live streaming rights.
The metrics that Indiatimes shared are different from what ESPN-STAR reported during the ICC Cricket World Cup. I think it’s about time that there were standardised metrics determined for the video advertising industry.