Tamasha: Redefining cricket advertising in the digital age

Cricket fever is sweeping the globe as fans eagerly await the ICC T20 World Cup 2024. But in the ever-evolving landscape of sports viewership, where exactly are cricket enthusiasts tuning in?

According to Tamasha Insights in Pulse Sports's fortnightly advertisement recall audit report called Gama360°, viewership records from 2023 showed the digital realm emerged as a dominant force in cricket viewing, challenging the traditional stronghold of television while presenting advertisers with a unique opportunity to connect with their target audience like never before.

While there are approximately 120 million active internet users as per pta.gov.pk while the cricket Digital Reach is 32 million based on the 'Unique Cricket Viewers' watched the ICC World Cup in 2023 on digital platforms. Meanwhile, the Overall TV Reach was 150 million signaling a 'Perceived Cricket Reach' of 150 million, but an 'Actual Cricket Reach' is only 33 million.

Interestingly, the report showed that ad-supported streaming platforms offer a compelling proposition for cricket fans, providing free access to live matches, highlights, and analysis. This accessibility, coupled with the absence of subscription fees, makes digital platforms highly attractive to a wide range of viewers, contributing to their increasing traction in the digital space.

Both male and female segments of cricket viewership are transitioning from traditional TV to digital platforms. However, males are leading this shift, driven by higher smartphone penetration rates and a greater willingness to embrace digital channels for their cricket-viewing experience.

With each passing year, we witness a surge in the number of streaming platforms offering live cricket coverage, catering to the growing demand for any time, anywhere access to the game.

So, what's the game plan?

Amidst the frenzy of match day anticipation, one player stands out in the digital arena: Tamasha.

With its innovative approach to content delivery, the digital platform has emerged as a trailblazer, capturing the hearts and minds of cricket fans while redefining the way audiences engage with cricket. The platform offers a seamless streaming experience that caters to the diverse preferences of fans.

The shift from traditional television to digital platforms has been swift and decisive, and Tamasha has been at the forefront of this revolution. Through its user-friendly interface and extensive coverage of cricket matches, Tamasha has become the go-to destination for fans seeking live action, analysis, and behind-the-scenes insights.

But Tamasha's impact goes beyond mere viewership numbers. By leveraging the power of digital platforms, Tamasha has created a vibrant community of cricket enthusiasts, fostering a sense of belonging and camaraderie among fans.

From live chat features to interactive polls and trivia sessions, Tamasha offers a truly immersive experience that keeps fans coming back for more. Moreover, the allure of digital engagement extends far beyond mere viewership.

The Tamasha Insights Report also found that compared to digital platforms, TV commercial airtime costs double to reach only half the audience. Brands can optimize their marketing spend and maximize audience reach by including digital mediums in their communication mix.

Digital platforms such as Tamasha offer cost-effective advertising solutions and unparalleled reach, ensuring brands can connect with a diverse and expansive audience base worldwide. Embracing digital channels allows brands to achieve greater ROI and efficiency in their advertising campaigns, aligning with the preferences of today's consumers who increasingly turn to online platforms for content consumption.

By leveraging its digital presence, Tamasha provides advertisers with a cost-effective alternative to traditional television advertising. This not only allows brands to stretch their advertising budgets further but also provides greater flexibility in targeting specific audience segments with precision

Tamasha offers a competitive edge, providing brands with a platform to amplify their message and stand out from the crowd amid thrilling cricket matches.

Considering factors like streaming quality, product features, and consistency in cricket tournament covering played a crucial role in the choice of digital platform, Tamasha topped the charts with over 96% viewership for the Asia Cup and 77% for the ICC World Cup '23. A platform that supports ad-free streaming and is packed with user-friendly and exciting features. Sounds like a win-win for cricket aficionados.

In the riveting game of cricket and advertising, Tamasha is the ultimate player to watch, poised to capture the hearts, minds, and screens of cricket fans around the world. So, join the revolution, embrace the digital age, and experience the magic of cricket like never before, only on Tamasha.