04 February 2023 17:33

MediAvataar's News Desk

MediAvataar's News Desk

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In 2026, for the first time ever, the World Cup will be spread over three countries. Sixteen cities across the U.S., Canada and Mexico will host matches, giving brands and advertisers a chance to expand their reach and build connections with growing football fan bases across North America—if they know where to look.

The tide of popularity is turning for football in North America, to the benefit of sponsors and advertisers. Since 2015, the U.S. has added 10 clubs to the MLS, while Canada founded the Canadian Premier League in 2017 with 8 current teams and Mexico’s Liga MX boasts some of the largest crowds of any North American league1.

This new popularity is creating hotspots of football fan bases across future host countries. In Canada, for instance, interest in football in general has increased 32.8% since the announcement that the country will host ten 2026 World Cup matches. And according to Nielsen Scarborough, in the U.S. Houston is the 2026 World Cup host city with the most football fans per capita, followed by Los Angeles and Miami/Ft. Lauderdale.

World Cup host cities are home to their own football clubs, so fan concentration in these areas makes sense. But, importantly, the popularity of local teams can spread to surrounding areas, enlarging the sphere of influence for advertisers that partner with regional teams or athletes.

To reach these fans, advertisers are using social media sites like Twitter, TikTok and Twitch. According to Nielsen’s 2022 World Football Report, while free-to-air television is still the preferred method of viewing matches (81%) for football fans who watch sports, social media is now a go-to platform, with 72% of fans claiming they use apps to watch the action.

And when their teams do well, fans flock to social media to follow and like and engage with content. The Canadian men’s team, for example, saw a significant increase in social media content & interactions in the 2021/2022 season after qualifying for their first World Cup in 36 years. The women’s national team saw a similar increase in social media engagement when they won gold in the 2021 Tokyo Olympics.

World Cup qualification increases social media engagement for Canadian football

The Canadian Men's football team saw an increase in social media content and interactions after their World Cup qualification. The women's national team saw a similar increase in engagement when they took gold at the 2021 Tokyo Olympics.

The qualification also sparked interest in football for Canadians in general, with 35.6% saying they are now more interested in watching football than before the team qualified for the World Cup, according to Nielsen Fan Insights.

National team football fans in each host country prefer YouTube for sports news and content. While Twitch is among the lowest used by percentage, fans over index significantly on its use compared to the general population. To further expand its reach for the 2022 World Cup, Twitch is adding a live streaming component to their coverage for the first time, granting Brazilian Twitch influencer Casimiro Miguel the rights to stream matches to his millions of followers.

In addition to the notable on-screen audience exposure that sponsors receive on both live TV and social media, Nielsen’s 2021 Trust in Advertising study found that brand sponsorships in sporting events rank just behind recommendations from friends and family, as 81% of consumers reported either completely or somewhat trusting them (vs. 89% who trust recommendations). Football fans are also eager to learn more about the brands sponsoring their favorite team—56% of percent actively inform themselves about brands engaged as a sports sponsor.

But football sponsorships are more than an opportunity to increase brand awareness—they can be the key to staying top of mind with fans when it comes time to make a purchase. According to Nielsen Fan Insights, 67% of football fans think brands are more appealing when they participate in sports sponsorships, and 59% would pick a sponsor’s product over a competitor’s if price and quality are the same, compared to 45% of the general population. And Nielsen’s 2022 Global Sports Report found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase.

As the 2022 World Cup heads to the first match, winners and losers will be decided both on the field and off, with advertisers tallying up the cost of sponsorship against the impact on brand awareness and revenue. Brands that want to get ahead of the game for the 2026 World Cup and start making early inroads in North America need to start planning now for campaigns that can build on the momentum of 2022 and turn today’s fans into tomorrow’s customers.

Beanly, an early stage consumer brand in the coffee space and an early stage D2C startup known for innovations in the coffee category closed their seed investment from a clutch of angel investors who are marquee names in their fields.

Founded by Rahul Jain and Samayesh Khanna, Beanly has the vision of making quality coffee convenient while making sure it tastes fresh months after its been ground and packed.

Beanly is on a mission to simplify coffee for an everyday consumer and at the same time make it fun for them !

Beanly as a brand is known for its manufacturing prowess and is the first start up in coffee space to introduce nitrogen infused coffee to keep it fresh and also pour over coffee etc

Made with the finest arabica beans sustainably grown in Karnataka, India, Beanly offers a range of category-first products backed by science and is freshly roasted in New Delhi. The products are available on the brand’s website and in numerous other online marketplaces. The company plans to use the funds to grow its presence across online and offline channels.

“We’re excited to further our mission to make quality coffee a household staple. We have white labeled our products for several coffee players over the last 3 years and watched the freshly brewed category develop immensely” the founders said. “We now think the time is right to focus on our brand and build Beanly's presence online and offline”.

Driven to become a major player in the segment Rahul & Samayesh added, “As part of that mission, we’re committed to elevating the undervalued but significant coffee industry in India ''.

Investors in the seed round include many seasoned entrepreneurs and serial entrepreneurs like media entrepreneur Dr. Annurag Batra, Chairman at BW Businessworld and exchange4Media Group, Deep Bajaj & Mohit Bajaj, Founders at Sirona Hygiene, Insurance Veteran and Startup Investor Rohit Jain, Vikash Chowdhury, and Abhishek Ravi.

Dr. Annurag Batra added, "Coffee consumption is growing in India at a rapid pace. Beanly is well positioned to accelerate and trailblaze that coffee culture”. He further added,” I have known Samayesh and Rahul for a long time and I have seen the speed at which they innovate”.

"Both Samayesh and Rahul are incredible founders who love coffee like no one else we have ever met! Their passion and drive are infectious. The kind of innovations they have brought in the category and wish to bring in the future has the potential to disrupt this segment and hence we decided to support them” added Deep Bajaj.

Beanly aims to be amongst the top three coffee brands in the country in the next 24 to 36 months and is ramping up its manufacturing , operations and retail presence in digital and all retail formats with this investment and is likely to raise more capital in the first quarter of 2023 for its Uber scale up.


Presented by ZEE Studios, Outsiders Films and Echelon Productions, ‘Blurr’ will stream on ZEE5 Global, December 9, 2022

ZEE5 Global, the world's largest streaming platform for South Asian content, has set a benchmark when it comes to thrillers and is all set to announce its next. The platform today announced the premiere of its direct to digital movie – Blurr. Produced by Zee Studios, Outsiders Films and Echelon Productions, the film is a psychological thriller starring Taapsee Pannu and Gulshan Devaiah. Directed by Ajay Bahl, the movie will premiere exclusively on ZEE5 Global in Hindi with subtitles.

Written by Ajay Bahl & Pawan Sony, Blurr is the story centred around a woman, her struggles and how she fights back overcoming her ordeal. This visually distinctive film revolves around Gayatri played by Taapsee Pannu who is slowly losing her sight whilst trying to investigate the death of her twin sister. Taapsee Pannu’s never seen before avatar and the plot twists will keep you hooked in shocking ways.

Archana Anand, Chief Business Officer, ZEE5 Global said, “At ZEE5 Global,we have constantly focused on expanding the horizon of storytelling by catering to the evolving needs of our viewers. The year 2022 has been powerpacked with blockbuster titles for us and we are now extremely excited to unveil the Taapsee Pannu starrer ‘Blurr’ as a direct to digital release on our platform. With a unique storyline and a stellar cast, we are certain that this horror thriller will keep our global audiences hooked to their seats.”

Shariq Patel, Chief Business Officer, Zee Studios said, “Zee Studios is committed towards consistently elevating the scale of its content. 'Blurr' comes with an extremely talented cast led by Taapsee, who has broken barriers with this one. She is an absolute delight to watch. Looking forward to bringing this fabulous film to audiences on ZEE5 Global."

Producer and Actor - Taapsee Pannu said, Thrillers form an important part of my filmography and Blurr was one such a script that kept me on the edge with its screenplay and the situations the protagonist was thrown into throughout the film. That’s why it was an immediate yes when Vishal reached out to me for this project. Having shot almost half the film blind folded I am taking back home a lot of memories and real bruises which truly made me value the clear vision even more. After section 375 I was really looking forward to working with Ajay sir. I hope the OTT audience is ready for some thrills and chills with this one.”

Producer Vishal Rana said, "It gives me immense joy as we announce the release of Blurr. It is not just a film but an experience to live and I'm sure that the audiences will enjoy every single moment of this edge of the seat thriller."

Producer Pranjal Khandhdiya said, “In today’s times, the biggest challenge for making good films is to find right collaborations. For us, Zee Studios & ZEE5 Global have been the strong support always. Blurr is a special film for Taapsee and I and we promise that audiences will have a never before experience watching it.”

To all the fans of eerie environments and pure terror, brace yourselves for ‘Blurr’ arriving on ZEE5 Global soon!

‘Blurr’ will exclusively premiere on ZEE5 Global, December 9, 2022

Within 6 weeks of launch, the season has reached out to over 127 Mn viewers on COLORS and 600 Mn on Voot

On COLORS digital, with 3 billion reach, the show has the largest share of voice amongst Hindi General Entertainment shows

With unrivalled fandom and trendsetting social media presence, COLORS Bigg Boss yet again stands true to its legacy of being a nationwide phenomenon. Hosted by megastar Salman Khan, the 16th edition of the cult show has bagged the No.1* spot in the non-fiction category. Six weeks of endless drama and unmatchable entertainment, the season has reached over 127 million viewers with over 36 billion viewing minutes on COLORS and 600 million viewers on Voot. The current season has witnessed a whopping 41% increase in viewership on COLORS and 40% growth in consumption on Voot.

Bigg Boss 16’ has the viewers on edge as they watch the contestants fight for survival in the house, perform daily chores and execute tasks. For this game-changing season, COLORS launched a 360-degree high-impact campaign across platforms to establish the theme of the season, ‘Game badlega kyunki ab BIGG BOSS khud khelega’. From giving fans for the first time a chance to interact with the contestants to unveiling the house with a digital creator, to launching the Bigg Boss Twitter emoji, the show generated 20 million conversations and multiple organic trends. With this and much more, the ongoing season earns a whopping reach of 3 billion along with 1 billion views and 97% of the share of voice in the GEC sector, the highest among the shows in the GEC space on social media. Apart from its high engagement on COLORS social media platforms, this season has also engaged with over 1 million Voot users through interactivities such as Boss Quiz, and Video Vichaar amongst others.

Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18 said, “With daily social media trends, high audience engagement, and the no.1 spot, Bigg Boss has yet again established itself as not just a cult show, but an emotion that the nationwide audience celebrates. It’s a platform that continues to provide advertisers with innovative ways to engage with the viewers and we are thankful for their support on the show. With weeks of drama yet to unravel and tasks to be performed, we promise to deliver to our audience unparalleled entertainment and look forward to their continued love.

Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18 added, “15 years long association of Bigg Boss with the audience is in itself a testament to its popularity. We truly believe that the innovative theme, the exciting line-up of celebrity housemates, and Bigg Boss’s ultimate gameplay have led to the success of the 16th edition of Bigg Boss. With more twists and turns in store, we hope to continue to surpass viewers' expectations with this season.”

As one of the most talked about reality shows in the country, ‘Bigg Boss 16’ has attracted a host of brands as it serves as an ideal platform to communicate and engage with the audience. The 16th edition is powered by TRESemmé, has Ching’s Schezwan Chutney on board as its Special Partner, MyGlamm as its Make-up Partner, Garnier Men, Hershey’s Kisses, and Danube Properties as the associate sponsors.

For endless excitement and drama, continue watching ‘Bigg Boss 16’ powered by TRESemmé, Special Partner Ching’s Schezwan Chutney, and Make-up Partner MyGlamm every Monday to Friday at 10.00 PM and every Saturday – Sunday at 9.30 PM only on COLORS and Voot.

India's first international news network WION and Carnegie India are pleased to announce a broadcast partnership for the 2022 Global Technology Summit.

The Global Technology Summit is Carnegie India's annual flagship event, co-hosted with the Ministry of External Affairs, Government of India. It is also supported by the Government of Karnataka.

As a broadcast partner, WION will cover crucial discussions on geopolitics and technology policy throughout the three-day event.

"We at WION have always believed that media and technology are force multipliers, and the partnership with Carnegie India is a natural extension of our network's effort as a thought leader to drive dialogue and debate as the world strives for solutions," said Madhu Soman, WION's Chief Business Officer.

Vikram Chandra, Founder of Editorji Technologies, will moderate a discussion on behalf of WION, on the theme "Local Content: Instrument of India’s Soft Power Globally" on December 1, 2022. The collaboration comes against the backdrop of India taking over the G-20 presidency this year.

Speaking of the partnership Chandra said, “We have been seeing the most dramatic global transformation on the back of technology. It is great to see India now at the cutting edge of many of the changes. This should now include an effort to combine content and technology to effectively project soft power.”

"We're delighted to be partnering with WION for the 7th iteration of the Global Technology Summit. This partnership will expand the reach of critical conversations around technology policy to a global audience," says Shruti Sharma, Senior Convener of the Global Technology Summit.

The 2022 Global Technology Summit will be held from November 29 - December 01, 2022, in a hybrid manner. More information is available on GTS2022.com. WION will air the best of the Global Technology Summit throughout the event across all its digital and linear platforms.

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