Chennai: The football world cup, which concluded last week attracted sports lovers across the globe to the internet. And the major portals and mobile content providers in India cashed in on the football fever to redesign their content.
According to Hindustan Times general manager, Business Development, Salil Kumar, the online revenues for HT Media increased 5-7 per cent during the matches. He also said the number of hits on the website during the prime time (9.30 pm) reached an average of 15 lakh, post midnight 20 lakh and at 6.30 pm 5 lakh.
Several online advertisers like LIC Housing, Lenovo took full advantage of this. Says chief media revenue officer, Rediff.com India Limited Arvindra Kanwal, "The increased page views resulted in more ad inventory which in turn resulted in better revenue."
He adds, "Football as a platform brought a set of advertisers like Ranbaxy, Maruti Swift, Gillette, Microsoft, Apollo Tyres and others".
According to the president, Internet & Mobile Association of India (IAMAI) Dr Subho Ray, the football world cup shows that the internet has emerged not only as an alternative medium but as a parallel medium to a large section of the people in India.
"Websites and mobile content companies are gradually realising the potential of both these mediums and hence are increasingly beefing up their content for such mega events and in the process successfully attracting more and more users and advertisers".