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A Quantitative Social Media AnalysisAi??ofAi??Pro Kabbadi 2016 Advertisers

Star Sports Pro-Kabbadi recorded theAi??fourth consecutive season growth in its viewership, growing 51% over the last four seasons on a cumulative basis.

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While it was difficult to find sponsors for the 1st season, the 4th season of Pro-Kabbadi saw 12 sponsors coming on -board compared to only 9 for season 3. Meanwhile, the teams are also becoming popularAi??giving regional brands a chance to connect with their audience.

This year, the PKL also featuredAi??Womenai??i??s Kabaddi Challenge for the first time. Unexpectedly, with anAi??average 6.7 million impressions (BARC data), this isAi??highest rated womenai??i??s game in India till date–2.9 times moreAi??than the previous high of 2.9 million impressions recorded for the ICC World T20 2016 second semi-final game between New Zealand and West Indies.

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An Indian gameAi??with rising popularity, PKL is now an amazing opportunity for advertisers to connect with the audience on a subtle level. So we tracked the social media campaign of 37 brands connected with PKL using our in-house tools to seeAi??how they used the opportunity to connect with audience.

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