Time today is spent most on mobile screens than TV screens. At present, our digital spends are about 8-10 per cent of our total ad and marketing budget. We see this going up to 15 per cent in the next few years.- R S Sodhi, managing director, Gujarat Cooperative Milk Marketing Federation, owner of Amul

When India beat Pakistan in its first cricket match of the ICC World Cup 2015, in Adelaide on Sunday, the team created history in more ways than one. First, it maintained its unbeaten World Cup record against its arch-rival. And second, the match recorded a little more than 25 million views on the digital platform in India — one of the highest for a single game in a sporting event across the globe in one country — according to data from STAR India, the official broadcaster. No other sports event — including premier American football event Super Bowl or Wimbledon tennis — is anywhere close.

Advertisers acknowledge the shift in viewership. Said Saurabh Baisakhiya, business head (air-conditioners), LG Electronics, a prominent national advertiser and an ICC Cricket sponsor: “Time today is spent most on mobile screens than TV screens. At present, our digital spends are about 8-10 per cent of our total ad and marketing budget. We see this going up to 15 per cent in the next few years.” R S Sodhi, managing director, Gujarat Cooperative Milk Marketing Federation, owner of Amul, one of the largest consumer goods brands in India, said the medium digital attracted the youth who have the purchasing power. That is why the company is looking at increasing its digital advertising budget to around 10 per cent in a few years from two-three per cent currently.

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