If 95% of homes in South India have TV, why are 60 per cent of ads on Sony Six in Hindi?

Nearly every home in South India has TV, if you believe the broadcast industry’s measurement body, which necessarily has a vested interest in pumping up numbers like these.

In the five southern states, six if you include Goa, you will hear Telugu, Tamil, Kannada, Malayalam, Urdu, Marathi, Konkani, Tulu, Kodavatak, and of course, English and Hindi.

Yet, most advertisements on the sports channels—one of the more secular viewing experiences—are in Hindi.

In the ongoing England vs India series on Sony Six, you will find 9 ads (Apple, Byjus

Big Basket, Suzuki, Skinn, Swiggy, Pulsar, Sterling Reserve Amazon) communicating their messages in English, a language more common in the southern states, certainly among cricket watchers.

On the other hand, you have 15 ads with taglines and punchlines in Hindi: Ceat, Kent, Airtel, Macdonalds, Fogg, Havells, Idea, Prepair, Redmi, MRF, Wild Stone, Amazon, Cars24, IDFC bank, Sony Liv).

9 English ads versus 15 Hindi ads.

For Test cricket, which surely has a greater following in South India than the cowbelt states, where the favourite sport currently must be lynching?