IMRB has released data which shows how audiences were watching the India-Sri Lanka World Cup finals on Saturday, April 2. 2011. IMRB, which has recently instituted WAM, a panel-based web-metrics tool, measured how the cricketing websites have fared during the World Cup. India had three high tension matches in a row, which led to the team winning the World Cup, and while everyone was expecting television ratings to be high, IMRB states that on the day of the final, all the cricket websites attracted a little over 4 million unique visitors.
Further, the analytics company stated that on average, fans spent around 38 minutes on these websites, mostly between 12 pm and 6 pm, where 3.0 million users were looking at cricket-related content on the Internet. A little over 2 million users got their updates after 6 pm. Around 1.73 million visited ESPNStar.com, and 1.7 million went to Cricinfo, while Yahoo! Cricket got 1.6 million viewers.
The time users spent on these websites was also quite varied. An average Indian fan was at Espnstar.com/cwclive for 41 minutes, and on Cricbuzz.com for nearly half an hour. On an average, people spent 25 minutes on Cricket.yahoo.com and 21 minutes on Espncricinfo.com.
Tarun Abhichandani, Group Business Director, eTech Group, IMRB International, said, “Almost 30 per cent of the 14 million Internet users accessed cricketing websites during the World Cup finals. With the next season of IPL, scheduled to start in the next few days, it will be interesting to see how the numbers stack up.”