Individuals 4 years and above in all TV Hhlds                                 Source: TAM Peoplemeter System

For every 100 walk-ins, the retention of audiences is much higher for an India-Pakistan match Vs Kuch Kuch Hota Hai. The above table makes an interesting reading when it reveals that for every 100 people walking into the respective programmes, 58 of them watched 50% of the entire duration of the cricket match, while only 44 people watched the 50% of the movie duration. This proves the ability of a cricket match to retain audience is far greater than even the big budget investments like blockbuster movies. This results in high time spent watching cricket as compared to other programmes.

Figure 2 analyzes the cable & Satellite audiences 4 years and above for the time spent watching television for the TAM markets at that time

* 4 Week average immediately prior to the World Cup                                        Figure 2

The total television viewing has increased by 95 minutes per week during the time of the world cup. As expected, the weekly time spent on sports channels has zoomed up, South channels and Hindi mass channels are the ones that have lost the highest time spent. The time spent on Music and News channels has remained almost constant, though on a small base.

                                                         Source: TAM Peoplemeter System

Increase in time spent has led to a corresponding increase/decrease in the respective channel share with respect to viewership. Thus mass channels, both Hindi as well as the South mass channels, have lost their shares while music channels continue to retain their shares.

Advertising on Press
Not only in television advertising but World Cup 1999 also caused remarkable aberrations in the press spending behaviour, thus providing an insight into their media strategies.