While rain may have played a spoilsport, millions of cricket fans enjoyed the Caribbean contest. The series generated 3% TVRs which came very close to 3.2% TVRs recorded during the India-Australia test series last year. Amongst five tests played, Test 3 generated 3.5% TVRs, which makes it one of the highest watched test match in recent times. Click more to read detailed analysis and viewership charts.
Across 5 test series, the average viewership numbers stood at about 2.5% TVRs. To compare with other recent test series, India - Zimbabwe series on ESPN could muster only 2.3% while India-Sri Lanka on MAX managed below 2% numbers.
Chart 1: The 9 city picture. Test 3 & Test 5 outperform
TG: TG: Male, SEC ABC, 15-44 Yrs in CS HHs
*Test 1 and Test 3 lasted only 4 days. Average across 4 days only
While cricket was certainly not outstanding, with both Sachin and Lara failing to hit big tons, it was the schedule and timing of telecast that brought about these relatively high viewership numbers. Most tests had Day 3 & 4, perhaps the most exciting and 'safe' days in test cricket (for spot scheduling), as they are full of turning points, overlapping with weekend. With telecast starting at 7 PM, the schedule also coincided with primetime.
Which center clocked the maximum viewership? Calcutta, certainly. In most dayparts Calcutta had twice the percentage of people watching the local lad Saurav lead. Certainly, your cricket plan must have over delivered in Calcutta. But under delivered significantly in Chennai. Average ratings were low, hovering around 1.5% mark.
Chart 2: Cricket Crazy Calcutta.
TG: Male, SEC ABC, 15-44 Yrs in CS HHs
* Test 1 and Test 3 lasted only 4 days. Average across 4 days only
So when all these people were watching ball hitting the bat, what was happening to the favorite saas-bahu soaps. Well, Sony suffered the maximum damage. See Chart 3 below. Other entertainment also suffered some fall. The average fall in primetime viewership across top 3 channels is close to 25%. Interestingly, new channels particularly Aaj Tak did not have much impact. Was it because they were playing Cricket there also - Cricket AajTak!
Chart 3: Channel share movement in 9 city.
Male, SEC ABC, 15-44 Yrs in CS HHs
So while the ugly cousin Test cricket may have done much good to your plan, the rain-washed ODI are certainly a cause of worry. Of 5 games, two ODIs were washed out completely while another one was reduced to a mini-match of only 25 overs.
So what happened to the remaining ODI? Catch up first on exchange4media.
