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Cricket back as hot property with upcoming ODI series, says OMS Study

06-December-2005
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Cricket back as hot property with upcoming ODI series, says OMS Study

We are at the helm of an action packed cricket events line up. And what with India’s good performance in the just concluded India-Sri Lanka ODI series, cricket is back in reckoning for the audience and hence, naturally the media fraternity.

With cricket, it is difficult to separate the passion and rational investment decision not just in clients but also media planners. Therefore, before the frenzy grips us, it is better to rationally evaluate the big upcoming cricket series – Asia Cup (February, 2006) and India vs Pakistan ODI (January-February, 2006).

The excitement and tightness of ODI completely differentiates itself from a Test, thereby, getting the eyeballs and also the biggest share in the cricket wallet. A study by OMS evaluates the Asia Cup and India-Pakistan ODI series in male TG (15 yrs +, SEC ABC, CS).

The analysis attempts to estimate what these tournaments would deliver in terms of TVRs in male TG. Secondly, based on current channel prices from different genres, the OMS study has tried to put a logical price for these matches.

The Asia Cup involves a total of 13 matches, and six teams with varied international rankings. There would be at least three high power India matches, where India plays against either Pakistan or Sri Lanka, even if India does not play the finals. However, the TVRs from these three matches would be diluted by the number of non-India matches (seven in total, out of which six are non-productive that involve at least one weak team).

The estimated Tournament TVR for ESPN-STAR Sports stands at 4.0 to 4.2. Asia Cup is an established tournament, which will definitely add good salience to a media plan. Mitigated by weak matches, the average tournament TVR would not cross 4.2.

Meanwhile, the India-Pakistan ODI series is a 5-match series happening in Pakistan in January-February, 2005, preceding the Asia Cup. The ODI series is similar to the recently concluded India-Sri Lanka ODI in India in which excitement levels were high throughout, since two good teams were playing. This series fetched an average TVR of 5.7 and 4.7 on DD Sports and DD1, respectively. Thus, an average Series TVR of 10.4.

The India-Pakistan ODI series will fare better with Pakistan as the opposing side. It will have at least two day/night matches. The average Series TVRs on Ten Sports, keeping in mind low connectivity, will be in the range of 11.5 to 11.7.

This difference in average TVR between Asia Cup and India-Pak ODI is primarily because of weak matches more than averaging the good matches’ performance in Asia Cup. Thereby lowering the average TVR for Asia Cup as against all good matches in the India-Pak ODI.

For full study, see Media forecast for upcoming Cricket series

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