BARC Ratings: ISL matches face viewership decline during India-South Africa matches
October 2nd marked the start of the Paytm India vs South Africa Series which included three T20 matches, five ODI matches and four test matches. This is one of biggest sports properties currently running on television. At the same time on October 3rd the second edition of the Indian Super League (ISL) was kick-started. Both these sport properties are being played on the Star Network channels. The Star India network has leveraged all its sports channels, apart from other channels such as Star Gold, Jalsha Movies and Asianet Movies, for these tournaments.
Ratings of ISL and India-South Africa series
According to the from BARC week 40 (October 3 – 9, 2015) All India: NCCS All C&S 1lakh+, in the India vs South Africa series the 2nd and 3rd T20 matches was to take place on during the week. The 2nd T20 match on October 5 scored the high ratings of 2 million (2,142,000) on Star Sports 3 which has the Hindi feed. The same match on Star Sports 1 with the English feed got in ratings of 1.6 million (1,680,000). The Paytm T20 Trophy 2015 Live – Mid Show on Star Sports 1 on the other hand brought in ratings of 1.3 million (1,357,000) and the same show on Star Sports 3 brought in ratings of 763,000. The 3rd T20 match between the two countries which was to be scheduled on October 8 was cancelled with South Africa winning the first two T20 matches.
While ISL was played on the Star Sports 1, 2 and 3 most of the ratings came from the regional channels and movie channel Star Gold. According to BARC data All India 4+ C&S 1lakh+, Asianet Movies in match 4 played between Kerala Blasters FC and Northeast United FC gained the highest rating of 671 (‘000s). Asianet Movies also got high ratings of 346 (‘000s) for the match between Delhi Dynamos FC vs Chennaiyin FC. The ratings of Star Gold for the same match were less than half at 307 (‘000s). Jalsha Movies too rated high especially for the two Athletico De Kolkata matches, one versus Chennaiyin FC the other versus FC Goa. Jalsha Movies for match 1 versus Chennaiyin FC got ratings of 362 (‘000s) and versus Goa FC got ratings of 340 (‘000s).
Star Gold gained the highest ratings for almost all matches during the week. Match 1 between Chennaiyin FC and Athletico De Kolkata got the highest ratings of 409 (‘000s). Match two between FC Goa and Delhi Dynamos FC similarly got the highest ratings of 307 (‘000s). Match 3 between FC Pune City and Mumbai City FC got the highest ratings of 249 (‘000s). Match 4 between Kerala Blasters and Northeast United saw Star Gold get the second highest ratings of 307 (‘000s). Match 5 between FC Goa and Athletico De Kolkata saw the channel get second highest ratings of 267 (‘000s). Match 6 between Delhi Dynamos and Chennaiyin FC saw Star Gold on top with ratings of 359 (‘000s). Finally in match 7 of FC Pune City and Northeast United saw Star Gold get the maximum ratings of 276 (‘000s).
ISL match sees a dip during India-SA match days
October 5 was the second T20 match between India and South Africa. It also had FC Pune City and Mumbai City FC on the same day at the same time 7pm. As a result Star Sports 1 and Star Sports 3 was used to play the cricket match instead of the ISL match. Though the ISL match was played across the other channels such as Star Sports 2, Star Gold, Jalsha Movies and Asianet Movies the ratings were the lowest among all the other matches played during the week. Star Sports 2 ratings of the ISL match was the lowest during the week at 59 (‘000s), Star Gold too was the lowest ratings during the week at 249 (‘000s). This was the same with Jalsha Movies and Asianet Movies that recorded the lowest ratings during the week at 148 (‘000s) and 77 (‘000s) respectively.
On October 8 the 3rd T20 match was expected to be played and hence the ISL match between Delhi Dynamos and Chennaiyin FC was not broadcast on Star Sports 3 and 1. However, the T20 match was abandoned and this was reflected in the ratings as the ratings of the ISL matches on all the other channels rose high. The feed on Star Sports 2 got its highest viewership during the week and registered ratings of 216 (‘000s). Star Gold recorded its second highest viewership after the first match of ISL with 359 (‘000s). Similarly, Asianet Movies ratings rose to 346 (‘000s) and Jalsha Movies too recorded ratings of 178 (‘000s).
The other days on which no matches between India and South Africa are played have seen a reasonably higher viewership for the ISL matches. This goes to show that cricket has a higher pull over audiences even in football centric markets such as Kerala and West Bengal.
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