Cricket has become religion in India and if we go by AC Nielsen’s TAM ratings this sounds true. India's historic win at Lords in the NatWest cricket finals brought in a record high viewership for ESPN, a high of 19.31 points.
According to TAM Media Research, India's win in the finals at the Lords on July 13 registered an average rating of 11.5 Television Viewership rating points (TVR) for all cable and satellite (C&S) homes in India in the 4-years plus age category. For the FIFA World Cup finals, the TVR generated was at a whopping 5.92. The NatWest finals did better.
According to ESPN-Star Sports, the final hour of the four-hour telecast of the finals on ESPN generated an average of 14.7 TVR even as the a high of 19.31 TVR was recorded for the entire C&S universe during the quarter hour from 11.00 to 11.15 p.m.
Says Manu Sawhney, managing director of ESPN Software India: "The record high of 19.31 TVR registered during the finals is almost 62 per cent higher than the second highest rated television programme this year. ESPN Sports is the highest penetrated among encrypted channels across India."