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Down Under India thunder: Advantage Star Sports

20-January-2004
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Down Under India thunder: Advantage Star Sports

Sunday, January 18 saw India trounce Australia in a One Day Cricket match. The nail biting finish made it all the more exciting. Advantage – ESPN Star Sports. The India-Australia series, though exciting, has been much of a one sided affair till this one, especially in case of India playing in Australia. And even the channel would not have thought that the Indian team would play so well, and they would garner good ratings.

While the ratings are supposed to peak during the One Day Triangular series, five day matches themselves have delivered as far ESPN Star Sports is concerned. Let us look at the channel share of Star Sports in the duration when the test match series was being played.

The series started on the Thursday of the week 49 (December 4) – and for that week Star Sports’ channel share reached 2.37 from .85 in the previous week – an almost a 300% jump. In week 50, it acquired a channel share of 5%, which became 6.54% in the following week and came down to 4.25% in week 52. It shot up to a channel share of nearly 8 in week 1 of 2004, and more or less stayed there in the week 2.

Average ratings for the first test match hovered close to 2 with a peak of 3.64 on day 4. The second match was in the vicinity of 3.5. It reached a high of 7+ on the last day of the match. The third match again delivered ratings close to 3.2 with a high of 5.66 on day one itself. It was the last match of the series, however, which took the cake as far as ratings are concerned – it delivered average ratings close to 5, with a high of 7.17 on day 4.

In recent times, we have hardly seen ratings anywhere close to this for test matches. Add to it, the involvement levels that Cricket offers. As a result, a lot of advertising clients have signed up with ESPN STAR Sports. The new advertising clients include Pidilite, Shaw Wallace, ICICI Prudential, Goodlass Nerolac, Heinz and Medimix.

As is known, Samsung is the presenting sponsor of the current tour to Australia. DHL, Perfetti, Rajasthan Spinning, Asian Paints, TVS, Gillette, Hutch and Coke are the associate sponsors of the test series.

And before we sign off, the ratings for the first India–Australia ODI in the tri-series (India – Australia – Zimbabwe) going on in Australia — they averaged close to 9. Perhaps it would translate into few more advertisers for ESPN Star Sports. This time on ESPN!

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