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FIFA World Cup finals, IIFA numbers bring cheer to media planners

FIFA World Cup finals, IIFA numbers bring cheer to media planners

Author | Khushboo Tanna | Thursday, Jul 22,2010 8:48 AM

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FIFA World Cup finals, IIFA numbers bring cheer to media planners

The month-long FIFA World Cup fever had the nation in its grip. And the ratings coming in support the optimism of media planners about this mega event. For those not so soccer-crazy, there was the IIFA Awards, which was aired on Star Plus the same day as the World Cup finals, albeit in the prime time band. The numbers generated there, too, have not disappointed media planners.

The FIFA World Cup final match between Spain and Netherlands managed to get a rating of 4+ TVR in the metros, which media experts were expecting. Now TAM has released the data for the final match for all the markets and these numbers, too, have made the media professionals happy.

The FIFA World Cup final match, which was telecast on July 11, 2010, has managed to get a TVR of 2.52 (C&S 4+, All India). A whopping 64 million people watched the match, while the average TVR for all the matches stood at 0.83 TVR.

While most people were of the opinion that a higher percentage of the viewership would come from the metros and from a youth TG, the numbers have put a twist to that tale. The highest viewership was recorded from SEC B (34 per cent), followed by SEC A (25 per cent), SEC D/E (22 per cent) and SEC C (20 per cent). As far as viewership by age is concerned, the age group of 35+ years recorded the highest viewership (47 per cent), while the age group of 15-24 years was just half of the previous number and constituted 22 per cent of the total viewership.

Kartik Sharma, GM, Maxus, felt that one reason could be the time of telecast. The matches would start at midnight and that would be late for the younger age group. “Had the matches been telecast during prime time, the youth viewership would have seen greater numbers,” he noted. He further said genuine interest in the game was increasing.

As expected, male viewership overshadowed female viewership, with 67 per cent of the viewership coming from men (4+ years), as compared to female viewership (4 + years) of 33 per cent. Hariharan Vishwanath, National Head - Buying, MEC, noted, “While a lot of the female viewers came from the metros, there would have been a substantial number of women from smaller towns as well, since those houses are still single TV households and as such, women would become passive viewers of the game.”

Amidst the football frenzy, IIFA Awards aired on Star Plus managed to hold its own despite the controversy over the event being hosted in Sri Lanka. The mega event managed to get a rating of 4.9 TVR (C&S 4+, HSM). According to Vishwanath, “This is a good number for an awards show. Star Plus is making a mark with its awards show coverage, for example, the Star Parivaar Awards, which managed to get a TVR of 7.18 TVR (C&S 4+, HSM).”

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