TAM Sports has released the interim ratings for four more matches of the ICC Cricket World Cup 2011 for the target group C&S 4+ in the six-metro market, the most awaited one being the India-England match played on February 27, which has scored a 12.63 TVR. The match was scheduled at 2.19 pm on a Sunday for a duration of 506 minutes.
The India-England match had a smooth run after weather conditions in Bangalore seemed unfavourable a few days prior and kept audiences on tenterhooks as it ended in a tie at 338/8. A compelling gameplay by England captain Andrew Strauss saw him scoring 158 at the M Chinnaswamy stadium in Bangalore last Sunday. India had opted to bat with Virender Sehwag and Sachin Tendulkar giving a good headstart. Fans witnessed Tendulkar’s fifth World Cup century, the most by any player. This is the one of the only four tied games in the World Cup history so far.
The India game factor
Peaking at 24. 09 TVR, which is the highest so far when compared to the opening match this season between India and Bangladesh, which grossed a 7.3 TVR and peaked at 12.48 TVR in the six-metro market. The match has garnered a viewership of 31,339,000 in these markets.
Compared to the data of the last World Cup in 2007, matches such as India-Bermuda scored a top rating of 10.96 TVR with a viewership of 22,884,000. The second top scored in the last World Cup was the India-Bangladesh match, which pulled in a rating of 9.56 TVR. The India-England in the World Cup 2011 stands as the highest rated match in the six-metro markets so far.
In the digital universe, the match scored a 14.49 TVR, reaching out to 5,180,000 viewers, while terrestrial has recorded 9.76 TVR, both being higher than the India-Bangladesh match this season.
The broadcast sponsor channels on the RSPN-STAR Sports (ESS) network have garnered a 7.26 TVR on Star Cricket with a viewership reach of 21,112,000, a 2.58 TVR on Star Sports and 1.07 TVR on ESPN. DD1 gained a rating of 1.81 for the match, reaching 9,142,000 viewers.
Media Planner Talk
As per media planners, this match had high expectations to perform well in all markets and as is clear, it has matched up to most estimates.
Speaking to exchange4media, NP Sathyamurthy, CEO, Karishma Initiative, said, “Ratings from all India matches have surpassed expectations. On an All-India level, the numbers may be a little lesser.”
Commenting on the six-metro numbers, Rajneesh Chaturvedi, National Director, MEC Access, said, “The India-England match was an extraordinary match, and the peak rating is extremely good. The nature of the match sustained interest levels through the game.” Estimating the All-India performance for the match, he added, “The numbers are slightly better than predicted and the trend is likely to be the same across TAM All-India markets.”
The three other matches played up to Tuesday were Zimbabwe versus Canada, West Indies versus Netherlands and Kenya versus Sri Lanka, all of which have garnered less than 1 TVR ratings. Of these, the West Indies-Netherlands match was aired in primetime on Monday, February 28, 2011 in the 9 pm slot and saw the higher viewership of 9,351,000.
Speaking on the India allure for audiences this tournament, Sathyamurthy said, “Both non-India and India matches have delivered more than expected. Both matches will be good value for money for advertisers. Compared to the last World Cup, this year India matches are scheduled reasonably until the end of the tournament and this will sustain interest. As an agency, we had anticipated high interest in the World Cup and recommended it to our advertisers. If interest levels are maintained at the same level, my guestimate is that there may be cricket fatigue by the IPL, which may impact viewership.”
Speaking for the benefit to advertisers, Chaturvedi commented, “Most sponsors have to buy all matches before hand and cannot pick and chose to buy only India matches. The analysis was done before hand and parties were consciously aware that the India matches will perform better. From an advertiser point of view, the India matches will rake in higher interest.”
Data Snapshot: World Cup 2011