The high voltage ICC Cricket World Cup 2011 final match between India and Sri Lanka delivered a rating point of 23.21 TVR on an all-India level in the C&S 4+ markets. This was comfortably higher than the previous high point of 20.98 TVR match average for the India-Pakistan match and significantly higher than the 2007 numbers.
All in all, the tournament has outdone expectations by peaking at 35.91 TVR in the most expensive and crucial match of the tournament and opened up a number of possibilities for advertisers that could be explored for the months to come.
As a tournament, the ICC Cricket World Cup 2011 scored an overall average match rating in these market parameters of 3.86 TVR. In comparison, the World Cup in 2007 managed an average tournament rating of 2.02 TVR.
In terms of pure viewership numbers, as per data released by TAM Sports for C&S 4 + markets, up to 1.49 million viewers tuned in from TV homes that have Terrestrial Connections. In the Cable & Satellite community 120.53 million viewers tuned in, while 18.4 million viewers tuned in fromTV homes that have Digital (Set Top Box) connections. On the whole, a total of 135.43 million Indians tuned it to watch the India-Sri Lanka Finals. The total number of viewer count for the India–Pakistan match stands at 130.06 million.
The top three states in terms of viewership response were Maharashtra at number one, Uttar Pradesh coming in at second position and West Bengal at third.
During the Finals, the official broadcaster, ESS earned ratings of 11.10 TVR for Star Cricket tapping into a viewership count of about 68 thousand. Star Sports earned a rating of 8.13 TVR reaching out to about 53 thousand viewers, while DD1 scored a rating of 4.35 TVR touching an audience base of about 38 thousand.
Our typical marketing budget is usually 10 per cent of the topline spend