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ICC CWC'11: Digital scores over analog in ratings

24-February-2011
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ICC CWC'11: Digital scores over analog in ratings

The moment of truth is here. The numbers by TAM Sports data show that ratings for CS 4+ All India market have pulled in a gross rating of 7.47 TVR, with a peak rating of 12.2 TVR.

The initial glimpse of ratings in the six-metro market clocked a 7.8 TVR for the first match of the ICC Cricket World Cup 2011 (India versus Bangladesh), which has slightly declined when viewed on a nation-wide scale.

Opening Ceremony
The opening ceremony gained a 0.84 TVR in the All India CS 4+ markets and scored the highest in markets of Kolkata and 0.5-million plus Assam markets, where it clocked in ratings of 2.54 TVR and 2.52 TVR, respectively.

Top Markets
Market wise, ratings are testimonial to the good response to the tournament, with the top viewing states being Madhya Pradesh and Maharashtra, which have clocked ratings of 10-plus in the 1 million plus CS 4+ markets. Top rated cities are Pune at 9.46 TVR, Bangalore at 9.17 TVR and Mumbai at 9.14 TVR.

Channel of the Match
As is known, the ICC Cricket World Cup matches are being telecast on the ESS group of channels – ESPN, Star Cricket and Star Sports – and as per Government directions, on DD1.

On an All India level, the highest viewership has been gained by Star Sports, which has garnered a 2.71 TVR. The second top viewed channel was ESPN, the official broadcaster, which gained a 1.98 TVR. DD1 came in next with a 1.89 TVR, followed by Star Sports at 1.01 TVR, which telecasts the matches in Hindi.

Flashback 2007
Looking back at the India-Bangladesh match in World Cup 2007, the match in 2011 has gained comparatively higher audience interest. In 2007, the match had clocked an All India rating of 8.85 TVR in the CS 4+ markets with a reach of 52,883 thousand viewers.

In World Cup 2011, the India-Bangladesh match has gained a viewership of 76,935 thousand in CS 4+ markets and 11,337 thousand in the digital audience market.

As per the data, the digital universe has responded better to the games than analog; digital households have recorded 8.68 TVR, while terrestrial is 7.47 TVR.

In 2007, channel wise, MAX scored a rating of almost 6 TVR, where ratings soared to 8 TVR in the first half, dipping to 4 and below in the later half of the match.

In the all-India 4+ markets, DD gained a total of 5 TVR, where the first half of the match had gained a 7 TVR, while the second half bagged a 2.3 TVR. The same held true for SAB that grossed a 2.6 TVR.

2011 Tweaks
As is known, this year the World Cup opened with this match, but last time, the India-Bangladesh match was the fifth match, scheduled on a Saturday at 7 pm. Also, this year the first match was telecast at 2 pm on a Saturday. There is also an increase in time duration of the match from about 427 minutes in 2007 to 470 minutes in 2011.

It should be noted that TAM data has seen a universe update since 2007.

Also read:
ICC CWC'11: Six-metro ratings for opening match released

 

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