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ICC World Cup ’07: The first report card brings cheer to MAX, SAB and DD1

26-March-2007
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ICC World Cup ’07: The first report card brings cheer to MAX, SAB and DD1

ICC World Cup 2007 hasn’t proved to be a good time for Indian fans. The team’s performance, which has lead to the ousting of India from the Super Eight, has everyone’s morale low and ratings have reflected this, at least in the case of the India and Bangladesh match that was played on March 17.

The numbers for the first week of the World Cup are out and the trend so far has been a decent one for the channels showing the matches. TAM Media Research data shows that MAX and SAB have seen a significant boost in performance in the World Cup week. In the case of MAX, the relative share is almost 60 per cent in comparison to the 30 to 35 per cent that the channel had in the previous weeks. SAB’s channel share too has doubled. DD 1, too, has shown some good numbers for the Pakistan and the India matches it showed in the all-India target.

Interestingly, mass channels have seen very minimal loss in ratings in the cricket week. As was expected by media experts and to some extent by SET India itself, the second half of the matches haven’t offered much in terms of ratings.

Looking at the scorecard now, the warm up matches threw a 2.27 in the C&S 4+, all-India market for the India v/s Netherlands match, and a 3.6 for the India v/s West Indies matches. Ironically, India won both these matches.

The ICC World Cup kicked off on March 13 and the West Indies v/s Pakistan match rated 4+. The Australia v/s Scotland match rated 2. The other two matches that have some numbers to show are Sri Lanka v/s Bermuda, and England v/s New Zealand – both are at 2 TRP. The high scorer, needless to say, was the India v/s Bangladesh match, where on MAX, the show had a rating of almost 6 TRP and 2.6 on SAB.

While these are the C&S numbers, for the all India 4+, DD scored with a 2.4 TRP for West Indies v/s Pakistan and almost a 5 TRP for the India v/s Bangladesh match.

Bringing the India v/s Bangladesh match under the scanner, in the case of DD, the first half of the match was almost 7 TRP while the second was at 2.3. The trend was similar in the case of MAX and SAB as well for the C&S 4+ TG. On MAX, the first half almost rated an 8, and the second was at 4, number dropping even further as the match progressed.

The other matches between teams like Zimbabwe, Netherlands, Kenya and Canada haven’t even crossed the 1 TRP mark. In fact, the South Africa vs. Netherlands match was just a 0.4 rating.

A comparison with World Cup 2003

When compared with the World Cup 2003 numbers, the ratings of 2007 are far lower. However, it should be noted that the rating system has seen significant changes in the last four years. To get a better perspective of these numbers, some of the highest rated shows on television today barely cross the 7 and 8 TRP.

World Cup 2003 saw some of the best numbers coming in the later stages of the series and India reaching the finals was a key reason here. While it is only the India matches that delivered double-digit ratings -- the India v/s Pakistan match rating a huge 17 plus -- some of the other teams like Australia, South Africa and England too had some good numbers for advertisers.

Needless to say, the channel is so far happy with the numbers. SET India’s Rohit Gupta remarked, “These are very good numbers and in line with expectations. The match timings and the sheer change in television and measurement dynamics today were factored and keeping all that in consideration, these are encouraging numbers.”

This is only the first week and with India almost out, it really remains to be seen whether World Cup 2007 would be able to perform the way 2003 did in terms of ratings.

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