India-Pakistan face-off at Asia Cup delivers ‘encouraging’ numbers

India-Pakistan face-off at Asia Cup delivers ‘encouraging’ numbers

Author | Noor Fathima Warsia | Wednesday, Mar 28,2012 9:43 AM

India-Pakistan face-off at Asia Cup delivers ‘encouraging’ numbers

The much talked about India-Pakistan match at the Micromax Asia Cup, that was played on March 18, 2012, has delivered encouraging numbers, say industry experts.

According to TAM Media Research’s viewership data, for the target C&S 4+ in the all India market, the India Pakistan face-off has delivered a rating of 3.7 TVR on DD1 and a rating of 5.7 TVR on Neo Cricket. The combined TVR can be seen as 9.4 for the match. While this is lesser than half the number that India-Pakistan match had delivered at the ICC Cricket World Cup 2011, which had rated 20.98 for the same target and market, this is viewed as very good numbers.

Rajneesh Chaturvedi, National Director, MEC Access said, “Considering the fact that India had just come back from a bad Australia tour, advertisers should be happy about these numbers.

Chaturvedi pointed out that the comparison to ICC Cricket World Cup is not fair because India was playing Pakistan in a crunch match. It cannot even be directly compared to the Asia Cup numbers of 2010 as the audience base is different by now.

Asia Cup is a keenly followed cricketing event that features the four cricket teams of the continent – India, Pakistan, Sri Lanka and Bangladesh – battling to secure the title of Champions of Asia. Micromax Asia Cup 2012 was hosted by Bangladesh this year and the seven ODI series is scheduled to kick-off from March 11 and continue till March 23.

The television coverage of the entire series was produced by Nimbus Sport and the broadcast TV partner in India was Neo Cricket.

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