Cricket still scores in India despite the dismal show of the Men in Blue. TVRs of the second week of cricket action from the ICC Champions Trophy 2006 are in and MAX has some positive numbers to show for the Live cricket action and its property Extraaa Innings.
TAM Media Research shows that for the C&S 4 + in the Hindi speaking markets, the average rating for Extraaa Innings during the India-England game was 2. MAX attracted 54 per cent female viewership (21.6 million viewers in C&S homes). Non-India matches have performed better with an average rating of 2.2.
Sneha Rajani, Business Head, MAX, said, “The TAM ratings for the week ending October 21, 2006 reveal that non-India matches perform far better on MAX compared to any other channel in the past. Extraaa Innings continues to be the most viewed cricket wrap-around programming in this country. Also, MAX has attracted more female viewership for a longer stay during the telecast of the ICC Champions Trophy 2006. The ratings will only improve with future matches. It just goes to show that cricket on MAX delivers way higher ratings than on any other channel.”
T Gangadhar, Vice-president, Marketing, MAX, said, “The India-England match pegged a high average of 5.2 TVR. Similarly, the non-India matches, too, touched a very impressive average rating of 2.2 for the group stage and 1.9 for tournament so far (including the six preliminary round matches) – a new record for non-India cricket vis-à-vis matches telecast in the past. Midway into the tournament, MAX has already reached out to 54 per cent of females and by the end of the tournament, MAX should create a new record for female viewership for any cricket tournament in India so far.”