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Cricket - Who is riding it?: An exchange4media analysis of 2001

30-January-2002
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Cricket - Who is riding it?: An exchange4media analysis of 2001

Nothing else ignites the passion of the masses in this country as this game does. During the year gone by India played 4 One Day International series, One at home and 3 abroad. Today we look at how various brands utilized cricket as a medium to advertise.

The analysis focused on the GRPs accumulated by various brands on the different series. The TGs selected for TVR calculation is 15-44 Yrs / Males / Sec AB&C. In case of DD, all homes has been chosen as the audience and for satellite channels only C&S homes have been taken into consideration. The data is for 9 cities and a cum for each series GRPs has been considered only for matches, which featured India. For DD both DD Sports and DD1 have been considered for GRP calculation.

A few statistics first: A total of 473 brands advertised on cricket in 2001 across all four series. These brands broadly fall into 114 categories and all of them put together consumed around 2.45 lac seconds on Live One Day cricket during the year. The number of spots totals to around 16,400.

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