ICC CWC'11: Media planners heave a sigh of relief

Three days into the ICC World Cup 2011 and the industry is abuzz with predictions… exchange4media finds out what media planners have to say.

e4m by Fatema Rajkotwala
Updated: Feb 24, 2011 9:28 AM
ICC CWC'11: Media planners heave a sigh of relief

After months of comparisons and speculations between the two marquee events of the year, ICC World Cup and the Indian Premier League (IPL), the ratings for the first match of the season pronounce a visible and undeniable response to the tournament and the format.

As per data from TAM Media Research, the opening India-Bangladesh match has pulled in a gross rating of 7.47 TVR, with a peak rating of 12.2 TVR, for CS 4+ All India market.

exchange4media spoke to media planners and buyers to gauge the industry’s pulse on the first Wednesday of the tournament…

Good, Bad or Ugly?
Sudha Natrajan, recently promoted to Deputy CEO, Lintas Media Group, said that the opening numbers were encouraging and she saw the traction and momentum building up in the coming matches. “The next couple of matches will surely see a rise in viewership, especially if the Netherlands puts up a good fight against England. The matches so far, such as with Canada, have been interesting too and people are looking forward to the Pakistan and Kenya match too.”

Vidyadhar Kale, Client Leader, Maxus Mumbai, echoed the industry’s sentiment when he said that the ratings for the first match were “in sync with our estimation or expectations”. When asked if he saw the interest levels being maintained through the tournament, he replied, “With a higher number of India games, strategically scheduled over weekends, interest levels will remain and the buzz could only pick up if India goes through to the semis.”

According to Sushma Jhaveri, Senior Vice President, Carat, the ratings had delivered higher than expected numbers. Elaborating further, she said, “The match being scheduled on a Saturday, coupled with an exciting Indian innings, did the trick. Ratings will score higher for India matches, but one must not expect as much for other matches. We can expect good numbers for the next India-England match too.”

“This was a first match, and that too an India game. There were lots of expectations and it pretty much delivered as per the expected lines. Going forward, India matches are expected to perform better, and if India reach the Finals, the ratings would be all the more, however, the non-India matches would deliver fairly modest ratings,” remarked Rajneesh Chaturvedi, National Director, MEC Access.

Commenting on the occasion, Sanjay Kailash, Executive Vice President, Advertising Sales & New Media, ESPN Software India, told exchange4media, “The ratings are what we thought it would be and are in line with expectations. We strongly believe, in the coming days, interest levels and thus, TRPs will only increase. It is safe to say that India was tuned in and despite all the talk about ODIs having died as a format and it being an eight-hour show, the numbers prove that India watched the World Cup.”

With the feelers now out and the response positive so far, one can only wait and see how deep into the tournament the interest levels last.

Also read:
ICC CWC'11: Digital scores over analog in ratings


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