India-South Africa ODI ratings fail to impress media planners

The India- South Africa ODI series saw an average TVR of 5.0 per cent, which is a combination of both Neo Cricket and DD1 in the TG CS 4+. Most media planners that exchange4media spoke to felt that these ratings were not as per expectations despite India playing well and Tendulkar scoring a double ton.

e4m by Robin Thomas
Updated: Mar 8, 2010 7:21 AM
India-South Africa ODI ratings fail to impress media planners

According to TAM data, the recently concluded India-South Africa three One Day match series, which saw India in remarkable form and a record-setting double century by Sachin Tendulkar, has received an average of 5.0 TVR. This TVR is a combination of both Neo Cricket and DD1 for all India market in the TG of CS 4-plus years from February 21-27, 2010.

The first match aired on February 21 received a TVR of 5.8 per cent, followed by TVR of 5.4 per cent on February 24, and TVR of 3.8 per cent on February 27, which is the lowest in the series.

When asked to give their comments on the ODI ratings, media planners were a divided lot. While some of the media planners considered the ratings to be good, others said that the ratings were below expectations.

According to Rajneesh Chaturvedi, National Director, MEC Access, “I believe that the ratings are decent, however I would have expected a little more, perhaps 20 per cent more. All three forms of cricket have their own merits as far as advertising is concerned. In fact, advertisers use cricket very successfully in their marketing plans.”

R Venkata Subramanian, VP, Lintas Media Group, said, “We expected ratings between 5 and 7 TVR. However, there has been a lot of cricket in the past few months and with back to back cricket tournaments, a TVR of 5 per cent is good, and the way India is playing, I feel even test matches will draw more eyeballs.”

Narendra Kumar Alambara, GM and Head of Starcom, Chennai, remarked, “I don’t think advertising spends on cricket will come below the threshold, and even if it does, it will be much higher than the advertising spends on other sports. There are enough cricket opportunities, and advertising on all three cricket formats will continue. However, the advertisers will have to choose those series that they believe will give them better ROI.”

It may be noted that while Neo Cricket was the broadcaster of the India-South Africa series, DD1 had also aired all the matches that involved India. Handset manufacturer Micromax was the title sponsor for the India-South Africa ODI series.

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