Payback Series throws “better” opening numbers than NatWest

Cricket may not already be back in its full glory but the first one day international ratings of the India-England match played in the ‘revenge’ series have brought viewers back to the game, at least to some extent.

e4m by exchange4media Mumbai Bureau
Updated: Oct 20, 2011 9:21 AM
Payback Series throws “better” opening numbers than NatWest

After the fiasco of the India-England one day internationals during the NatWest series played in England, all eyes were on the India-England matches being played in India, a series that media professionals dub as the revenge series, and Neo Sports, the official broadcaster has termed as ‘Payback Series’.

The matches are telecast on both Neo Cricket and DD 1 and the combined ratings for both the channels for the first one day international played on October 14, 2011 is 2.17 TVR for the C&S 4+ in the all India market. In comparison, the NatWest series on ESPN and DD 1 had averaged at 1.96 TVR, according to data from TAM Media Research.

Media agency heads said that these numbers are better than what was seen in the India-England matches in the NatWest series, and after India won the first ODI against England, viewer interest in the series would be higher, hence the subsequent matches are expected to rate better.

Neo Sports officials pointed out that in the CS Male ABC 15+ TG, the first ODI between India and England garnered a combined viewership of 3.14 TVR from both the channels, which is 13 per cent more than the average ratings of the England – India ODI series in August 2011. Prasana Krishnan, COO, NEO Sports Broadcast Pvt Ltd said, “Based on the viewership numbers of the opening game, we have increased the guidance of the combined viewership to 5+, especially since the last 2 ODIs are on a holiday. The T20 match on a Saturday can even garner an 8+ rating.”

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