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ICC CWC'11: Ind-SA's 10+ TVR "below expectations"

17-March-2011
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ICC CWC'11: Ind-SA's 10+ TVR "below expectations"

Last week, it appeared that the ratings ball was set in motion for the ICC World Cup 2011 with high ratings from matches such as India-England giving rise to talks about higher numbers for subsequent matches.

So far, the data for 29 matches have shown a graph that peaks at India matches and with matches where the audience interest remains riveted, ratings viewership figures have rolled in. However, the new batch of India match ratings has not measured up to scale.

India match ratings
The past week saw a healthy dose of India matches and after a streak of wins saw the first loss for the Indian team in the India-South Africa match. On the ratings scoreboard, the match has performed below industry expectations, while the other two matches with Ireland and Netherlands are closer on the mark.

As per numbers from TAM Media Research for the C&S 4+ All India markets, the India-South Africa played in Nagpur and aired at 2.30 on a Saturday, March 12 grossed at 10.11 TVR, touching a peak rating of 21.33 TVR in the All-India C&S 4+ markets. For the hosting ESS channels, the match raked in 8.32 TVR, Star Cricket was at 5.21, Star Sports at 3.11, while DD1 managed a 1.90 TVR. Reach figures touched a count of 81.5 million viewers.

The India-Ireland match played in Bangalore and aired at 2.30 pm on March 6, pulled in a gross rating of 8.78 TVR, peaking at 17.9 TVR. For the broadcasters, it managed a total of 7.16 TVR for the ESS channels (Star Cricket at 4.66 and Star Sports at 2.50). DD1 grossed a 1.72 TVR for the match. In terms of reach, the match saw a viewership of 7.47 million in the All-India market.

Netherlands-India, another match that kept audiences glued to their seats, managed a 5.57 match TVR, peaking at 12.62 TVR. Channels saw a performance of combined rating of 4.55 TVR for ESS channels and a 1.09 TVR on DD1 and reached a viewership base of 67.2 million.

Speaking to exchange4media on the new batch of match ratings, Anamika Mehta, COO, Lodestar UM, said, "When it is World Cup, the sentiment is that ideally every India match should be a double-digital match or at least closer to a 9 TVR, because in the whole World Cup if the India matches don’t do well, then there is a problem in the overall efficiency. From the standpoint that it is an India match, happening in the subcontinent, so much is expected. After the debacle of the last World Cup, the format this year was such that suited India and the Indian viewership pattern, and we have seen some of some of the weaker matches deliver. In that background, India-Netherland match ratings are still fair, though only at a 5 plus but one would have expected India South Africa to be much better. The expectations one had from the match, make even the 10 plus a dampener."

Commenting on the numbers, Ajit Varghese, MD, Maxus India observed, "There is no doubt in the fact that the India matches are doing better than expected. There is buzz around the World Cup now. Initially, when the schedule was set and the gap in the matches did cast a doubt on what the public interest would be. The first six matches did not look exciting enough. But that fact is that India played every match turning with a suspense factor of who would win and hence even the weaker matches have done very well. The India Ireland and Netherland numbers are good and as per expectations".

Varghese however was quick to add that India -South Africa could have been much better. He said, "We would have expected at last 20-30 per cent more. It was an interesting match to the end and both the teams were very strong, akin perhaps to an India-Australia match."
So far, the India-England match at 10.97 TVR continues to be the top rated match, a rating that had built up industry expectation for the India-South Africa match, which was expected to surpass the numbers, possibly touching a highpoint for World Cup 2011.
 

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