Home >> Media-TV >> Article

FIFA World Cup finals, IIFA numbers bring cheer to media planners

22-July-2010
Font Size   16
FIFA World Cup finals, IIFA numbers bring cheer to media planners

The month-long FIFA World Cup fever had the nation in its grip. And the ratings coming in support the optimism of media planners about this mega event. For those not so soccer-crazy, there was the IIFA Awards, which was aired on Star Plus the same day as the World Cup finals, albeit in the prime time band. The numbers generated there, too, have not disappointed media planners.

The FIFA World Cup final match between Spain and Netherlands managed to get a rating of 4+ TVR in the metros, which media experts were expecting. Now TAM has released the data for the final match for all the markets and these numbers, too, have made the media professionals happy.

The FIFA World Cup final match, which was telecast on July 11, 2010, has managed to get a TVR of 2.52 (C&S 4+, All India). A whopping 64 million people watched the match, while the average TVR for all the matches stood at 0.83 TVR.

While most people were of the opinion that a higher percentage of the viewership would come from the metros and from a youth TG, the numbers have put a twist to that tale. The highest viewership was recorded from SEC B (34 per cent), followed by SEC A (25 per cent), SEC D/E (22 per cent) and SEC C (20 per cent). As far as viewership by age is concerned, the age group of 35+ years recorded the highest viewership (47 per cent), while the age group of 15-24 years was just half of the previous number and constituted 22 per cent of the total viewership.

Kartik Sharma, GM, Maxus, felt that one reason could be the time of telecast. The matches would start at midnight and that would be late for the younger age group. “Had the matches been telecast during prime time, the youth viewership would have seen greater numbers,” he noted. He further said genuine interest in the game was increasing.

As expected, male viewership overshadowed female viewership, with 67 per cent of the viewership coming from men (4+ years), as compared to female viewership (4 + years) of 33 per cent. Hariharan Vishwanath, National Head - Buying, MEC, noted, “While a lot of the female viewers came from the metros, there would have been a substantial number of women from smaller towns as well, since those houses are still single TV households and as such, women would become passive viewers of the game.”

Amidst the football frenzy, IIFA Awards aired on Star Plus managed to hold its own despite the controversy over the event being hosted in Sri Lanka. The mega event managed to get a rating of 4.9 TVR (C&S 4+, HSM). According to Vishwanath, “This is a good number for an awards show. Star Plus is making a mark with its awards show coverage, for example, the Star Parivaar Awards, which managed to get a TVR of 7.18 TVR (C&S 4+, HSM).”

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey