SET Max got a shot in the arm with the recently concluded ICC Champions Trophy at Sri Lanka. MAX notched up an all time high viewership ratings, much higher than the recent NatWest series viewership on ESPN. The series marks the emergence of SET Max as a channel to reckon with.
As per the latest TAM rating, SET Max enjoyed an average viewership (TVRs) as high as 14% in four metros including Delhi, Mumbai, Calcutta and Chennai among the male TG on Indian matches (except the finals). Whereas, NatWest Trophy telecast on ESPN had a corresponding TVR of 7.40 % only. One must keep in mind that the above ESPN figures include the final match also unlike the SET Max figures.
The all India figures showed that even the female viewership went up on SET Max though it was comparatively lower than males. The viewership of match played between India and England was highest with 17.82% among male TG and 13.26% for female viewership for all metros.
Interestingly, two non-India matches also got healthy viewerships. The second semi-final match in which, Sri Lanka mauled the mighty Australian team got 7.6% viewership among male TG. Even the Sri Lanka vs Pakistan match ended with a viewership of 5.1%.
Among the four metros, Calcutta emerged with the highest viewership among male and female TG with 23.26% and 13.4% figures respectively (average of all India related matches in ICC Champions Trophy). Calcutta had topped with the viewership of 9.62% and 5.67% among male and female respectively during the NatWest Trophy also.
Though SET Max seems to have done reasonably well viz-a-viz ESPN, but one has to keep in mind that ICC Champions Trophy was a mini world cup involving 12 teams as a build up to the upcoming World Cup. Where as NatWest Trophy was a triangular event.
Parameter taken for the data:- CS, Sec: ABC, Age: 15- 44, Market: Delhi, Calcutta, Mumbai and Chennai
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