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The cricket season has started, but where are the TVRs?

08-August-2005
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The cricket season has started, but where are the TVRs?

The Indian Oil Cup Tri-series commenced on Ten Sports on July 30, the Championship opener seeing an India-Sri Lanka battle. Media experts commented that the match’s ratings once again showed that cricket was turning more into an impact property than one of efficiencies in India.

The Tri-series includes West Indies in addition to India and Sri Lanka. The first One-Day International (ODI) threw a 5.4 TVR for CS 15+ and 6.6 for CS Male 15+ ABC in the all India market. For some experts, these numbers are bang on – given the problems that cricket is facing in India.

Nandini Dias, Vice-President, Lodestar Media, explained, “The match has come at a time when the nation is seeing various kinds of problems. In addition to that, Indian cricket stars like Sachin Tendulkar and Sourav Ganguly were not even there for the match. For this kind of a match, these are low numbers, but once these points are factored, they are bang on.”

A view echoed by Pradeep Iyengar, National Buying Head, Carat Media, “These numbers are definitely as per expectations and to reach to the concerned TGs, these are good numbers, too, but they make absolutely no CPRP (Cost per rating point) sense. Even if cricket is the vehicle to get impact, the fact that impact can’t be measured, low CPRP sense makes such numbers a problem in buying the property.”

For media professionals like Mindshare Fulcrum’s GM, R Gowthaman, these are really low numbers and he has a few clear reasons also. “These are not as per expectations. For a tournament like this being played after a long time, one would expect higher ratings. I think the problem is largely the function of connectivity. It would have reached more homes on other channels and delivered higher,” felt Gowthaman.

Dias nonetheless thought that cricket per se had been at a low in the last one year. On the brighter side, she added, “This is just the beginning of the season. There is a lot more cricket coming now. Going forward, the momentum would be built and the tempo would go far higher. We should look at better numbers then.”

Cricket has seen too many debates recently on grounds of CPRPs, but many experts still hold that the property will continue to be the right buy for impact.

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