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Speaking on the same, Max business head N P Singh said, "Despite
the rain and a five-hour delay in the start of the Indo-Pak match,
Max delivered 6.9 TVRs (average) amongst all individuals across
all C&S homes across all India as surveyed by Tam."
In the major metros, Mumbai pegged a high of 11.3 TVRs, while Kolkata
and Delhi turned in 9.55 and 9.52 respectively.
"What is especially noteworthy is that female viewership delivered
an unprecedented 5.3 TVRs for the match. Female viewership in key
metros was 8.3 in Mumbai, 9.2 in Delhi and 7.6 in Kolkata,"
added Singh.
In comparison, on DD1 the same match got ratings of 2.6 in the
time slot 9 pm to 11.15 pm in the C&S 4+ Hindi-speaking markets
according to Tam data as the channel stood in the 68th spot among
the top 100 shows. Hence, Max was ahead of DD1 across all India
in the Hindi-speaking markets. Also notable is the fact that in
the non C&S 4+ Hindi-speaking market, DD1's telecast of the
match stood in the 6th position with TVRs of 21.6 in the same time
slot.
Across all India markets, Max pegged 6.9 against DD’s 1.92; in
the Hindi speaking markets, Max fared even better, averaging a TVR
of 8.83 against DD’s 1.91, while in the top 4 metros, Max pegged
7.85 against DD’s 1.67, and in the top 6 metros, Max ratings were
8.87 while DD’s were recorded at 1.59.
An official release from Max informed that in a single match telecast,
Max reached out to 27.6 million individuals in C&S homes across
India, which is approximately 32 per cent of the total universe
of 85.5 million individuals.
"Overall, this performance is an excellent lead-in to the
forthcoming ICC Champions Trophy 2004 in England, which is undoubtedly
the world’s biggest ODI (one day internationals) Cricket tournament
in 2004, and where Max will showcase its popular Extraaa Innings
in full strength," said Singh.
Max, which has already unveiled it's ad campaign with Mandira Bedi
for Extraaa Innings will bare it's plans for the ICC Champions
Trophy tomorrow (1 September) at a media do.
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