Television

Zee claims good ratings with Afro-Asia cricket telecast

MUMBAI: Zee Network has claimed that its foray into live cricket telecast with the Afro-Asia cricket series 2005 fared reasonably well on the ratings front. Quoting Tam ratings, the network said the telecast helped both the channels -- Zee Sports and Zee TV -- to record some impressive figures.

The three match Afro-Asia cricket series was simulcast on Zee TV and Zee Sports on 17, 20 and 21 August.

 
 
 

Zee TV's and Zee Sports' telecast of the first Standard Chartered Afro Asia Cup ODI between Asia and Africa registered an average TVR of 2.39 on an All India basis, with a reach of 26.8 per cent. In the CS 4+ category, an average TVR of 1.95 was recorded with 27.7 per cent reach in Hindi speaking markets. It scored a viewership of 3.07 in the 15 -34 Male SEC ABC, HSM audience on 17 August. During this period, it also recorded a reach of 33 per cent, an official release states quoting Tam ratings.

The second ODI telecast on 20 August recorded an average TVR of 3.03 with a reach of 23.7 per cent in the HSM, and 2.34 on an All India basis in the Male 15-34 ABC TG, while in the CS4+ audience the average recorded TVR was 2.1 and 1.59 in Hindi speaking markets and All India markets, respectively, the release says.

According to the media release, in Zee Sports alone, telecast of the maiden series registered a high viewership of 1.22 in the 15 -34 Male SEC ABC, HSM audience on 17 August. During this period, it also recorded a reach of 11 per cent. In addition, it also scored an average TVR of 1 on an All India basis, with a reach of 8.61 per cent. Even in the CS 4+ category, an average TVR of 0.5 was recorded with 6.5 per cent reach in all India Market.



The second ODI telecast on 20 August, again saw an average TVR of 0.76 with a reach of 7.3 per cent in the HSM, and 0.6 on an All India basis in the Male 15-34 ABC TG, while in the CS4+ audience the average recorded TVR was 0.4 and 0.5 in Hindi speaking markets and all India markets, respectively, the release adds quoting Tam data.

 
 
 

By telecasting the matches on Zee TV as well, Zee Sport's intention was to use the flagship channel as a launch pad. Says Zee Sports marketing vice president Gaurav Seth: "Zee TV, being one of the most-watched channels in India, gives you a guaranteed audience. Zee Sports, as a new comer, hugely capitalised on the arrangement. The experiment helped Zee Sports to drastically improve its distribution set up, reach and penetration levels."

Nimbus Communications Sports and Media president Satish Menon, who handled the ad sales of the cricket property for Zee Network, said the experiment was a success with the inventories going 100 per cent full. Nimbus Sport and the Asian Cricket Council have entered into an agreement whereby commercial rights to the Afro-Asia Cup cricket tournaments of 2005, 2006 and 2007 have been assigned to Nimbus Sport.

According to Menon, about 40 to 45 brands had come on board as advertisers for the three match series. Standard Chartered was roped in as the title sponsor. Since the telecast schedule overlapped the primetime schedule in Zee TV, slots were sold at a premium in the channel. A ten second slot was sold in the range of Rs 50,000 to Rs 60,000 per match.

When queried if there was a discount offered to advertisers considering that this is Zee's first venture into cricket broadcasting, Seth answered in the negative. "The property was fantastic. It was approved by the ICC and many cricketing superstars were featured in both the teams. The whole setting truly matched international cricketing standards in terms of production standards and popularity. So nobody could expect a discount in rates."

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