MAM

Champions T20 League scores higher than last time

MUMBAI: Sachin Tendulkar and MS Dhoni‘s men are pulling in the audiences for the Champions League Twenty20 as the 17-day event gets an improved start over its first edition last year.


The first three matches of the Champions League Twenty20 have fetched an average TVR of 1.64 on Star Cricket, up from 1.30 TVR reported in the first edition.


The cummulative reach, however, has dropped from 37.1 million to 33 million, according to Tam data c&s4+.
 
The highest TVR was for the match between Mumbai Indians and Highveld Lions on 10 September, which posted a rating of 2.45. The match between Chennai Super Kings and Central Stags on 11 September, on the other hand, got a rating of 1.82.


As was the case last year, a match not featuring an Indian Indian Premier League (IPL) franchise did not reach a TVR of 1. The match between Wayamba Elevens and Warriors Central Districts on 11 September got a rating of 0.64.
 
Last year a match involving Royal Challengers Bangalore got a rating of 2.01. Most viewers came from the 35+ TG. According to Tam data, 65 per cent of viewers were male.


ESPN has beefed up marketing efforts and raised spends fourfold this year, using Amitabh Bachchan in its campaign.
 
Lintas Media VP R Venkatsubramaniam said the delivery was as per expectations. "We had expected initial ratings of 1.5-1.8 which has happened. Overall, we expect a delivery of 2.5 for the event overall. ESPN clearly made efforts in marketing to make sure that viewers were aware of what the value proposition of this property is."


Samsung was associated with the event, on-ground, for the second year. A company official says that while sampling has been low it could pick up by 30 per cent should Indian teams progress. "The good news is that time spent is up which means that the interest level is coming up. People are more familiar with the format compared to last year. There is more acceptance. In terms of building the company‘s brand imagery the association with the tournament has helped us."

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