India-West Indies ODIs average 1.5 TVR

MUMBAI: A combination of several factors, including lack of big names, has resulted in a weak ratings performance for the current India versus West Indies cricket series.

The five ODIs, in which India won three and lost two, have delivered a TVR of 1.51 on Ten Cricket, according to data from TAM Sports c&s4+.
This is less than half what the series between India and South Africa delivered on the same channel. The four ODIs that were played in January 2011 had delivered an average TVR of 3.65.

For the India-West Indies series, the only match that crossed a TVR of 2 was the lone Twenty20 International. This shortest version of the game managed a TVR of 2.65.
"A combination of factors led to the lower ratings. Firstly, half the duration of the games took place during non-primetime. Then this series is taking place on the back of two huge tournaments - the World Cup and the IPL. So the viewer fatigue level is high. The third factor is that some of the big names have not played in the series. This is why advertisers had hesitated to come on board," a media buyer said.

A total of 80 million viewers tuned into the India-West Indies series compared to 92 million for the India-South Africa contest.

Ten Cricket will get an advertising revenue of a little under Rs 500 million, market sources said.

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