MAM

No dramatic change in Champions League T20 ratings

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MUMBAI: Despite four Indian Premier League (IPL) teams taking part and Shah Rukh Khan being used as brand ambassador for the event, the recently concluded Nokia Champions League Twenty20 did not see any dramatic change in ratings.

Even the triumph of Mumbai Indians did not help host broadcaster ESPN Star Sports (ESS) much, indicating that the format will take time to find widespread popularity.

TAM data (c&s, 4+, All India) shows that the event averaged a TVR of 1.64 (not including the qualifying event), marginally up from 1.44 TVR that it recorded last year. Including the qualifying event, the whole tourney this time averaged 1.45 TVR. 

Reach, however, expanded to 87 million compared to 78 million last year.

The final match got a TVR of 3.51 compared to 3.30 TVR last year. If there was any improvement, it was in the delivery of the semifinals. They averaged 2.74 TVR this season, compared to 1.34 TVR last year. 

MPG senior director R Venkatasubramanian feels that the event needs a bigger marketing push as foreign teams are taking part. "Cricket fans know about the IPL and the players. Marketing needs to be done for the foreign teams. That would create a sense of anticipation among fans. There should also be on-ground activation."

An ESPN Star Sports spokesperson, however, said the event‘s performance has been in line with their expectations.

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