MAM

T20 World Cup initial matches notch up 2.8 TVR

MUMBAI: The initial eight group stage matches of the ICC World Twenty20 2012 have garnered an average rating of 2.8 TVR with a reach of 60.55 million (CS 4+ TG All India), as per TAM data provided by media agencies who are tracking the mega event‘s viewership trends for their clients.

The ratings for the first eight matches are higher than the ICC World Twenty20 2010 in West Indies which managed a TVR of 1.6 for the first four matches with a cumulative reach of 42 million.

The India-Afghanistan match has recorded a combined TVR of 4.9 on Star Cricket, ESPN and Doordarshan with a reach of 36.7 million. Comparably, the India versus Afghanistan in the previous edition of the tournament had got a rating of 4.

The India versus Afghanistan match got a rating of 3.5 on Star Cricket, 0.4 on ESPN and 1.1 on Doordarshan. The sports broadcaster is also simulcasting India matches, semi-finals and the final on ESPN with Hindi commentary.

The South Africa-Zimbabwe match was the second best rated match despite featuring a relatively weaker team. The match posted a TVR of 3.5 with a reach of 26.5 million.

The match between Sri Lanka and Zimbabwe rated 1.2 TVR, slightly better than the South Africa-Sri Lanka as well as the Australia-West Indies matches. The two matches registered a TVR of 1.1 and 0.9 TVR respectively.

While South Africa-Sri Lanka match had a reach of 16.1 million, the Australia-West Indies match could manage a reach of only 9.1 million.

Media agencies say the group stage matches hold relatively less significance for advertisers; the key to the commercial value of the property is how the Quarter Final and the Semi Final matches deliver.

DDB Mudra Group COO Pratap Bose expects the Super Eight matches to do well as the tournament is perfectly poised.

"The initial eight matches are not of much significance as the important matches will begin from the Super Eight stage. There will be a spike in ratings if India remains in the fray," said Bose.

GroupM Maxus Client Leader Jigar Rambhia shares the same sentiments. He feels the real tournament even for advertisers begins with the Super Eight stage when all the strong teams will compete against each other.

"It‘s too early to talk about ratings at this stage since the group stage mainly involves matches with weaker sides and there is only one India match. However, the interest in the tournament will start peaking with the Super Eight stage," says Rambhia.

ESPN Star Sports has sold out its entire inventory for the ICC T20 WC with as many as 34 advertisers on board including three joint presenting sponsors and seven associate sponsors.

Channel Match Date TVR Reach 000‘s
Star Cricket Sri Lanka v Zimbabwe 18 Sep 1.2 18020
Star Cricket Australia v Ireland 19 Sep 0.6 9280
Star Cricket+ESPN+DD1 India v Afghanistan 19 Sep 4.9 36728
Star Cricket South Africa v Zimbabwe 20 Sep 3.5 26529
Star Cricket Bangladesh NewZealand 21 Sep 0.7 15009
Star Cricket England v Afghanistan 21 Sep 0.6 8204
Star Cricket Sri Lanka SouthAfrica 22 Sep 1.1 16159
Star Cricket Australia v West Indies 22 Sep 0.9 9152
  2.8 60553
ICC T20 WC2012
 
Channel: ESS+DD1
TG: CS 4+, All India
 

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