Cricket: TV supreme, chips fav snack

Snacks and beverage sales are expected to shoot up in the next one-and-half months as Indian viewers stay up to catch the cricket action live during the ICC cricket World Cup.

According to an online survey "Your Voice" released by research agency AC Nielsen, respondents said they like consuming foods and beverages while watching cricket. The choice ranges from a pack of chips to soft drinks, beer and burgers.

"The survey brings some good news for the manufacturers and retailers of snacks with 62% respondents claiming they like to watch cricket with the accompaniment of some crisps with more than a third opting for carbonated soft drinks and 30% reaching for the popcorn," said N S Muthukumaran, director, online research, The Nielsen Company, India.

Companies have taken note of this. A week back, consumer goods giant ITC launched Sachin's Fit Kit - a range of fortified biscuits. The company has also announced its entry into the snacks segment to compete with dominant players like Frito Lays.

Beverages giant Pepsico has launched its special cricket website called Blue Billion apart from a special world cup edition of cola branded Pepsi Gold. The company has also organised interactions with cricketers to enlist fan support for the Indian cricket team.

AC Nielsen's survey also puts to rest fears that viewership might be low as most matches will be played very late into the night. Despite the time difference between India and the West Indies, television viewership might not suffer in India as most respondents said that television will remain supreme as far as cricket updates are concerned. An overwhelming 73% of respondents said they will rely on the television for the latest updates on the games. Internet was the second preferred medium "" considering this was a online survey""with 63% saying they would track developments on the field through the net while newspapers came third at 48%.

The survey adds that the interest in matches will be likely driven by the level of the match in the series. Only 29% of respondents will be glued to their TV sets for all matches including warm-up games, while one-third plan to watch all the main matches and 15% will watch from the 'Super 8' matches.