Day 1 match between India, Bangladesh clocks peak TVRs of 12.
The much-awaited inaugural match of the ICC World Cup 2011 between India and Bangladesh clocked a viewership rating of 7.47 TVR, according to TAM Sports data.
India had lost to Bangladesh in the 2007 ICC World Cup and made an early exit from the event in the first round itself. The match last Saturday registered a peak television rating of 12.2 TVR, with a market reach of about 35 per cent of the TV audience. TVR, or televison rating, measures the popularity of a programme by comparing the number of target audience viewers who watched against the total available as a whole.
To put things into perspective, the 2007 edition of the World Cup played in the Caribbean saw the India-Bangladesh match clock an average rating of 2, with 11.2 million viewers on SET Max and an average time of 48 minutes, according to TV ratings measuring company, aMap.
| TOP 10 ADVERTISERS |
| 1. Reliance Communications Ltd |
| 2. Nokia Corporation |
| 3. Hero Honda Motors Ltd |
| 4. Sony India Ltd |
| 5. Vodafone Essar Ltd |
| 6. Pepsi Co |
| 7. Bharti Airtel Ltd |
| 8. Maruti Suzuki |
| 9. Spice Mobiles Ltd |
| 10. Cadburys India Ltd |
The ICC Cricket World Cup matches are being telecast on ESPN, STAR Cricket and STAR Sports and on DD1. On an all-India basis, STAR Cricket led the pack with a 17 per cent reach, followed by ESPN and STAR Sports at 13 per cent and nine per cent, respectively.
An estimated Rs 700 crore of advertising spending is expected to be pumped into the World Cup this year. A media buyer associated with World Cup 2011 sponsors noted that aMap’s data claims the average time spent during the opening match to be about 85 minutes, indicating a high level of ‘stickiness’. “This is worth taking note, as we were not expecting such a level of stickiness for the 50-over format after the entry of Twenty20.”
JWT’s vice president & executive planning director (south), Navonil Chatterjee, feels the general mood among media planners is of excitement with World Cup 2011. “The ratings are good but they will get better, with India vs South Africa or India vs England matches. Since the team is in a good shape, records will be broken during this WC2011.”
In World Cup 2011, the India-Bangladesh match gained a viewership of 76,935 thousand in CS 4+ markets and 11,337 thousand in the digital audience market, reports TAM. By the data on the digital universe logged on to the games, analog — digital households recorded 8.68 TVR and terrestrial households reported 7.47 TVR. JWT’s Chatterjee believes brands represented by Sachin Tendulkar will go all out this World Cup. He says, “It’s Tendulkar’s last WC and they will have to bank upon his good performance to hardsell their brands to audience. I expect the brands to invest heavily in India matches.”
