India-Bermuda match garners record viewer

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India-Bermuda match garners record viewership

SHAUVIK GHOSH

Posted online: Wednesday, March 21, 2007 at 0000 hours IST

NEW DELHI, MAR 20: The India-Bermuda match in the Cricket World Cup 2007 garnered a peak viewership rating of 12.47 and an average rating of 5.51. This was higher than the India-Bangladesh (India's first match in the World Cup) match that saw a peak rating of 11.46 and average rating of 5.88, according to television audience rating agency Amap's daily viewership statistics. But for India's shocking loss to Bangladesh, debutants Bermuda could have never got a viewership ratings in double digits. Ordinarily a match with Bermuda would not even be a blip in the data but because India lost to Bangladesh, putting at risk their chances of making it to the final eight, the match garnered an unexpected viewership. The time spent by each viewer was 88.64 for the match. Perhaps, also because India ended up pummelling the minnows, scoring 18 sixes in the biggest score of 413 in World Cup history. The time spent in minutes (usage per viewer) was 89.10 for the C&S4+ group.

The first match oftheWorld Cup (West Indies - Pakistan) was only able to garner a 2.84% average rating and a 53.3 viewer time spent. India's shock defeat at the hands of Bangladesh sent shivers down most advertisers' spines with many talking of pulling out. For advertising on the India matches SET had a special package that assumed India would make it to the super eights. The broadcaster charged Rs 4 lakhs for 10 seconds and the advertiser had to buy in all twelve matches that India is expected to play. This includes three matches in the group stage, six matches in the super eights, two semi finals and the finals. But if India lose in the group stage itself then the average Indian has no interest in the rest of the World Cup and the advertiser loses more than just the mileage of an India match. SET's original plan to sell its unsold inventory, which is about 5% of the total ad space according to Rohit Gupta of SET, at a high premium (Rs 5 lakh per 10 seconds for high-interest matches such as India-Pakistan or the super eights) may be a lost gamble. SET has sold air-time worth roughly Rs 350 crore for the World Cup and the farther India goes the higher their prices go.

•The first match of the World Cup (West Indies - Pakistan) was only able to garner a 2.84% average rating
• SET charged Rs 4 lakhs for 10 seconds and the advertiser had to buy in all matches that India may play

In a country where cricket is not only a sport, but also a great business opportunity as can be seen by the money that went into the Cup, India's failure to reach the Super Eight will translate into huge losses not just for sponsors and advertisers but also for exhibitors and commercial establishments. Many sports bars, pubs and lounges have paid huge monies as licensing fees to show the cup. Post the Bangladesh defeat, the establishments saw huge losses but are hoping for a return to normalcy after the Bermuda defeat though if India is ousted there the losses incurred may come to Rs 6,000 crores.

https://www.financialexpress.com/fe_full_story.php?content_id =158458

Edited by anishma24 - 18 years ago