India-Pak match records highest-ever viewership

The much-awaited semi-final match of the ICC World Cup between India and Pakistan may not have been a thriller but has clocked a record viewership rating of 11.74, according to overnight television rating agency, aMap.

Although most industry watchers will wait for the TAM ratings, which most media agencies subscribe to for a full analysis, media planners said the initial ratings suggest this has been by far the best encounter not just in this World Cup but in a very long time.

“A rating of 11.74 with a peak of 20.20 is definitely terrific news for advertisers. There was a lot of last minute buying as India was playing very well,” said Hiren Pandit, managing partner, South Asia, Group M.

According to aMap numbers, 67.3 million people watched the match across the official broadcaster of the tournament ESPN Star Sports’ (ESS) network of channels and state-owned Doordarshan.

The India-Australia quarter-final last week had a rating of 6.54 with a peak of 10.10. “The ratings are phenomenal. An average rating of 11.4 clocked on aMap translates into an assured rating of 20-24 as per TAM. The advertisers have got the best return on investment,” said Punitha Arumugam, group CEO, Madison Media.
 

COUNTING NUMBERS
Date	Teams	Peak  rating	Rating	Viewership (million)
Feb 19, ’11	India-Bangladesh	3.59	2.12	18.8
Feb 27, ’11	India-England	9.62	6.44	72.6
Mar 6, ’11	India-Ireland	4.51	2.73	24.1
Mar 9, ’11	India-Netherlands	5.92	2.68	26.1
Mar 12, ’11	India-South Africa	8.01	3.99	32.3
Mar 20, ’11	India-West Indies	5.95	4.12	33.8
Mar 23, ’11	India-Australia	10.1	6.53	53
Mar 30, ’11	India-Pakistan	20.02	11.74	67.3
Source: aMAP

According to media buying agencies, the broadcaster had a little less than five per cent of inventory to sell. Advertisers, too, were jostling for space to make the most from the hype surrounding the face-off, despite steep rates. ESS has believed to have sold a 10-second ad spot on the channel for Rs 1.8-2.2 million.

An average time of about 160 minutes spent shows a high level of stickiness which is extremely critical for the 50-over format after the entry of Twenty20. ESS said the World Cup had so far delivered 60 per cent more ratings as compared to the 2007 edition, played in the Caribbean. India had exited in the group stage then, which led to a huge drop in viewership and left sponsors in complete dismay.