The Hindu Business Line : Indo-Pak ODI final on TV gets record viewership

THE excitement that got built up gradually during the India-Pakistan cricket one-day series has, predictably, been reflected in the television viewership numbers.

The fifth and final match at Lahore, which acquired a tournament final-like significance as both team were tied 2-2 prior to that, has seen a record total viewership of 92 million, just below two-thirds of the viewership base.

TAM Media Research's Peoplemeter System, which tracks viewership trends, has pegged the viewership in cable & satellite (C&S) homes to be 54 million.

The above viewership numbers represent `reach,' which measures the number of people who tuned in during the match at least for a minute. For the final match, DD drew 71 million viewers to Ten Sports' 29 million but the `unduplicated' figure — the total minus those cable homes that had watched both channels during the match — is 92 million, according to TAM.

DD's average TVR (television rating) was 16, well above Ten Sports' 6.

The reach soared from 72 million in the first match to 92 million in the final, and a bulk of this increase has been brought about by DD, thanks to its terrestrial reach. The channel, which attracted 56 million viewers during the first match, ended up with 71 million during the final. Ten Sports, on the other hand, merely added four million during the series — from 25 million to 29 million.

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