Financial Daily from THE HINDU group of publications
Friday, Oct 08, 2004
Financial Daily from THE HINDU group of publications Friday, Oct 08, 2004 |
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Marketing
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Marketing Research Variety - Sports Team India's form crucial to viewership Nithya Subramanian
New Delhi , Oct. 7 TEAM India's poor form seems to have irked cricket lovers, reflecting in the viewership figures for the ICC Champions Trophy. According to media monitoring agency, TAM India, which tracked viewership patterns in six metros, the ratings for the India-Pakistan match in cable and satellite (C&S) households stood at 6.12 television rating points. In all households (including cable households as well those receiving only terrestrial signals), the ratings stood at 6.57 points. The ICC Champions Trophy is available on Doordarshan and SET Max. When this is compared to the Holland Cup, where India played Pakistan, the television ratings for C&S homes stood at 10 points while the all-homes was 12 points. Viewership interest further declined when India did not reach the final. During the England-West Indies finals in England, the ratings fell to 2.48 points in C&S sample, and to 3.13 points in all homes that were surveyed in the six metros. Media planners have maintained that India's performance is crucial to the advertisers. "Advertisers too are not very enthused when India does not perform well. And this was evident when the advertising rates for the ICC Champions Trophy dropped," said a Mumbai-based media planner.
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