The Hindu Business Line : Surge in viewer interest in Sri Lankan series

"The viewership numbers show that the interest in cricket during the ongoing India-Sri Lanka series is on the rise. These are a shade lower than those recorded during the India-Pakistan series played earlier this year."

New Delhi , Nov. 4

INDIA'S cracking on-field performance against the Sri Lankans has led to a growth in viewership interest.

According to the latest data by media tracking agency, TAM India, after Sachin Tendulkar's swashbuckling performance on the first one-day international ODI, viewership interest for the second match surged by over 33 per cent aired on DD National and DD Sports, all across the country.

For the all-India market covering persons over four years, the viewership for the first match stood at 6.3 television-rating points (TRPs). This went up to 8.4 TRPs on the second match. In the Hindi speaking markets, for the first match, the ratings stood at 6.6 points, which went up to 8.6 points in the second match.

According to Mr Atul Phadnis, Vice-President, TAM India, "The viewership numbers show that the interest in cricket during the ongoing India-Sri Lanka series is on the rise. These are a shade lower than those recorded during the India-Pakistan series played earlier this year."

The first match during the India-Pakistan series played earlier this year got a rating of 9.5 points, which rose marginally to 10.2 TRPS in the second game. The growth was just over 7 per cent.

Similarly the standalone ratings for DD National at an all-India basis for the first and second matches stood at 4.7 and 6.4 points respectively while the ratings for DD Sports for the first two clashes stood at 1.6 points and 2.1 points respectively.

Media planners said that normally the ratings go up when there are a few sterling performances. "For instance, Sachin played well during the first two matches and this led to more people tuning to the matches. The third match against Sri Lanka in Jaipur saw Mahender Singh Dhoni's fireworks. This will lead to a further spike in viewership," said a Delhi-based media planner.

However, media analysts maintained that for historic reasons, the overall interest in a Pakistan-India encounter is always higher than any other clash. "Nevertheless, the increase in viewership will enable the advertiser to get value for investment," the media planner said.

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Surge in viewer interest in Sri Lankan series