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Tariq Engineer

Mumbai , Dec. 20

Dada's return to the international cricket arena turned out to be a boon for advertisers as well.

Sourav Ganguly made an unbeaten 51 in the first innings of the first India-South Africa Test, an innings that played a crucial part in India's maiden victory in South Africa. And while he was at the crease, television viewership rose sharply, providing the most benefit to those advertisers lucky enough to have their ads aired at the same time. Some of the big brands advertising on Star Sports were Hutch and Chlormint, among others.

According to data provided by Audience Measurement and Analytics Ltd (aMap), Ganguly's presence at the crease registered a net reach of 9.1 per cent on the first day against a net reach of 6.5 per cent for the first day's play as a whole.

It was a similar story on the second day, with Ganguly drawing 12.6 per cent of viewers against the day's average of 10.6 (as a percentage of total cable & satellite homes watching TV)

Ganguly's impact was even more pronounced when it came to Bengali speaking viewers, who tuned in at a rate approximately one-and-half times higher than the national viewership. When Ganguly was batting on Day One, 14.7 per cent of Bengali speakers tuned in. On Day Two, that number rose to 18.6, said aMap, which has profiled the viewers where it has installed measurement meters.

The impact of Ganguly's return on Bengali speaking viewers was not limited to the time he spent at the crease either. Bengalis tuned in at higher percentages than the country for the entire duration of the Test.

The difference was most pronounced on the first day, when 12 per cent watched the entire day's play, marginally down from the 12.6 who watched when Ganguly was batting, versus the 6.5 per cent mentioned earlier.

The strong Bengali viewership was naturally reflected in market shares as well. Star Sports managed to grab a 17.8 share on Saturday and a 14.3 share on Sunday. The overall market share for the Test on those two days was 6.9 and 7.5 respectively.

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