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The Cricket World Cup 2011 is setting new benchmarks in viewership ratings in India.
According to the latest figures issued by rating agency TAM, more than 127 million people tuned into the first 10 matches on the official broadcaster ESPN Star's channels, a record for cricket World Cups so far.
The number of viewers account for more than 64 per cent of the cable and satellite homes in the country. The matches have also recorded high viewership numbers on Doordarshan. The national channel and ESPN Star's bouquet account for 115 million viewers, of which 106 million viewers were on the ESPN Star bouquet.
The average television rating (TVR) for the first 10 matches stood at 3.1, much higher than the 2007 edition. Amongst non-India matches, the Pakistan and Sri Lanka match delivered the highest average rating of 4.6, while The Netherlands and England game notched up a TVR of 2.5. Pakistan and Sri Lanka also delivered an impressive peak TVR of 11.7, slightly lower than 12.48 TVR peak rating for the opening match between India and Bangladesh.
According to aMap ratings, the India-England match delivered average ratings of 6.44 TVR. The encounter played on a Sunday also got a strong response on the online stream with 1.45 million viewers.
The live streaming on www.espnstar.com/cwclive has served 6.9 million video streams as of March 1. Of the total, over 5 million have been unique visitors.
Mr Sanjay Kailash, Executive Vice President – Ad Sales & New Media, ESPN Software India Pvt Ltd, said, “The ratings for the non-India matches are healthy and point towards increasing viewer interest in the tournament as a whole. Credit must also be given to the teams who are dishing out such exciting fare and our advertisers are lapping it up.”
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