As per Broadcast Audience Research Council (BARC) data, the average ratings for the T20 World Cup have dropped 8% to 0.97 TVR for all-India male and female 2+ audiences and 13% to 1.2 TVR for all-India male 15+ audiences. TVR or TV rating is a combination of time spent and reach.
The June 9 match between arch-rivals India and Pakistan garnered 3.89 TVR and 4.81 TVR for all-India MF 2+ and M 15+ audiences, respectively. Experts point out that the India-Pakistan game’s TV rating is among the lowest for the matches between the two arch-rivals since 2019.
While the cumulative reach for 2+ audiences has gone up, it has declined 2% to 86 million for male 15+ audiences. Advertisers target males aged 15+ as they are the core cricket audience base.
As per BARC data, the average free commercial time (FCT) consumption across the Disney Star network is upwards of 1,300 seconds. On Star Sports 1 Hindi, which is one of the key channels of monetisation, the average FCT per match is over 1,400 seconds.
A total of 51 advertisers are advertising during the tournament.Media buyers say that the broadcaster has so far raked in ad revenue worth ‘900-1,000 crore across TV and digital.”The T20 World Cup got impacted due to the IPL and general elections. The T20 World Cup is happening after the IPL, which sucked out a lot of money from the market,” said the CEO of a media buying agency, on condition of anonymity.
EssenceMediacom South Asia CEO Navin Khemka said the TV ratings for the tournament have taken a hit due to the unfavourable timing of most of the matches, barring the India games. The India matches are broadcast in prime time for the Indian audience, while non-India matches are aired in the early morning, he added.
