afaqs!

T20 final match delivers record breaking reach

By Sapna Nair , afaqs!, Mumbai | In Media Publishing | June 23, 2009
More than 20 million people tuned in to watch the final match between Pakistan and Sri Lanka

The ICC World Twenty20 series, which was aired on STAR Cricket, came to an end on Sunday, June 21. Although not an astounding success, the matches claimed higher reach this year than in 2007. For instance, the final India-Pakistan match in 2007 managed to draw a little over 14.2 million viewers (aMap estimates, C&S 4+, All India); whereas in 2009, even the non-India matches scored higher.

The final match between Pakistan and Sri Lanka recorded a TVR of 3.7 (C&S, 15+, All India). In the six metros, too, the final match garnered a TVR of 3.6. Around 7.3 lakh viewers in these cities tuned in to watch the match.

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This was the most watched non-India match and was aired between 7-11 pm. Around 20.6 million viewers tuned in -- this is the highest so far, not only for this year's ICC World T20, but also the previous one. The 2007 ICC T20 finals had recorded a TVR of 5.9 (C&S, 15+ all India).

Media observers think it's not bad at all, considering it was a non-India match. "In comparison to the average viewership the matches recorded, that is about 2, 3.7 is a good jump," says a senior media planner. The interest level, she says, was higher for this one, since Pakistan was playing.

The first semi-final match after India was ousted from the series, between South Africa and Pakistan, drew 14.5 million viewers; while the second semi-final, between Sri Lanka and West Indies had more than 12.7 million people tuning in.

The India-South Africa match held on June 16 recorded a TVR of 2.5 only. The highest TVR of 5.3 was recorded for the match between India and West Indies, with approximately 18.5 million viewers tuning in.