afaqs!

FIFA: Final could not beat the exciting quarter final

By Sapna Nair , afaqs!, Mumbai | In Media Publishing | July 19, 2010
The final FIFA match garnered a TVR of 4.16 in the six metros

The concluding match of the FIFA World Cup between Netherlands and Spain garnered a TVR of 4.2, as per TAM Media Research (C&S, 4+, HSM). The match was watched by nearly 6.1 million viewers across the six metros.

The TVR recorded by the final match, however, was not the highest of the season. The quarter final match between Argentina and Germany garnered a TVR of 4.3 in the six metros.

& #BANNER1 & #The final match held on Sunday, starting at 11.45 pm, reached a total of 6.1 million viewers. This is the highest ever reach commanded by any match. The number of people who tuned into the final match was double that of those who tuned in for the semi-final match between Uruguay and Germany, which garnered a TVR of 1.5.

On the whole, almost 32.6 million viewers tuned in to the football World Cup this year. The average TVR recorded by the semi-final and final matches was 2.6, whereas the average TVR recorded during the entire tournament (64 matches) was 1.3.

During FIFA World Cup 2004, the TVR recorded by the final match was 5.6 in the six metros. However, since then, TAM's universe has almost doubled in size, which impacts viewership. The reach garnered by the final match of 2004 was 3.9 million.

If the overall reach is looked at, the FIFA World Cup 2010 managed to double its viewer base - from a reach of 16.2 million in 2004 to 32.6 million in 2010. This can also be attributed to the increase in the universe.

Cellular phones, cellular service providers and DTH service providers were the top three categories of advertisers on Indian television during the FIFA World Cup 2010. The top five advertisers were Vodafone, Nokia E72, Hero Honda Karizma, Airtel digital TV and Airtel Cellular Service.