afaqs!

CWG: More metals more viewers

By Anushree Bhattacharyya , afaqs!, New Delhi | In Media Publishing | October 14, 2010
Viewers' interest in CWG kept on multiplying with India's winning spree. While the opening ceremony reached out to 26 million viewers, by the end of the week the figure went up to 71.1 millions viewers on DD1

One of the most talked about sports events, the Commonwealth Games 2010 (CWG) has reached a total of 92.5 million viewers through DD1 and DD Sports over week of October 03 to October 09, according to the TAM report.

The Commonwealth Games, which began on a high note, reached 71.1 million viewers on DD1 and clocked 0.9 per cent TVR; the telecast reached 40.3 million viewers on DD Sports and garnered 0.2 per cent TVR (C&S, 4+, All India).

The opening ceremony on October 03, 2010 reached 26 million viewers on DD1 and garnered 2 per cent TVR.

On the first day of the Games, that is, October 04, DD1 added 8.6 million new viewers and reached 34.6 million viewers with a TVR of 0.7 per cent. Similarly, on the second day, October 05, the Games added 10.6 million new viewers; while the channel reached 45.2 million viewers and clocked a TVR of 0.9 per cent.

With each passing day, DD1 kept adding viewers and increased its reach with India adding metals to its kitty every day.

Among the sporting events during the CWG, weightlifting, badminton, gymnastics and table tennis are the high scorers in terms of TVR.

On Day 1 (October 04), weightlifting garnered 0.5 per cent TVR; while on Day 2, badminton gathered 0.8 per cent TVR. On Day 3, table tennis registered 1.1 per cent TVR. On Day 4, gymnastics registered 0.6 per cent TVR and on Day 5, once again, badminton clocked 1.1 per cent TVR. Finally, on Day 6 (October 09), weightlifting garnered 1 per cent TVR.

On both DD1 and DD Sports, the total number of advertisers was 51, and a total of 56 brands were advertised. The top 10 categories that advertised on the two channels include corporate/brand image, social advertisements, travel and tourism, banking services and products and two-wheelers.

Among the top 10 advertisers are Indian Railway Catering and Tourism Corporation (IRCTC), Bank of India, Hero Honda Motors, NTPC, Air India and Central Bank of India.

Has the CWG telecast fared beyond expectations? afaqs! spoke to a few media experts on this.

Shashi Sinha, CEO, Lodestar UM says, "The fact that the Games have reached 92.5 million viewers, points that it has fared beyond expectations. With all kind of negative reports that had appeared before the Games had begun, the feeling was that the Games will not be watched. Nevertheless, I think the viewership increased after the opening ceremony and India's performance at the Games."

However, Punitha Arumugham, chief executive officer, Madison Media has a different opinion and states that the national broadcaster has failed in reaching the masses. According to her, this has happened only because of all the negative publicity, poor packaging and the non-conducive timing of the Games, as most of the viewers were travelling or at work.

With media giving a mixed response, it will be the closing ceremony, scheduled on October 14, 2010 which will be the deciding factor for the CWG.

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