The ICC Cricket World Cup will be followed immediately by the IPL T20 games. Will cricket be able to retain its viewers?
Senior vice-president, ZenithOptimedia
The mega event in the subcontinent, with the added media coverage only adds to the clutter. The IPL begins within a few days after that and that is another 200-plus hours of cricket in India. In the World Cup, we expect the key matches (India's matches, the quarter-finals, semi-finals, and finals) to be blockbusters. The IPL will see regional spikes in viewership, depending on the teams and players playing. It's more like everyday primetime entertainment -- you can always come back even if you miss a few shows. The fatigue will get evened out in regional spikes.
EVP, country head, Mudra Connext
On an average, Indian men (lighter TV viewers) watch television for nearly two hours every day. While the total amount of television viewing does not increase dramatically, live cricket matches take away a large portion of this when India plays.
Unless India's performance plummets at the World Cup, viewership will be sustained, and IPL 4 will add women to the already cricket-crazy male audiences.
Chief revenue officer, ZEEL
Also, with so many media platforms conveying information on matches, sitting and watching cricket all day is no longer a must. Moreover, channels across genres are creating differentiated content and there is less navigation of audiences from genres such as GECs or music.
Fluctuations in viewership patterns (for India's matches) do take place depending on performance. The good part of the story is that the GECs and cricket channels have learnt to co-exist. Advertisers are ready to take risks and there is enough money for everyone in the market.
CEO and co-founder, Ormax Media
The World Cup is a premium event, but also one that's driven primarily by India's performance. The format of this World Cup is such that India will definitely be in the tournament till the quarter-finals. Also, five out of six matches featuring India (in the league stage) are on weekends. So, we can expect high viewership.
The most interesting influence of the World Cup will be on IPL 4. This is the first time IPL will be played just after a major ICC event. While IPL is a strong brand, the World Cup will certainly impact it -- even the most diehard cricket fans won't watch 90 days of back-to-back cricket.
I expect a drop of 15-20 per cent. Two things the World Cup will not impact are the advertising on IPL (it's largely sold out), and IPL's brand equity.First Published : March 10, 2011