SETMAX claims victory in viewership for ICC Champions Trophy 2002

By , agencyfaqs! | In | October 10, 2002
However, there is disparity in the figures presented by MAX, as highlighted by TAM data

SETMAX, the movies, cricket and events channel from the Sony Entertainment Television stable, is decidedly upbeat in the wake of the ICC Champions Trophy Sri Lanka 2002. According to the Top 100 list presented by TAM for the week ending September 28, 2002, the post-lunch session of the India-England match on September 22, 2002 (Sunday), gave the channel TVRs of 11.83 (in C&S homes among 4-plus audiences), placing it at the No 1 slot. It was followed by Kyunki Saas Bhi Kabhi Bahu Thi at No 2 with TVR of 10.2, Kahani Ghar Ghar Ki at Nos 3 and 4 with TVR of 10.19 and 9.47 (both are STAR Plus programmes).

The first half of the India-England match on SETMAX (September 22, 2002) makes an appearance at the fifth position with a TVR score of 9.2, followed by Kasauti Zindagii Kay with 9.17 and Kyunki Saas with 9.07.

Interestingly, the second half of the India-South Africa semi-final on SETMAX comes in at No 8 with a figure of 9.06 followed by Kyunki Saas (STAR Plus) at 8.84 and the first half of the India-South Africa semi-final (SETMAX) completing the Top 10 with a score of 8.62.

Also making its debut in the Top 100 is the "wrap-around programming" by the channel titled Extraa Innings (it was presented by Ruby Bhatia and Charu Sharma during the ICC Champions Trophy) that comes in at numbers 17 (TVR: 6.9), 18 (TVR: 6.84), 37 (3.82) and 60 (3.22).

Cricket-based shows Master Blaster, Bajaj Boxer Total Knock, Super Fours and the Sri Lanka-Australia semi-final on September 27, 2002 (both first and second halves) complete the line-up for SET MAX, bringing the total to 13 shows from the channel that make it to the Top 100 list for that week.

However, the disparity in figures emerges in the cumulative reach cited by the channel, which, it says, is a whopping 90 million for C&S homes among 4-plus audiences. Thus, in percentage terms, cumulative reach as stated by the channel is 75 per cent of a universe base of 121 million.

Now, the official TAM data for the week indicates that the total universe base of C&S homes (four years and above) as projected by it is 64 million (period analysed September 12, 2002 to September 28, 2002) of which 74 per cent or 48 million is the cumulative reach for SETMAX during the ICC Champions Trophy Sri Lanka 2002. Moreover, total TV reach for any channel in C&S homes (four years and above), according to TAM, is 62 million (for the same period), implying that 90 million goes way beyond its projected figures.

Viewership among women for the ICC matches, as stated by the channel, is 34 million out of 90 million. But, when the TAM output is considered, figures don't match. According to TAM, the universe base of C&S women (four years and above) is 30 million of which 73 per cent or 22 million is the viewership of SETMAX among women (four years and above).

Finally, the total reach of any channel in this target group is 96.5 per cent or 29.13 million, clearly highlighting the inconsistency in viewership among women, as stated by the channel. © 2002 agencyfaqs!

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