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MAX steals a lead over DD in World Cup final

By , agencyfaqs! | In | April 09, 2003
SET's hybrid channel is ahead of the terrestrial player in terms of channel shares as well as average ratings


MAX and DD1 may have slugged it out all through the World Cup - with the scales more often than not tipping in favour of the hybrid channel from Sony Entertainment Television - but the decisive moment that sets the leader apart is undoubtedly the Cup final, held on March 23. Both MAX and DD1 simultaneously telecast the match.

A look at channel shares of MAX and DD1 in the top six metros (Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad) amongst C&S individuals four-years-and-above between 1.29 pm and 9.20 pm on March 23, highlights that MAX leads the race for eyeballs by a huge margin. The figures are as follows. Mumbai: MAX - 71.93 per cent, DD1 - 7.85 per cent. Delhi: MAX - 56.55 per cent, DD1 - 15.5 per cent. Kolkata: MAX - 81.98 per cent, DD1 - 4.48 per cent. Chennai: MAX - 48.66 per cent, DD1 - 17.04 per cent. Bangalore: MAX - 58.09 per cent, DD1 - 7.16 per cent. Hyderabad: MAX - 74.94 per cent, DD1 - 5.62 per cent. (Source: TAM Media Research.)

If one argues that the above channel shares present the picture amongst C&S homes, excluding non-C&S households, a look at channel shares for all individuals four-years-and-above in the 1.29 pm-to-9.20 pm slot (on March 23) shows that apart from Delhi and Kolkata (which show a marginal difference of 0.85 per cent and 2.46 per cent, respectively), MAX leads. The figures are as follows. Mumbai: MAX - 54.16 per cent, DD1 - 28.07 per cent. Delhi: MAX - 30.29 per cent, DD1 - 31.14 per cent. Kolkata: MAX - 42.54 per cent, DD1 - 45 per cent. Chennai: MAX - 35.08 per cent, DD1 - 27.96 per cent. Bangalore: MAX - 46.14 per cent, DD1 - 18.57 per cent. Hyderabad: MAX - 51.54 per cent, DD1 - 31.81 per cent.

Average ratings of MAX in the top six metros for the same time period is as follows: Mumbai - 25.5, Delhi - 17.5, Kolkata - 39.2, Chennai - 20.4, Bangalore - 22.4 and Hyderabad - 30. DD1, on the other hand, has the following figures to its credit: Mumbai - 10, Delhi - 9.8, Kolkata - 20.5, Chennai - 11.6, Bangalore - 7.1 and Hyderabad - 11.9. (Period of analysis: 1.30 pm to 9.45 pm on March 23).

Despite a lack-lustre performance on the above two parameters, DD1 can take heart when considering peak half-hour TVRs. For non-C&S individuals, DD1 shows healthy figures in the six metros, with Kolkata touching a high of 51.5. Mumbai stands at 37.7, Delhi - 19.3, Chennai - 31.9, Bangalore - 26.3 and Hyderabad - 35.8.

In the case of MAX, peak half-hour TVRs for C&S individuals is as follows: Mumbai - 28.5, Delhi - 19.3, Kolkata - 47.3, Chennai - 23.9, Bangalore - 25.5 and Hyderabad - 33.3.
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