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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