TV viewership of the T20 cricket World Cup is adversely affected by unusual timings

TV viewership of the T20 cricket World Cup is adversely affected by unusual timings

Unusual timing of T20 World Cup matches has drastically impacted the TV viewership of the tournament.

It has been noted that this ongoing ICC T20 Men’s World Cup has found a drop in the TV viewership for the initial 30 matchups as 2022 to around 8% lesser than before mainly because of the matchups other than India - which began because of the less time spent watching-. In contrast, there is a 4% increase in the gross audience impressions mark touching 205 million mainly.

According to BARC, the average rating of the T20 World Cup has gone down by 8% to 0. 97 TVR for all-India male and female 2+ audiences and 13 percent to one percent. A TG of 2 TVR for all-India male 15+ audiences. TVR or TV rating can be explained as the integration of time spent and reach of a media vehicle.

The One-day international cricket match between arch-rivals India and Pakistan on 9th June received 3. 89 TVR and 4. 81 TVR for all-India MF 2+ and M 15+ respectively. It is worth mentioning that the TV rating of the India-Pakistan game is among the lowest for the two countries since the onset of 2019.

However, the cumulative reach for 2+ audiences has increased but for the male 15+ the reach has declined by 2% reaching 86 million. Males aged 15 and above are considered because they are the main audience in cricket advertisements.

According to the BARC data, the viewers spend more than 1,300 seconds of their FCT on the Disney Star network. For one of the key channels of monetisation Star Sports 1 Hindi, FCT per match is more than 1,400 seconds.

In total, 51 were advertised during the tournament. Ad buyers aver that the broadcaster has till date realized ‘900-1,000 crore in ad money across TV and digital.

“The T20 World Cup felt the heat of the IPL and the general elections also; the T20 World Cup is following the IPL which drained a lot of money from the market,” opined the CEO of a media buying agency on condition that he was not be named.

EssenceMediacom South Asia CEO Navin Khemka said that the majority of the matches, except for those that involved India, have faced a bleak viewership on television because of their scheduling. The India matches are telecast in the prime time for the Indian viewers while the Non-India matches air in the early morning he also added.