1

Cricket continues its dominance in Year 2010…

176 Mn. 155 Mn. 118 Mn.

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

2
Top 10 Sports Event in India = All Cricket Events
Top 10 Sports Event in Y 2010

DLF IPL T20 2010

Micromax Mobile Cup 2010 (Ind vs. SA)

Airtel ODI Cup 2010 (Ind vs. Aus)

Idea Tri-Series Cup 2010

Airtel ODI Cup 2010 (Ind vs. NZ)

Airtel Test Cup 2010 (Ind vs. Aus)

Jaypee Infrastructure Test Cup 2010 (Ind vs. SA)

Airtel Test Cup 2010 (Ind vs. NZ)

Micromax Asia Cup 2010

Micromax Tri-Series 2010 (Ind-SL-NZ)

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

3
3 fold rise in Cricket content since Y 2003

Indexed Growth based on Programming Hrs; Indexed Year: Y 2003

Avg. Time Spent by Universe on Cricket has
decreased

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

 WC 03: 57 Mn. viewers

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

 WC 07: 105 Mn. viewers

Source: TAM Peoplemeter System TG: CS 4+ Market : All India

 Gujarat and Maharashtra remained the top
Cricket WC viewing markets

West Gujarat
Bengal Madhya
Maharashtra Gujarat Maharashtra
Pradesh

Channels WC 07: MAX, SAB TV & PIX

Channels WC 03: MAX and Sony
Source : TAM Peoplemeter System; TG:CS 4+ Yrs;
Contribution from Males, 15-24 and 35+ years

Gender Age Group SEC

Source: TAM Peoplemeter System Market : All India

Channel (07) : MAX + PIX + SAB TV & Channel (03): MAX + SONY
Heavy Viewers WC’07 – Major viewing contributed by Male viewers,
Age: 35 years +, SEC: B & D/E
Gender Age Group SEC

Source: TAM Peoplemeter System Market : All India

Channel (07) : MAX + PIX + SAB TV
PRE DURING POST

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India

9 times growth in Sports’ viewership

PRE
DURING
POST

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India

Advertising volumes doubled in 2007

Ad Volume
Doubled

Brands Almost
Doubled

Channels WC 03: MAX and Sony Based on Ad. Volumes Channels WC 07: SET MAX, SAB TV & PIX
 Almost 50% share of advertising
by top 3 sectors
Auto (21%)

Food & Beverages (16%)

Telecom Products (14%)

Channels WC 07: SET MAX, SAB TV & PIX

21
Hypothesis 1: Female viewership
on cricket affects the other
genres
Female Viewership of GEC Channels declined by
6% during WC 2007

6%
Avg. TVR

Source: TAM Peoplemeter System; Market: All India; TG: CS Female 4+ Yrs
A 77% rise for the World Cup channels amongst
Female viewers

77%
Avg. TVR

Source: TAM Peoplemeter System; Market: All India; TG: CS Female 4+ Yrs
 Reality:

Female viewers ditch the GECs for Big

Ticket Events on cricket
 Hypothesis 2: India’s performance
linked directly to Cricket viewership
India’s early exit-key reason for the dismal
ratings

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India

 Reality:

India’s victory/presence beyond the

leagues draws audience
Hypothesis 3: Star players
affecting the viewership
 The Sachin Factor…

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ; Market : All India

Reality:
Hypothesis 4: Cricket anytime,
anywhere
 Reality:

If Cricket is played outside Sub-

continent countries, clear drop is
observed in Cricket viewership
 Hypothesis 5: Cricket will
continue to dominate in 2015
with the Gen Next
 Viewership from the ‘Kids segment’ for
Cartoon/Animation channels declined by 8%

8%
Avg. TVR

Source: TAM Peoplemeter System; Market: All India; TG: CS 4-14 Yrs
 64% rise in v’ship amongst Kids viewers for
World Cup channels

64%
Avg. TVR

Source: TAM Peoplemeter System; Market: All India; TG: CS 4-14 Yrs
Reach %
Kids interest increasing towards Cricket

Source: TAM Peoplemeter System; Market: All India; TG: CS 4 - 14 Yrs

 Reality:

Kids’ interest for Cricket on rise!!!

Hypothesis 6: All formats of
cricket are watched
 Format acceptance over years

ICC T20 World Cup Won by

India ; IPL launched

*All Indian matches

Source : TAM Peoplemeter System ; TG: CS 4+ Yrs ;Market : All India

Affecting Advertising …
Advertising moving towards the popular
format
To Summarize
 Continent Factor

Key face-offs to be in tune with the sub-continent viewer

Wooing the Kids and Female viewers
 Star Players
Absence of Star Players– build up ‘star factor’ before
2015
We are Game ! Are You ?!