April 03, 2007
Prime Contenders for Prime Time
 Till such time that Cricket is being broadcast, Indian television viewers give up on everything else, but you take Indian Cricket Team out of the equation, the Mass Entertainment Empire strikes back.
Figure 1 depicts this is no uncertain terms. The two extremes are Channel share of Cricket Group (SetMax and SAB) versus Mass Group (Star Plus, Zee TV and Sony) on India Match days and Super 8 days. To understand the swinging fortunes of cricket broadcast in India only these two groups were compared.
The channel shares of the Cricket Group outsmarted the Mass Group and their channel share shot up from 13% to 60% (refer figure 1). Things would have improved in Super 8 had Team India made the cut but the picture reversed completely with Cricket Group's channel share rising marginally from 13% to 19% in the average of three Super 8 matches.
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Figure 1 : Inter Channel Share of Cricket Group Vs. Mass Group
(NWE, C&S4+, Prime Time aMap) |
Cricket Loyalists
On further analysis of the viewers of cricket, it is possible to identify hard-core cricket viewers and they are defined as those viewers who watched at least one match in which India was playing.
 25% of hard-core cricket fans on an average watched the Super 8 matches with highest number viewers coming back for the 1 st Match on 27th March and then the number kept on decreasing. From amongst non-viewers of India matches in prime time, on an average 6% watched the Super 8 matches and unlike the Indian match viewers the trend is slightly positive. Figure 2 and 3 depict this very clearly.
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Figure 2: Non-viewers of India Matches during Prime Time
(NWE, 20:00 to 23:00 hrs, aMap) |
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Figure 3: Net reach of SetMax amongst India Match viewers
(20:00 to 23:00, NWE, aMap) |
The future trends will be tracked by aMap on a day-to-day basis. Call us for more and updated information.
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