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Nithya Subramanian

NEW DELHI, June 2

LITTLE wonder that big bucks go into cricket. The first international test series of the year between India and West Indies brought in viewers by the hordes. The second test match on Star Sports garnered 10.29 television-rating points (TRPs).

According to ESPN-Star Sports, more than 11.95 million or 65 per cent of all males over 15 years of age belonging to ABC categories across cable and satellite homes tuned in to watch the matches.

Media analysts said that even during recessionary times sports would manage to maintain its share of the advertising pie, even as the cost of acquisition of sports rights was rising.

And, cricket draws in male viewers just as the numerous saas-bahu serials attract female viewership. "Some of the daily soaps which attract huge female following get lower ratings compared to cricket. In fact, during the cricket season, especially if the matches involve India, viewership of other serials tend to fall," said a senior media planner. Mr Manu Sawhney, Managing Director of ESPN Software India Pvt Ltd, said, "The exceptional ratings of the India-West Indies test series further establish the fact that cricket is a religion in India."

"Viewership is normally high for one-day internationals (ODIs), but test matches in the India-West Indies series brought in the viewers," said the media planner.

The fact the series received good viewership has been further reiterated by the ratings that advertisements achieved. Brands such as All Out mosquito repellent, MRF, LG refrigerator and Dr Morepen received ratings between 9.88 and 10.14 points.

Last year, India played four ODIs with over 450 brands advertising during the matches. The number of spots purchased during the period was over 16,000.

Media analysts said that spends on cricket and therefore revenues of sports channels may not go up substantially this year. However, with the World Cup next year, several advertisers are expected to pour money into the game.

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