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India-Australia Test series garners highest TV ratings in last 4 years

The series delivers almost 50 per cent more ratings compared with the previous India- Australia series in 2011-12. The simulcast Hindi commentary contributed 40 per cent of the overall ratings

BestMediaInfo Bureau | Delhi | April 9, 2013

The television broadcast of the recently concluded India-Australia Test cricket series has delivered an impressive average rating of 2.05 TVR. This is the highest average rating for a Test series played by India in the past four years. ESPN Star Sports’ commitment for enhanced viewer engagement with the introduction of world class simulcast Hindi commentary found favour with fans as it contributed 40 per cent of the overall ratings. The four-Test series delivered impressively on reach as well with 9.28 crore people watching the telecast.

The India-Australia series 2013 has delivered almost 50 per cent higher ratings compared with the previous India-Australia Test series played in Australia in 2011-12 which averaged 1.37 TVR. The four-Test series also delivered 22 per cent higher ratings than the India-England Test series played earlier this season which delivered an average of 1.68 TVR. The TV ratings peaked at 3.2 TVR on the eventful 3rd day of the 4th Test when Cheteshwar Pujara made a quick-fire 82.

Vijay Rajput, Chief Operating Officer, ESPN Software India, said, “Our approach to the presentation of Indian cricket has been a game changer in many ways. The introduction of Hindi commentary feed has done well and so has our strong web offering through starsports.com which allows consumers to get in the game online. Our aggressive marketing campaigns through the season which focussed on new and upcoming heroes of team India in transition culminating with the ‘Asli Test Baaki Hai’ campaign for the India-Australia series struck a chord with fans across the country.

Rajput added, “Our aim is to take the viewership of this game to a completely new level – be it through our compelling campaigns, quality of talent, look and feel of the presentation, multi-platform delivery or through promoting it across the entire STAR network.”

India-Australia Test series 2012-13

Test match TVR Ratings*
1st Test match 1.9
2nd Test match 2.1
3rd Test match 2.0
4th Test match 2.3
Average 2.05

Source: TAM

TG: CS M, 15+, SEC ABC


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