Broadcaster ESPN is set to reap a windfall with the ongoing ICC World Twenty20.
Media planners have predicted a highest ever rating for the India-Pakistan final
on Monday evening.
to media planners, sports broadcaster ESPN could reap a small fortune of an additional
Rs2 crore just from the 200-odd seconds of its inventory reserve. Pricing has
reportedly hit a premium rate of Rs10 lakh for a 10-second spot, about five times
higher than the rates at which ESPN sold spots for the other matches.
what''s more, ESPN doesn''t need to offer discounts. If anything, the research ratings
have revalidated the undoubted first position of an India-Pakistan cricket as
the biggest entertainer on Indian television.
in the week, TAM Media Research showed figures to reward the ESPN Star cricket
channels with about 47.2 per cent of all channels share for the Indo-Pak match,
the one that finished in a tie on September 14.
to Sundar Raman, managing director, MindShare, the TAM ratings for the Indo-Pak
final are expected to touch a new high. He adds that he won''t be surprised it
they happen to be the highest ever rating on Indian television yet.
numbers also suggest that some audiences of popular musical contest / reality
shows on other general entertainment channels such as Sony and Star TV had also
migrated to cricket.