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At 15 TVR, Indo–Oz clash is the top-rated World Cup match till semis
MUMBAI: The clash between India and Australia was the most-watched match of the cricket World Cup 2015 till the semi-finals stage.
The semi-final contest earned a rating of 15 TVR across the Star India network and Doordarshan (TAM data M15+ ABC). The match rated 12.7 TVR on Star network and 2.3 TVR on DD.
According to Star India, a record 309 million Indians (TAM Panel CS4+ extrapolated to the universe using a standard conversion factor) tuned in to watch India’s semi-final clash with Australia on their televisions, as the two best teams in the world battled for a berth in the World Cup finals.
Comparatively, the India–Pakistan match had rated 14.8 TVR (TAM data M15+ ABC) on Star network and DD. The India–West Indies match had rated 13.1 TVR and the India–South Africa encounter had rated 12.9 TVR.
While the India–Pakistan match was watched by 288 million viewers, the India–West Indies and India–South Africa matches were watched by 262 million and 257 million viewers respectively.
The broadcaster also claimed that the cumulative reach of the tournament, till the semi-finals stage, was 635 million and that every second Indian tuned in to watch the biggest extravaganza of cricket.
For the first time, the tournament was broadcast in six languages—Bengali, Tamil, Malayalam and Kannada, apart from English and Hindi. The regional feed strategy proved successful, with the Hindi and regional feeds contributing to 77 per cent of the overall viewership.
Star India CEO Uday Shankar said, “ICC Cricket World Cup 2015 has been an epic event in terms of scale, reach, and following. With over 600 million viewers, the largest aggregation of advertisers ever, and one of the most talked-about marketing campaigns, this edition has validated that there is nothing bigger than the World Cup for Indian consumers.
“Fittingly for an event of such scale, Star India took the game of cricket to the next level redefining the viewer experience. The fans’ unflinching faith and passion for the game has added to our efforts to make this World Cup bigger and better than ever before.”
The ‘Mauka’ campaign was inundated with spoofs and iterations. The campaign went viral with over 33 million views online making it one of the most-viewed campaigns ever on digital in India.
Star did innovations like global first telecast of cricket in 4K, player analytics and drone cameras. Star’s commentary panel for the ICC Cricket World Cup 2015 saw 13 World Cup captains, 20 World Cup winners, and 26 World Cup semi-finalists express their views and opinions.
On the back of regional feeds, this edition saw advertising options for brands looking to associate with the World Cup. With many first-time World Cup sponsors advertising on this edition, the advertiser count for the ICC Cricket World Cup 2015 has been the highest ever, 50 per cent more than the previous edition.
India was talking cricket online too, with the ICC Cricket World Cup 2015 scoring strongly on social media dominating conversations through the tourney. A record 750,000 unique authors drove 3.6 million conversations with a reach of over 44 billion potential impressions.