Marketers anticipate top ratings for one of the most anticipated sports events in recent times
Shukti Sarma
It's the most-anticipated clash on the sports field in many years and it has sent the media world into a tizzy. As India and Pakistan play the semi-final of the Cricket World Cup, media and advertising businesses are counting the gains.
The match in Mohali on Wednesday is expected to earn some of the biggest ratings of the 2011 World Cup. On an average, media representatives have laid down a 'modest' expectation of 15-20 television rating points. "The India-England match, which was not so hyped up, garnered some 13 points," said an analyst. "India-Pakistan match being the most talked about clash will see ratings way above that. It will be at least 15-20."
Mudra Max CEO Pratap Bose estimates the ratings will reach 17-18. OMD India's managing partner Harish Shriyan also expects ratings within this range. However, some others like VivaKi COO Mona Jain expect even higher, saying that 24 will not be an implausible score. There are some others who agree.
Many corporates have given their employees the day off, schools have closed early, and many employees have stayed back at home to be able to watch the match. Enthusiasm is high, considering India's unbeaten 4-0 score over Pakistan in the World Cup matches, and the expectation that Sachin Tendulkar could score his 100th century.
Naturally, the broadcasters and the ad world is geared up for the big event. Advertising rates have shot up. The India-Pakistan match will ask for Rs17-18 lakh for a ten-second slot, perhaps the highest in television history. Advertisers are reportedly bidding desperately, and some experts think that the rates have crossed affordability.
Initially, it was expected that where IPL matches garner a rating of 4, the World Cup will see matches earn some 5-6 TVRs, and the rates were supposed to be something around Rs3.5 lakh. However, with the unexpected high ratings earned for the other matches during the tournament has led to a huge inflation in advertising prices.
The internet has also profited from this buzz. Visits to cricket websites have gone up by 50% and ESPN's Cricinfo is enjoying the lion's share, with Yahoo! Cricket following closely. Cricinfo saw seven million visitors since 20th February, the largest it has experienced.
India-Pakistan cricket rivalry being one of the most intense rivalries in the sports world, the hype is understandable. Despite India's unbeaten score, this match will be keenly watched because the thundershowers overnight would have rendered the nature of the wicket uncertain. If the pitch remains sticky, Indian spinners will be in for a tough time, but if it dries up it will give the batsmen an edge. The uncertainty will make sure that people remain glued to the screen till the end.