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29 mn Indians watched CWG inauguration
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NEW DELHI: The opening ceremony of the Commonwealth Games attracted higher viewership than that of FIFA and Beijing Olympics. According to data released by viewership rating agency aMap, 29 million Indians watched the ceremony on DD National across the country and registered an average rating of 2.8.

Combined rating for FIFA opening ceremony and the first match telecast on June 11 on ESPN stood at 1.21. Beijing Olympics’ opening ceremony in August ’08 on DD National got a rating of 2.14 according to aMap.

Media planners say CWG’s opening night got ratings comparable to some cricket matches and popular reality shows, considering the ceremony was around four-hours long. The opening ceremony was telecast on DD National and DD Sports . But the rating agency did not release DD Sports’ ratings. The rating reflects viewership for both cable & satellite and non-cable households.

The first half of the games ceremony attracted higher eyeballs with rating averaging out to 3.76 between 7-9 pm. Though it dwindled to 1.73 in the last two hours as viewers could have shifted to Big Boss-4 hosted by Salman Khan on general entertainment channel Colors, said a media planner. “Brands have clearly missed a chance by not advertising on the games’ opening ceremony as the negative publicity helped it attract high viewership,” said Ashish Bhasin chairman-India and CEO-South East Asia of Aegis Media.

He added the rating is comparable to a cricket match on an all India level. Doordarshan which has the exclusive rights to telecast the Games has failed to get corporate sponsorships with largely public sector enterprises picking up adverting spots on the channel.

Basabdutta Chowdhury CEO of media buying firm Madison Media Plus said that given the ceremony was so long the opening ceremony attracted high viewership with ratings comparable to popular reality television shows.

Chulbul Pandey’s charms helped Boss-4 debut episode get higher rating than last season ‘s debut episode hosted by Amitabh Bachchan. The reality television show got a rating of 3.6 ( North, South & Western cable and satellite homes) on Sunday.

Source: The Economic Times

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