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India-Sri Lanka clashes score high on TRP test
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Test cricket appears to be holding on to its loyal fan following despite swings in television viewership across different formats of cricket. The ongoing India-Sri Lanka test series has managed to garner similar television eyeballs as the last test cricket series played on the home ground against England in December 2008.

As per data collated by overnight television rating agency, aMap, the ratings for the first test match ranged between 0.5-0.8. The second test match, which India went on to win comfortably, scored even better with ratings ranging between 0.7-1 for individuals above the age of 15 years. The series is being telecast on Neo Cricket.

Media planners who buy advertisement spots on behalf of their corporate clients, say that the television rating points (TRPs) garnered by the test matches have been comfortable. Television ratings are crucial as it attracts advertisers to showcase their brand or product hoping to catch maximum eyeballs. “Milestones like the 100th test victory(in the second test match)contributed to the increase in TRPs to the ongoing series. We believe that Indian team’s good performance would draw viewers irrespective of the format,” said Basabdutta Chowdhury CEO Madison Media Plus.

Over the past few months the television viewership of cricket matches has come under scrutiny as advertisers have started questioning the high price of cricket related ad spots in light of deteriorating TRPs. Most recently, sagging television viewership of one day international(ODI) matches was blamed on the spread of the shorter T20 format. “Lack of time has led viewers to prefer watching shorter formats in any sport instead of longer formats,” said Sai Nagesh chief growth officer Dentsu Media India. But he added that the TRPs of the ongoing test matches have been good.

Media planners also believe that if Team India’s performance is good , an ODI and test cricket continue to be an effective medium to target male consumers.

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