MAM
T20 World Cup initial matches notch up 2.8 TVR
MUMBAI: The initial eight group stage matches of the ICC World Twenty20 2012 have garnered an average rating of 2.8 TVR with a reach of 60.55 million (CS 4+ TG All India), as per TAM data provided by media agencies who are tracking the mega event‘s viewership trends for their clients.
The ratings for the first eight matches are higher than the ICC World Twenty20 2010 in West Indies which managed a TVR of 1.6 for the first four matches with a cumulative reach of 42 million.
The India-Afghanistan match has recorded a combined TVR of 4.9 on Star Cricket, ESPN and Doordarshan with a reach of 36.7 million. Comparably, the India versus Afghanistan in the previous edition of the tournament had got a rating of 4.
The India versus Afghanistan match got a rating of 3.5 on Star Cricket, 0.4 on ESPN and 1.1 on Doordarshan. The sports broadcaster is also simulcasting India matches, semi-finals and the final on ESPN with Hindi commentary.
The South Africa-Zimbabwe match was the second best rated match despite featuring a relatively weaker team. The match posted a TVR of 3.5 with a reach of 26.5 million.
The match between Sri Lanka and Zimbabwe rated 1.2 TVR, slightly better than the South Africa-Sri Lanka as well as the Australia-West Indies matches. The two matches registered a TVR of 1.1 and 0.9 TVR respectively.
While South Africa-Sri Lanka match had a reach of 16.1 million, the Australia-West Indies match could manage a reach of only 9.1 million.
Media agencies say the group stage matches hold relatively less significance for advertisers; the key to the commercial value of the property is how the Quarter Final and the Semi Final matches deliver.
DDB Mudra Group COO Pratap Bose expects the Super Eight matches to do well as the tournament is perfectly poised.
“The initial eight matches are not of much significance as the important matches will begin from the Super Eight stage. There will be a spike in ratings if India remains in the fray,” said Bose.
GroupM Maxus Client Leader Jigar Rambhia shares the same sentiments. He feels the real tournament even for advertisers begins with the Super Eight stage when all the strong teams will compete against each other.
“It‘s too early to talk about ratings at this stage since the group stage mainly involves matches with weaker sides and there is only one India match. However, the interest in the tournament will start peaking with the Super Eight stage,” says Rambhia.
ESPN Star Sports has sold out its entire inventory for the ICC T20 WC with as many as 34 advertisers on board including three joint presenting sponsors and seven associate sponsors.
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Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
