Dileep Kumar
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MUMBAI: As the final game of the 2014 FIFA World Cup draws closer, fans across the world are waiting with bated breath along with the official broadcaster of the game: Sony Six.
In the first week of the telecast of the World Cup, Sony Six had an all India reach of 12,469,000 while Sony Aath’s reach was 3,114,000. Combined, the two channels had a total reach of 14,792,000 in the CS 4 plus years group. In the same week, while Six recorded a reach of 3,056,000 in the West Bengal market, Sony Aath’s reach was 3,043,000.
The second week proved to be even more fruitful for the channels. With Sony Aath’s reach souring to 5,589,000 in the West Bengal market. Within Kolkata, the reach of the Bengali channel was 2,561,000 for the first week while in the second week it rose to 4,427,000.
What is interesting to see is, while the channels reach increased in the two weeks of the World Cup, the television viewership ratings have a different story to tell. So, amongst male in CS 15 plus age group, while Sony Aath recorded 173 TVTs in the West Bengal market in week one, it dropped to 154 TVTs in the second week. For Sony Six, the all India ratings in the same category was 613 TVTs in the first week, which saw a huge drop in the second week, with 453 TVTs.
GroupM ESP national director Vinit Karnik sites lesser number of games as the semi finals draws nearer as one of the reasons for the drop in viewership. “The drop has nothing to do with fans and their interest in the game,” he says.
But there is good news as well. As per the week 26 of TAM TV ratings, Sony Aath has seen a rise in the female viewership in the 15 plus age group for the World Cup. The channel recorded a four per cent hike, from the 146 TVTs that ESPN Star Sports (the then official broadcaster of FIFA) received during the FIFA World Cup 2010 telecast to 152 TVTs Aath has got in the current season.
Karnik adds, “As compared to the male viewership, this growth among female viewership can be attributed to the young girls who are mainly herd followers of the game. They follow the game out of fan following (of players) or because of common peer interest”
As of the current ratings, Sony Six (all India) has recorded 483 TVTs and Sony Aath has garnered 161 TVTs, combined the two have scored 644 TVTs.
Telecasting most of the matches at prime time has definitely paid off since the Germany versus Portugal match on 16 June telecasted at 9:30 pm received 1,514 TVTs on Sony Six and 393 TVT’s on Sony Aath. Combined the two channels garnered 1,907 TVTs. This is the highest rated match so far. FIFA fever rises but Sony Six and Sony Aath’s ratings drop | Indian Television Dot Com
In the first week of the telecast of the World Cup, Sony Six had an all India reach of 12,469,000 while Sony Aath’s reach was 3,114,000. Combined, the two channels had a total reach of 14,792,000 in the CS 4 plus years group. In the same week, while Six recorded a reach of 3,056,000 in the West Bengal market, Sony Aath’s reach was 3,043,000.
The second week proved to be even more fruitful for the channels. With Sony Aath’s reach souring to 5,589,000 in the West Bengal market. Within Kolkata, the reach of the Bengali channel was 2,561,000 for the first week while in the second week it rose to 4,427,000.
What is interesting to see is, while the channels reach increased in the two weeks of the World Cup, the television viewership ratings have a different story to tell. So, amongst male in CS 15 plus age group, while Sony Aath recorded 173 TVTs in the West Bengal market in week one, it dropped to 154 TVTs in the second week. For Sony Six, the all India ratings in the same category was 613 TVTs in the first week, which saw a huge drop in the second week, with 453 TVTs.
GroupM ESP national director Vinit Karnik sites lesser number of games as the semi finals draws nearer as one of the reasons for the drop in viewership. “The drop has nothing to do with fans and their interest in the game,” he says.
But there is good news as well. As per the week 26 of TAM TV ratings, Sony Aath has seen a rise in the female viewership in the 15 plus age group for the World Cup. The channel recorded a four per cent hike, from the 146 TVTs that ESPN Star Sports (the then official broadcaster of FIFA) received during the FIFA World Cup 2010 telecast to 152 TVTs Aath has got in the current season.
Karnik adds, “As compared to the male viewership, this growth among female viewership can be attributed to the young girls who are mainly herd followers of the game. They follow the game out of fan following (of players) or because of common peer interest”
As of the current ratings, Sony Six (all India) has recorded 483 TVTs and Sony Aath has garnered 161 TVTs, combined the two have scored 644 TVTs.
Telecasting most of the matches at prime time has definitely paid off since the Germany versus Portugal match on 16 June telecasted at 9:30 pm received 1,514 TVTs on Sony Six and 393 TVT’s on Sony Aath. Combined the two channels garnered 1,907 TVTs. This is the highest rated match so far. FIFA fever rises but Sony Six and Sony Aath’s ratings drop | Indian Television Dot Com
