Cricket viewing figures slump 50% after Indian CWC exit



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After the Indian cricket team’s ouster from the ICC World Cup 2007, the worst fears of advertisers and media agencies have come true. According to latest numbers released by the TV audience measurement firm Audience Measurement and Analytics Ltd (aMap), television viewership of World Cup matches has been shaved off by over 50% since India’s exit.

aMap’s data reveals that gross rating points (GRPs) of the matches have plunged to 13.89 from a GRP levels in excess of 40 during India matches. For instance, the GRP of the Australia vs South Africa (March 24) fixture, which was the first game after India’s exit, was 22.98. GRP for Tuesday’s West Indies vs Australia game (March 27) crashed further to 13.89.

Compare these numbers with the GRPs of matches where India played. India’s first match with Bangladesh delivered a GRP of 46.67. The game against Bermuda delivered a GRP of 40.75, while the ratings shot to 54.53 for the crucial match with Sri Lanka. The GRP for the World Cup opener between West Indies and Pakistan (March 13) was also a modest 36.83. aMap's GRP figures for the first half of the matches also showed similar trend.

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