India’s absence from the ICC World Cup final will impact both ad rates and viewership
England are firm favourites to end their ICC World Cup 2019 title drought. However, a packed house at the Lord’s on Sunday, July 14, when the hosts take on New Zealand appears a distant dream.
The Indian team had put its best foot forward yet the men in blue could not reach the finals. And we believe that this will impact viewership and even advertising revenue.
The result on July 10 in the game forced into the second day due to rain has upset many an equation. ICC, broadcasters, sponsors, commercial partners are being losers to an extent.
Massive decline in digital viewership
It was expected that Star, the official broadcaster of the World Cup, would earn around Rs 10 to Rs 15 crore more from last-minute inventories.
However, India losing to New Zealand has dampened the sentiments of cricket enthusiasts as well as advertisers who would not be keen on buying the remaining 5-10 per cent ad inventories which Star could have sold for as high as Rs 25 – Rs 35 lakh if India would have qualified for the finals.
There is no denying this that viewership for India matches have been at peak throughout the cricketing event.
On the digital front, India’s semi-final match with New Zealand made a new record as the match saw record concurrent viewers on Hotstar.
With 19 million concurrent viewers, the India-New Zealand match surpassed the previous record of 18.6 million concurrent viewers made during the finale of VIVO Indian Premier League (IPL) 2019. This shows what India means for the ICC World Cup. The India team had last got the ICC World Cup trophy back home in 2011.
Also for the host broadcaster, premium on advertisement spots is gone.
Viewership of India’s matches this season
Take the example of the India-Pakistan match, which was played on June 16. It saw as many as 229 million viewers tuning in.
Television viewership data showed that 60 per cent of all World Cup viewers tuned in to watch the India-Pakistan match, while 45 per cent of viewership of all India World Cup matches is from the India-Pakistan match.
The match alone garnered 3,30,58,000 impressions on Star Sports 1 Hindi, which became the top channel for that week. Currently, Star Sports 1 Hindi is the leading sports channel thanks to India’s two matches last week with England and Bangladesh.
Upto 40% seats might be empty at Lords
It is not that the home team supporters will not like to attend the final with a hope to see their team rewriting the ICC World Cup history. But they might find it hard to get the one to have access to the match.
A rare situation when there are no tickets available and there will be not many people to watch the match.
The World Cup final tickets which a week back sold between ₹ 1.45 lakh and ₹ 3.25 lakh on www.viagogo.com are a day before the match are available from ₹ 38,000 to ₹ 1.55 lakh.
That reflects the value India brings to this sport.