The ongoing ICC T20 Men’s World Cup has witnessed a notable 8% decline in TV ratings for its first 30 matches compared to 2022, despite a 4% increase in cumulative audience reach, which now stands at a substantial 205 million viewers. According to data from the Broadcast Audience Research Council (BARC), the average TV ratings have dipped by 8% to 0.97 TVR for all-India audiences aged 2 and above, and by 13% to 1.2 TVR specifically for males aged 15 and older.
Significantly, the June 9th match between traditional rivals India and Pakistan only managed a modest 3.89 TVR and 4.81 TVR for all-India male and female audiences aged 2 and above, respectively—marking one of the lowest ratings for this high-stakes fixture since 2019.
Media experts attribute this decline primarily to the unconventional match timings for non-India games, which have led to reduced viewer engagement. While the cumulative audience has grown, there has been a 2% decline in reach among male audiences aged 15 and above, a crucial demographic for advertisers targeting cricket enthusiasts.
Furthermore, broadcasters are grappling with high levels of commercial time during matches, with some channels exceeding 1,400 seconds of average Free Commercial Time (FCT) per match. Despite challenges, the tournament has attracted 51 advertisers, generating significant ad revenue estimated between ‘900-1,000 crore across TV and digital platforms.
Industry leaders suggest that competition from the IPL and national elections has also affected the T20 World Cup’s performance, with the tournament following closely on the heels of the IPL, which absorbed a substantial portion of advertising spend.
In response, Navin Khemka, CEO of EssenceMediacom South Asia, emphasized the critical impact of match timings on viewership, noting that India matches, aired in prime time, contrast sharply with early morning broadcasts for non-India games.
