ICC World T20 2014: Most-watched international T20 tourney on TV, digital

The ICC World T20 2014 is in the spotlight for being the most-watched international T20 tournament on TV as well as digital domain in India. According to data provided by research agency TAM, the 2014 edition of ICC World T20 has been seen by 13.31 crore individuals across the country. This is 23.4% higher than the reach generated in the 2012 edition and more than 57% as compared to the 2010 edition. When extrapolated to All India Universe, as per standard industry conversions, around 39 crore Indians watched the recently concluded ICC World T20. The video streaming of ICC World T20 2014 on starsports.com generated 2.24 crore visits. [caption id=“attachment_1491699” align=“alignleft” width=“380”]  Sri Lanka’s players celebrate with the trophy after winning the ICC Twenty20 World Cup cricket title after beating India. Reuters[/caption] Nitin Kukreja, head of sports business, STAR India, said, “Our aim is to consistently re-shape and enrich consumer experience. During this edition, we introduced innovations like the LED stumps; there was increased focus on analytics and graphics to augment consumer engagement. The invitation to the consumer was done via a high decibel ‘Duniya Badlegi’ campaign which generated global level engagement. We are enthused with the positive feedback on the unprecedented production and broadcast effort. This will motivate us further to set even higher benchmarks in the future.” This year, the tournament generated a record 1222951 TVTs. This is almost 45% higher than the 844400 TVTs generated during the ICC World T20 2012 edition. The six India matches in the tournament have generated 672861 TVTs is a record for any ICC World T20. India matches during the 2012 edition had generated 396801 TVTs. The TAM data is based on ICC World T20’s broadcast on SD channels STAR Sports 1 and STAR Sports 3. The traction garnered on STAR Sports HD 1 will be in addition to this. On the digital domain, the ICC World T20 final between India and Sri Lanka on starsports.com attracted a record 19.3 lakh unique individuals watching video on the destination, delivering an unprecedented 37.6 lakh visits. Overall, starsports.com attracted more than 80.9 lakh users during the fortnight long tournament delivering more than 2.24 crore visits. A total of 101 million live minutes of video were consumed by users during the last four matches played by India in the tournament, with an average of more than 30 minutes per live view. *Source for TV ratings: TAM Peoplemeter System Market: All India TG: CS 4+ Channel: Star Sports 1, STAR Sports 3