The cricket World Cup 2007 in terms of TV viewership has been a near flop show, largely because of India's early exit. The three India matches got average ratings percentage of over 3 per cent. The India-Sri Lanka match got a rating of 3.72 per cent while the India-Bangladesh and India-Bermuda matches registered average ratings of 3.19 per cent and 2.93 per cent respectively (as per aMap data for Set MAX viewership, TG: C&S 4+, market- All India).
Once India was out, the ratings started to dip through the Super 8 stage. There was a marginal revival with the semi-finals and the final match.
The Map data on the World Cup reveals that throughout the Super 8 stage, the matches of the most awaited cricket event crawled to an average rating of 0.65 per cent. While semi final 1 and semi final 2 pushed the ratings to 0.97 per cent and 0.86 per cent respectively, the finals gathered an insignificant rating of 2.14 per cent (as per aMap data for Set MAX viewership, TG: C&S 4+, market- All India).
Many unfortunate events turned the 9th edition of the Cricket World Cup into a lackluster event. India's dismal performance in the initial round, murder of Pakistan coach Bob Woolmer as well as untimely rains, which also affected the final match between Australia and Sri Lanka took eyeballs away. However, India's dismal performance has been a major dampener for the entire event that led to a cascading effect.
Attempts to create some excitement by SET Max and some advertisers around the finals, were not too successful. The ad agency O&M, for instance held a special screening at Goa. With rain spoiling the party at Kensington Oval, the Goa screening had to be switched off because of the low audience levels.
Manish Porwal, managing director, Starcom India, West and South, admitted that the World Cup has been a low-key affair.
"The World Cup has left everyone high and dry. Everyone including broadcasters, players, clients and advertisers have lost a lot of equity," Porwal said, adding India's early exit was the turning point.
Rohit Gupta, Executive VP-Sales, Sony India, which had the telecast rights for the event, lamented that India not making it to the Super 8 stage has been a disappointment for everyone.