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World Cup hits viewership of non-sports genres, advertising on TV, OTT
Mint Mumbai
|November 28, 2023
Airing of prime cricket property—the World Cup, preceded by the Asia Cup—has resulted in a dent in viewership and advertising for non-sports channels on television as well as streaming platforms. And the dent is sizeable.
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“Cricketing data available for 10 weeks, excluding the last week of the World Cup, compared with the previous 10-week period of non-cricketing months, shows that the sports genre GRPs increased by almost 322%, all dominated by cricket," said Chandrashekhar Mantha, partner, media and entertainment sector leader, Deloitte India. He added that overall GRPs saw a near 17% drop on TV during the cricketing season, while GRPs of general entertainment channels, or GECs, fell 19%, movies 25%, and news, 24%.
GRPs stand for gross rating points, a standard to measure advertising impact.
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