Women’s WC Fi­nal Draws as Many Eye­balls as IPL’s Top Game

Av­er­age view­er­ship of 19.6 m on TV was the high­est-ever for any women’s sport

The Economic Times - - Brands: Creating Desire - Gau­rav.Laghate @times­group.com

Mum­bai: The ICC Women’s World Cup fi­nal be­tween In­dia and Eng­land has be­come the high­est rated women’s sports event ever on tele­vi­sion.

The nail-bit­ing fi­nal played on July 23 saw an av­er­age view­er­ship of 19.6 mil­lion, ac­cord­ing to data sourced from broad­caster Star Sports. That means, on an av­er­age, at least 19.6 mil­lion view­ers were watch­ing the match at any given point of time. Over­all, the view­er­ship of the match was at a record high of 126 mil­lion, equiv­a­lent to the num­ber of peo­ple who saw the IPL fi­nale this year. In­dia lost to Eng­land by nine runs. “The phe­nom­e­nal view­er­ship of the ICC Women's World Cup fi­nale is tes­ti­mony to the power of the sport in In­dia. The view­er­ship of the nail bit­ing fi­nale touched 126 mil­lion,” said Gay­a­tri Ya­dav, pres­i­dent-con­sumer strat­egy & in­no­va­tion at Star In­dia. “This is a wa­ter­shed moment in the his­tory of sport and demon­strates the power of sport and its abil­ity to reach out like none other. This is not just about empowering women thro- ugh sport - this is about empowering sport through women.” The In­dian team un­der cap­tain Mithali Raj had ear­lier beaten Eng­land, Pak­istan, West Indies and Aus­tralia to reach the fi­nals. The pre­vi­ous high­est rated women sport­ing event, the Rio Olympics sin­gles bad­minton fi­nal be­tween In­dia’s PV Sindhu and Spain’s Carolina Marin had se­cured 16.8 mil­lion im­pres­sions. The ICC Women’s World Cup fi­nal also over­shad­owed the fi­nal of Women Kabaddi Cham­pi­onship, which had reg­is­tered an av­er­age of 6.1 mil­lion im­pres­sions.

Ya­dav said Star tried all that was pos­si­ble in the pro­mo­tion and broad­cast of the fi­nal, plac­ing it across the Star Sports net­work and Hot­star. “The dig­i­tal view­er­ship at 1.9 mil­lion peak con­cur­rency hit an­other record for women sport in In­dia,” she said.

The en­tire World Cup tour­na­ment recorded a view­er­ship of 156 mil­lion, which, in other words, means that ev­ery fifth In­dian who watches TV watched the matches.

WOMEN IN BLUE: The to­tal view­er­ship of the match held on July 23 stood at a record 126 mil­lion FILE PHOTO

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