An e‐tale of India's World Cup Final match

4 April, 2011


India is the new champion of the Cricket World Cup. The road to this achievement has been far from easy. After making it to the stage of Final-8; India had to win three crucial matches before they could lift the coveted award. In all these matches, they had to win against the past champion teams that had won the cup in last few years. The most important of them being the finals, which was played against Sri Lanka. While the team was gutting it out in the middle; millions of fans were releasing anxieties and passion on various media avenues. A presupposition that Television ratings would have soared can hardly be argued; but how did the Internet perform amidst this chaotic excitement? Read On!

On 2nd April 2011, all the cricket websites attracted a little more than 4 Mn Indian fans. On an average, an Indian fan spent 38 Mins on these websites. The busiest timeslots during the day was between 12pm – 6pm, wherein 3.0 Mn visitors navigated through Internet for accessing cricket-related content. In the other half of the match in the evening (6pm – 12 am) there were a little more than 2 Mn fans that used Internet to get updates for the match.
 
The Indian fans on the day of the finals match, between India and Sri Lanka (i.e. on April 2nd,
2011), visited different websites. About 1.73 Mn of them visited Espnstar.com/cwclive; followed by 1.7 Mn visiting the Espncricinfo.com. Cricket.yahoo.com attracted 1.6 Mn and nearly 0.3 Mn visited Cricbuzz.com. Overall, the time they spent on the above websites was quite varied. While an average Indian fan was glued to Espnstar.com/cwclive for 41 Mins, they were on Cricbuzz.com for nearly half an hour. An average fan spent 25 mins on Cricket.yahoo.com and 21 Mins on Espncricinfo.com.

Internet in India is gradually evolving to provide different types of content and assuming an
important media option. As indicated by Tarun Abhichandani, Group Business Director, eTech Group, IMRB International, “Almost 30% of the 14 million internet users accessed
cricketing websites during the World Cup finals. With the next season of IPL scheduled to
start in the next few days, it will be interesting to see how the numbers stack up”.


About Web Audience Measurement (WAM)
WAM is an offering from IMRB International which provides online publishers, planners and
advertisers a common platform to identify trends in Internet usage in India as well as plan
for better media planning. The panel based approach adopted by this system has been
made possible due to a unique metering technology custom built for Indian market. The
meter is capable of capturing internet usage data from multiple machines and still attribute
to the same panellist. Further, the meter allows the flexibility of capturing only the panel
member’s data in case the machine is used by multiple users. The meter can capture data
from multiple browsers (all versions of IE, all versions of Chrome, Firefox, Yahoo!
Messenger, Google Talk and MSN Messenger). The data reporting is being done through
the well established Media Xpress tool customized for the Internet market. The reporting
tool called Web Xpress allows pre and post media planning, duplication analysis and
profiling apart from the usual trending tools. The tool is also capable of reporting at day level
and at day-part level.

About IMRB International
Established in 1971, IMRB International is a pioneer in market research. IMRB is a member
of the Kantar Group, part of the WPP company. Kantar is one of the world’s largest
consumer insight networks. IMRB's footprint extends across 26 offices in 14 countries –
Algeria, Australia, Bangladesh, Egypt, Hong Kong, India, Japan, Malaysia, Netherland,
Saudi Arabia, Sri Lanka, South Korea, UAE and United Kingdom. With over 1200 full time
staff, IMRB provides high quality conceptualisation, strategic thinking, execution and
interpretation skills. IMRB International is the only research company in India that offers
such a wide range of research based services to its clients. IMRB International's specialized
areas includes consumer market research both quantitative and qualitative, industrial
market research, business to business market research, social and rural market research,
media research, retail research, and consumer panels.

For more details contact:
Seema Saini
Seema.Saini@imrbint.com
Head Corporate Communications
IMRB International
Tel: 91-22-2423 3213 (DID)
Fax: 91-22-2430 4870
Cell: 91-9820626170

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