Some advertisers are said to be trying to renegotiate with Indian broadcaster Sony for reduced rates, after top six metro ratings for the first six matches (the seventh was washed out) averaged 3.75, down from an average rating of 4.0 for the same six matches last year. Sony’s advertising and sponsorship rates are up about a third on last year.
Audiences for UK broadcaster Setanta were also down on last year, despite the presence this year of England stars Andrew Flintoff and Kevin Pietersen. Setanta attracted about 30-35,000 viewers for each of the first two matches last Saturday, compared with 66,000 and 43,000 for the first two games in 2008. Setanta said that it was not overly concerned, given the rain and the fact that the games took place on an FA Cup semi-final weekend.
The different time slot of the opening match – on a Saturday morning as opposed to a Friday afternoon – will also have played a part.
Ratings for Australian digital sports channel One and pay-per-view take up in the US via satellite broadcaster DirecTV and broadband operator Willow TV were also said to be disappointing.