The Telegraph
Since 1st March, 1999
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Women on cricket high

Mumbai, March 1: Who says women don’t watch cricket' They seem made for each other this World Cup.

Around 36.5 million female viewers in India watched the Cup in its second week. They constituted almost half of the total viewership of 79 million, according to the latest data from TAM, the television rating agency. And this live cricket, not including Extraaa Innings, Super Fours, Master Blaster or any other sideshow on SET MAX, DD and Sony channels.

The research, done by TAM’s S-Group, also analysed the viewership trends among female audiences.

Comparing the first two weeks of the World Cup with the previous six (non-World Cup) weeks, the team says female viewers spent more time before the television during afternoons when the matches were telecast.

Total television viewing among women during the afternoon between 1 p.m. and 4 p.m. shot up by 16 per cent in the first week of the World Cup. SET MAX alone, too, shows the same kind of upward movement.

However, women may not be too constant.

Analysing the India–Zimbabwe match in the top six metros Calcutta, Mumbai, Delhi, Bangalore, Chennai and Hyderabad, TAM says that one contrast in the viewership of males and females is that though the reach is high among both, men spend much greater time than women.

But along with gender, the figures from TAM also claim to give an insight into the cricket habits along the lines of class.

The research team at S-Group says upscale male audiences (SEC A 25-54 years) dominate the walk-ins as well as the duration they spend watching the match. Upscale female audiences have high walk-ins, too.

However, the time they spent watching the match is lower than that of males. Sponsors with mobile phones, durables and other high-end products, take note.

Children (4-14 years) seem to be fickle. Though the match reaches a large part of this target group, their time spent falls in the medium range. GenNext (15-24 years, or is 24 too old for that') seem to be spending much more time than kids but less than upscale male audiences.

Older men (above 55) are very loyal, too. Older women are the least bothered.

Women seem to be doing well on television, too, in this World Cup.

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