WTC Final: The World Test Championship Final (WTC Final) between India and New Zealand raked in 99 million viewers according to the Broadcast Audience Research Council (BARC). With Virat Kohli’s Team India and Kane Williamson’s New Zealand keeping the match alive despite rain playing spoilsport, it became the most watch Test match since 2018.
According to BARC data, the IND-NZ tie generated 7.4 million Average Minute Audience (AMA) over five days. The one-off final was broadcast live on Star Sports 1 HD, Star Sports 1 Hindi, Star Sports 1 Hindi HD, Star Sports 1 Tamil, Star Sports 1 Telugu, and Star Sports 1 Kannada while DD Sports also aired the match. The official broadcaster Sky Sport had aired the match live in Europe and New Zealand as a pay per view.
WTC Final: In the sub-continent, Star Sports was the official broadcaster and the hype surrounding the match was already building up a month early when they roped in multiple high-value sponsors such as Dream 11, Byju’s, Thumbs Up, Car 24, Skoda, MRF, Cred, NiyoX, Paisabazaar.com, UltraTech Cement, PharmaEasy, Policybazaar.com, TVS, Renault, Kia, Unacademy, Dell and Apple.
As per exchange4media, the sponsors paid around Rs 2.5 lakh per 10 seconds ad slot while spot buyers shelled out Rs 2.8 lakh for every 10 second. Apart from that, the broadcaster pocketed around Rs 90 crore in revenue from the match alone.
WTC Final: Ahead of the IND-NZ match, Star India Sports Head Sanjog Gupta India called the WTC Final a defining moment in cricket. It turned out to be so with BARC revealing the numbers behind it to support his claims.
“The World Test Championship will be a defining moment in cricket, similar to the 1st ODI World Cup in 1975 and the first T20 World Cup in 2007,” said Sanjog in a statement
“Over the last 8 years, Star India has invested significant resources and effort to boost interest in Test cricket. We saw the India versus England series earlier this year register record viewership, which strengthened our belief in the appeal amongst core fans for the oldest format of the game,” said Sanjog.
“So, it is appropriate that the first-ever ‘World Champion’ in Test cricket will also be crowned on the network. The promotional film for the WTC Final or “The Ultimate Test” captures the essence of Team India’s journey to the finale and the excitement around this momentous Test match amongst fans of the Indian team,” he added.