Mumbai: Backed by the successful #GreatnessBeginsHere campaign and India’s magnificent performance throughout the tournament, the ICC U19 World Cup finals on 3rd February attracted 3.1 crore viewers on Star Sports network. The game also witnessed 48.1 million gross impressions and 3.9 million average impressions on the network;a 10%& 41% rise respectively from the previous edition of ICC U19 Cricket World Cup 2016 finals featuring India and West Indies. (Source: BARC | TG: 2+U+R | Market: All India)
In the build up to the tournament, Star Sports ran a robust marketing plan featuring TV, radio and digital campaigns for the tournament which can be credited to introduce the likes of Virat Kohli, Yuvraj Singh, Mohd. Kaif, Ravindra Jadeja and a host of other players who then continued their journey to become the backbone of Indian senior cricket team. The campaign titled, #GreatnessBeginsHere campaign featured Prithvi Shaw, Shubman Gill and Himanshu Rana along with Rahul Dravid who led the boys to the championship in New Zealand.
The performance of some of these young Indian superstars at the ICC U19 Cricket World Cup caught the attention of the VIVO IPL franchises and were duly picked at the VIVO IPL 2018 Player Auction. These boys are all set to make their mark in the premier T20 tournament in the world.
The tournament also saw a total of 349k mentions on social media from 162k authors. This signals great interest from the cricket fans across the country as the tournament featured U-19 stars and not the senior teams and with some games starting as early as 3.30 am in India against 9.30 am during the previous edition.
In an effort to offer cricket fans an enthralling and engaging experience, Star Sports network showcased special shows featuring Indian as well as international cricket experts such as Dean Jones, Mohd Kaif, Abhishek Nayar, Amol Muzumdar, Parthiv Patel, Aakash Chopra, S Sriram, Abhinav Mukund and Laxman Sivaramakrishnan bringing more than just cricket to the fans. The tournament was telecast live on Star Sports 2, Star Sports 2 HD, Star Sports 1 Tamil, Star Sports 1 Hindi and Star Sports 1 Hindi HD.
Star Sports campaign link:
Source: BARC | TG: 2+U+R