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Monday, February 26, 2024

Live cricket to make a mega comeback with ICC’s World Test Championship Final

Making it a marquee event on every marketer’s calendar, the showdown between Virat Kohli’s men and New Zealand in England this month is expected to attract massive viewership. Scheduled to be broadcast in India between June 18 and 22 by Star Sports across seven channels and in five languages, the final fixture gives much reason for Indian viewers to celebrate. The game will also mark the return of live cricket, which was unfortunately put on hold with the IPL disruption earlier this year on account of the pandemic’s second wave. As Indian captain Virat Kohli’s team prepares to take on Kane Williamson’s men, fans across the country will be glued in anticipation, leading to possible record viewership numbers.

With the COVID wave gradually receding, the final comes at a perfect time! Additionally, with Star Sports airing the game across the five-day duration on seven channels in five different languages, viewership numbers will definitely soar. The prime time slot of 3pm to 10:30 pm during which the action will be broadcast also makes it ideal for Indian viewers, much like a day and night game. Advertisers will not want to miss an event like this, which will definitely see excellent returns should there be an Indian victory. What also makes it perfect for brands is the fact that three of the playing days will be across a weekend, which means this fixture could very well become the highest rated test game. As India waits in anticipation for what is poised to be the test match of the year, and as consumer sentiment improves, all hopes will be pinned on the cricket field at Southampton making the WTC final the perfect event for advertisers. 


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