The ICC Cricket T20 World Cup is one of the most watched cricket tournaments across the globe, passionately followed by South Asian Canadians as well. According to TV audience measurement (TAM) data, viewership of the 2014 T-20 World Cup on Star Sports alone reached 133 million, with overall global viewership estimated over 600 million, including the large South Asian community across Canada. For the Championship Final that year between Sri Lanka and India, ESPN2 – together with ESPN and ESPN3, logged an average minute audience of 302,248 across TV and digital (Source: Nielsen, Adobe Analytics).
India Cricket Team Fans (Source: Martin Hunter/Getty Images AsiaPac)
South Asian Canadians have significant spending power with 54% having household incomes of more than $60K compared to 46% of mainstream Canadians. Cricket presents a unique opportunity to reach South Asians of all origins – India, Pakistan, Sri Lanka, and Bangladesh – on a single platform.
If South Asian is one of your target segments, let’s sit down and discuss how you can effectively connect with this community.