Objective

Associate with the passion point of cricket to generate disproportionate value.

Challenge

ICC cricket live airing took place on PTV and Ten Sports and our budget only permitted us to commit to one. We had to decide where the larger viewership would take place.

Solution

Assessed both channels from an historical and present perspective to determine where we would be able to generate the most value for our client. We committed to Ten Sports – a player that at face value might have been a poor choice, but when assessing historical performance and viewership trend, turned out to be the right choice.