PSL trumps Boks

Just in from sports marketing giants Repucom, the most viewed programmes on SuperSport during the month of November, and the TV audiences for the first three legs of the IRB Sevens circuit.

2012/2013 IRB Sevens Series TV audiences thus far:

Aus Dubai SA
No. Games: 45 45 45
Hours of coverage: 18:18:38 18:04:05 17:57:01
Total Available Audience: 1,125,466 2,296,386 3,916,087
Peak Audience: 284,528 124,149 359,840
Highest Ave. Audience: 261,398 93,926 324,939
Average Audience: 56,750 28,527 180,431
% Share: 4.30% 1.20% 4.70%
Ave. ATS: 00:12:14 00:12:35 00:13:14

Top of the SuperSport pops during the month of November:

So it looks like there was a fair amount of hype around the first tournament of the new Sevens series in Australia, then a big dip for Dubai with Blitzbokke dipping out of the Cup on day one, and then a pretty big surge for the SA leg in PE. Obviously the time the matches were played also played a part with the first two legs being played very early in the morning for SA fans. It is plain to see, though, that sevens still has a way to go in terms of popularity  … The average viewership of a Bok Test being is normally just over a million viewers, while the peak audience during the PE sevens was around 360 000 viewers.

And with 17 0f the 20 most viewed sports programmes in November coming from SuperSport4, it is also pretty clear that DSTV’s “Compact” package is working a treat for them. For R260.00 per month (compared to the R590.00 per month for the full offering), you get SuperSport Blitz, 3 and 4 along with a host of movie, news and entertainment channels. Clearly aimed at SA soccer fans, close on 1.3 million people took in the Chiefs vs Swallows game, while the boks vs Ireland could only muster just over a million viewers. With an average of just over 700 000 viewers the Bok vs Scotland Test only just manages to scrape into the top 20 …

Interestingly, the Bafana vs Zambia match comes in at a lowly 13th position, well below even the build ups to big PSL matches … pretty powerful ammunition for the national football league … No wonder Imtiaz Patel was keen to throw so much money at them a few years back …