MUMBAI: ESPN's live telecast of the NatWest series finals on 13 July registered an unprecedented viewership with ratings touching a record high of 19.31 TVR for all C&S homes 4+ category, the company has asserted. 

The final hour of the NatWest finals on ESPN thus created a record for the most watched television programme this year across all channels by registering an average of 14.7 TVR for all C&S homes, 4 + category, an official release states, quoting TAM Media Research data.

During the nail-biting finish which saw some electric performances by India's young turks led by new batting sensation Mohammed Kaif , Male, 15+, SEC ABC, all India, the target group for media buyers on sports channels, registered a record TVR of 22.16, the highest for any sports broadcast across C&S homes for the last two years.

Manu Sawhney, managing director of ESPN Software India Pvt. Ltd., said: "I believe a combination of exciting India playing one-day cricket, the exclusive nature of live telecast on ESPN, and ESPN STAR Sports being the highest penetrated encrypted channels across India helped us deliver the record ratings." 

More audiences tuned in for the entire duration of India batting telecast on ESPN (over 4 hours) recording a phenomenal average of 11.5 TVR for all C&S homes 4+ category, and 15.3 TVR for Male, 15+, SEC ABC, all India, the target group for the sports channels, the release states. 

Over 23.6 million people across all C&S homes tuned in to watch an amazing Indian victory scoring over 325 runs playing second! Over 42 per cent of all males in 15+ SEC ABC category across the C&S homes India tuned in, the data shows. 

The average sport ratings during the entire Indian batting session of the NatWest series final telecast on ESPN recorded a TVR of 13.4 offering tremendous value to sponsors Pepsi, LG, Samsung, TVS, Sahara India and Hindustan Lever, the release says.

Next up for ESPN Star Sports is the live and exclusive telecast of the India-England test series begins on Star Sports on Thursday, 25 July.