The Hundred has overshadowed essentially the whole of the English summer so far. It was, at least according to a lot of people, either the best or worst thing to happen in the entire history of cricket. I personally found it fairly underwhelming, but I can’t say I regularly watch T20 games anyway. The standard didn’t seem noticeably higher than the T20 Blast. The coverage was standard global T20 fare, with both the BBC and Sky dragging the standards down with a few dreadful choices in the commentary box. The ‘innovations’ (The TV graphics, five-ball overs, bowlers in consecutive overs, etc) seemed gimmicky and unnecessary. It was all a bit ‘meh’.
It is said that history is written by the victors, but sometimes the victors of a conflict can be decided by who writes the history. To that end, the ECB has posted a list of statistics which attempted to ‘prove’ the success of their new competition.
- A total of 16.1m people watched some of the action on TV alone
- 57% of viewers had not watched any other live ECB cricket in 2021
- The peak number of viewers for finals day were 1.4m for the women’s game and 2.4m for the men’s game
- 510,000 tickets were sold and issued in total
- 55% of ticket buyers had not bought a ticket for cricket in this country before
- 19% of tickets sold were for children
- 59% of ticket-buyers were under 45 years old
- 21% of ticket buyers were women
- The total attendance for women’s games was 267,000, which is a world record for any women’s cricket event
- There were 34.3m videos views, plus 264,000 downloads of The Hundred app
- More than 28,000 items of merchandise were sold, including 7,000 items of team kit and training-wear
- More runs per ball in the men’s competition than the IPL, and more in the women’s competition than the WBBL
- A revenue of roughly £50m, which gives a profit of £10m to re-invest in cricket
- A 230% increase in the number of junior fixtures in August 2021 compared to 2017-19
- 10,000 more adult fixtures being played in club cricket compared to 2019
- Over 101,000 children taking part in ECB-run National Programmes this summer
- A 900% increase in the number of kids playing in All Stars and Dynamos during The Hundred competition time compared to previous years, thanks to the introduction of Dynamos
- All Stars and Dynamos have seen 27,000 girls, 13,000 children from ethnically diverse backgrounds, and over 3,000 disabled children pick up a bat and ball
- 10,000 kids have had free access to Dynamos cricket thanks to Sky’s sponsorship
- 160 hubs in cities across the country have worked with over 20,000 young people, and 10,000 more have attended cricketing school breakfast clubs set up by the ECB
This is obviously a lot to go through, so I will split it up into three groups: TV viewers, attendances, and participation.
A total of 16.1 million people watched some part of the action on TV alone. This seems impressive at first, but lacks a lot of context. First, what does “watched some part of the action” mean? The number of people watching a TV programme can be quantified in many different ways, the most common being ‘average’, ‘peak’ and ‘reach’. A company such as BARB uses a sample group of representative TV viewers (or real-time data from set-top boxes and online viewing) to estimate the number of people watching every TV programme in five-minute segments. The ‘average’ number of viewers is the mean of every segment for that programme and the ‘peak’ is the highest number of viewers for any segment in the programme. ‘Reach’ is the broadest measurement of the three, and essentially includes every single viewer who watched even just one five-minute segment of a TV programme (or, in this case, a series of thirty four TV programmes).
So how does this compare to other recent televised cricket? Well this year’s Test series between India and England on Channel 4 had a total ‘reach’ of over 9 million viewers, despite being between 4am and noon rather than UK prime time television. In 2019, 15.4 million people in the UK watched some part of the Men’s World Cup final. That was just one game, with almost no promotion by Channel 4 due to the last-minute nature of the agreement to let them air it.
57% of viewers had not watched any other live ECB cricket in 2021. The key words here are “watched”, “live”, and “ECB”. “Watched” excludes people who listen to Test Match Special, “live” excludes people who watched the highlights on the BBC, and “ECB” excludes people who saw the Test series against India on Channel 4 (which the BCCI was responsible for). This statistic is presented in such a way as to imply that more than half of the TV viewers for The Hundred were new to the sport, or at least disconnected from it, but in fact does nothing of the sort.
The peak number of viewers for finals day were 1.4 million for the women’s game and 2.4 million for the men’s game. To add context for these figures: The opening games in the competition had peaks of 2.5 million viewers for the men’s game and 1.95 million viewers for the women’s. This suggests that audiences may have declined over the competition. Also bear in mind that these opening games were held on a Wednesday and Thursday night, whilst the finals were on the weekend when you might expect the number of TV viewers to be higher. If you were to compare these figures to the 2019 Men’s World Cup final, that had 8.92 million viewers at the start of the super over.
There were 34.3 million video views, plus 264,000 downloads of The Hundred app. Is this a lot? The ICC said that they had 4.6 billion video views during the 2019 Men’s World Cup, for example. I would guess that the number of views would increase with the number of videos you post, and with the number of platforms you posted them on. The number of views for the most popular video they posted would be interesting information, at least for me.
510,000 tickets were sold and issued in total. The first part of this that jumps out at everyone is “and issued”. Something like 30-40,000 were given away by the ECB to NHS staff, cricket volunteers and children. I believe that Surrey were the only host county to include free entrance to The Hundred in their membership packages, but neither Surrey nor the ECB have said how many members took up this offer. The broader context of this figure is that the tickets were typically a lot cheaper than they would have been at the same grounds in the T20 Blast and, other than the Tests at Trent Bridge and Lord’s, no other first team cricket for cricket fans to watch at the grounds for the length of the competition.
55% of ticket-buyers had not bought a ticket for cricket in this country before. 19% of tickets sold were for children. 59% of ticket-buyers were under 45 years old. 21% of ticket-buyers were women. This is a huge dump of information regarding the demographics of people buying tickets for The Hundred, which appears impressive at first glance. Without knowing what the comparable figures were for the T20 Blast, you could look at these and assume that The Hundred was a huge step towards increasing the diversity of cricket crowds in England. In fact, Surrey have released their T20 Blast sales figures which appear to be very similar to those from The Hundred: 50% of their ticket-buyers were new to them in 2019, 20% of their tickets were for families, 60% of their ticket-buyers were under 45 years old, and 18% of their ticket-buyers were women. Whilst obviously the numbers for The Hundred are across eight grounds rather than just one, there seems to be very little improvement (if any) from the T20 Blast.
The total attendance for women’s games was 267,000, which is a world record for any women’s cricket event. You know what? I’m just going to give them this. If you were nitpicking, you could say that these figures (taken at the halfway point of the women’s games) includes some fans who only turned up early for the men’s games so they could get absolutely plastered. But even if that accounted for 30-40% of the official attendance, it would still be a world record.
More than 28,000 items of merchandise were sold, including 7,000 items of team kit and training-wear. This doesn’t even sound that impressive. I really wouldn’t be surprised if Surrey and Middlesex each sold more than 7,000 of their own kits to fans per year, whilst ‘items of merchandise’ could mean everything from a £1 bumper sticker to a £10 baseball cap.
More runs per ball in the men’s competition than the IPL, and more in the women’s competition than the WBBL. This one doesn’t really fit in any of the categories, so it might as well go here. The comparison with the IPL and WBBL seems a little odd. My entirely untested view on this is that Indian and Australian grounds typically seem larger than English ones on TV, which therefore makes it easier to hit sixes and have a higher scoring rate in England. Near the halfway point of The Hundred, statistician Ric Finlay said that the scoring rate in the men’s Hundred was 143.21 as opposed to 141.64 in the 2021 T20 Blast. It’s hardly a huge step forwards, at least in this country.
A revenue of roughly £50 million, which gives a profit of £10 million to re-invest in cricket. These figures have been questioned by a lot of people, as they don’t include the costs of the £1.3 million annual payments to each of the eighteen first-class counties (a total of £23.4 million per year). If this were included, The Hundred couldn’t be expected to make an annual profit until at least the next TV deal in 2025. One might also be forgiven for being cynical about the ECB’s intention to direct this ‘surplus’ towards grassroots cricket when (for example) the bonuses for ECB executives (£2.1 million) is almost the same as their annual donation for Chance To Shine (£2.5 million).
A 230% increase in the number of junior fixtures in August 2021 compared to 2017-19. 10,000 more adult fixtures being played in club cricket compared to 2019. A 900% increase in the number of kids playing in All Stars and Dynamos during The Hundred competition time. This has been a weird year. In terms of club cricket, the majority of games are typically held before August because that is when most children, and their parents, are away on holiday and therefore unavailable for games or training sessions. This year, there were a lot of restrictions related to COVID-19 until July 19th and a lot of people won’t be going away on holiday this summer.
It is also worthwhile to consider what the ECB’s source of information for these fixture figures is. It seems likely that it is via PlayCricket, the ECB’s website/app for cricket club administration and scoring. It has been mentioned that some club leagues have insisted clubs use PlayCricket more this year than in the past, which may have the effect of clubs posting games on the ECB website (friendlies, intra-squad matches, etc) which they would not have done before. Whether these figures reflect an actual increase in matches or just greater use of PlayCricket is yet to be seen.
Over 101,000 children taking part in ECB-run National Programmes this summer. 10,000 kids had free access to Dynamos cricket thanks to Sky’s sponsorship. 160 hubs in cities across the country have worked with over 20,000 young people, and 10,000 more have attended cricketing school breakfast clubs set up by the ECB. The headline figure of 101,000 seems great, until you consider the statistics which follow it. The ECB has launched Dynamos, which targets slightly older kids at clubs which already hold All Stars sessions, as well as the new hubs and breakfast clubs which all presumably are counted as “ECB-run National Programmes”. It seems probable that the only like-for-like comparison, the number of children in All Stars cricket, has actually fallen quite sharply. This is unsurprising and unavoidable in a pandemic-affected year, but the figures given seem quite misleading.
All Stars and Dynamos have seen 27,000 girls, 13,000 children from ethnically diverse backgrounds and over 3,000 disabled children pick up a bat and ball. Is this better than previous years, or non-branded junior club cricket sessions? Because the ECB has never consistently released data of participation, and when it does it is cherry-picked to support their decision like the ones above, I have absolutely no idea whether it is good or bad.
? Perhaps the most important figure is the one that the ECB hasn’t included: Total participation. The number of senior and/or junior players in England and Wales has fallen in every season from about 2010 onwards. To be clear: I’m not getting this from official figures, because the ECB doesn’t release them (unlike, for example, Cricket Australia). However, I do know that if the number of club cricketers had increased in that period then the ECB would have spared no effort or expense in letting everyone know about it, and how they were responsible. There would be press releases, TV interviews, open-top bus parades around St. John’s Wood, and so on. Their continued silence just reaffirms that, in spite of everything they’ve said, club cricket is in decline overall.
That’s A Bonus
Part of the ECB’s eagerness to extoll the positive effects of The Hundred might be explained by the fact that their executives are apparently due to share a massive £2.1m in “performance-related” bonuses, based on reaching goals from their “Inspiring Generations” strategy document. This has been greeted with almost universal disbelief. Several defences and rationales for why the ECB executives should still receive this money have been offered, but none have been more complete than that by former ECB chairman Colin Graves. In an interview with the Guardian, he said:
“[The executives] have won the men’s World Cup [in 2019], the women’s World Cup [in 2017], secured the best broadcast deal in the history of the sport [worth £1.1bn], got the Hundred up and running and managed to stage a full summer of international cricket behind closed doors in 2020, despite a global pandemic. English cricket would have gone bust and they saved it.”
I must have missed Tom Harrison bowling England to victory in the 2017 women’s World Cup, or Sanjay Patel completing the run out at the very end of the 2019 men’s World Cup. Whilst such victories are undoubtedly group efforts, requiring the support of a multitude of people behind the scenes, few people outside of a former executive would place the importance of the top brass over that of the players on the field.
If these executives did “save English cricket”, it was also them who endangered its life by spending all of the ECB’s £70 million reserves (in 2016) on The Hundred (either directly, or using it to bribe counties into supporting a new competition). That £70 million would have been incredibly helpful for an unexpected event like (for example) a one-a-century global pandemic threatened all professional and amateur sport around the world.
If there is one group of people who did save (professional) cricket in England, it’s the West Indies and Pakistan teams who toured here in 2020. They came at an uncertain time, into a country with a high rate of infections, and spent almost all of their time here locked in their cricket grounds/hotels. I am sure it was a thoroughly unpleasant experience, for which they received little reward. Had they not come, it seems likely that the ECB would have lost most if not all of the Sky TV deal which it required to keep themselves and the counties afloat financially during the pandemic. If saving English cricket is the criteria for these bonuses, give it to them instead of the executives.
Graves also suggested that the bonus payments are a contractual matter in which no one (including the ECB, its chairman or the executives themselves) have any say over. That is simply not a credible argument after the last eighteen months. The England men’s players agreed a substantial cut in their own bonuses last year. Men’s county cricketers agreed to several pay cuts, including to their minimum salary. Men’s players in The Hundred agreed a 20% pay cut. These were all based on signed contracts, where the players and the PCA would have been entirely within their rights to demand the full amounts due. But they didn’t because they were persuaded, quite possibly by the ECB executives, that the game had a much greater need for that money elsewhere and that they could afford to take a financial hit in exchange for safeguarding the game that has given them so much.
The players at least had a choice. The ECB executives sacked 62 members of staff last year to cut costs, and many more at the counties will have lost their jobs too. For them, and the ECB staff members left behind with pay freezes and more work to handle with fewer colleagues, these news reports are about as welcome as a cup of cold vomit. That £2.1 million might well have saved a lot of their jobs, if nothing else. The fact that word of the bonuses was apparently leaked to the press might serve as a warning to Tom Harrison and the other executives, as you would imagine that there are a lot of skeletons in their closets (as well as their email folders and expense accounts) which their underpaid, overworked, and probably very angry underlings could email to friendly journalists.
The idea which Graves raised that the ECB’s executives are irreplaceable due to their genius-like intelligence is undercut by one simple fact: They did not see this backlash coming at all. Once it did come, they have not appeared to do anything about it. They have managed to upset the players, their staff (basically everyone in the whole organisation not getting the bonus), and the fans (always the least important group for them). That’s not being smart. It’s being greedy, and arrogant, and uncaring.
On a personal note, the idea of executive bonuses tied to targets has always baffled me somewhat. I am an employee who has always been very near the lower end of any organisational chart, and the idea of being paid extra for doing your job well has always been a distant dream to me. If I meet the targets set for me, I get to keep my job. If I don’t, I would be fired. The idea that I could achieve essentially none of my goals and still receive 80% of my wages sounds like a very nice employment contract to have.
As has been said by many people, the genuinely irreplaceable people in English cricket are the volunteers who run our clubs. The people who give vast amounts of their time and money to make it possible for virtually anyone in the country to play cricket every weekend through the summer. The chairs, coaches, players, groundskeepers, umpires, cooks, bar staff, and everyone else who sacrifices a lot and may well have had a very hard time of it in the past year. They get very little support from the ECB, and almost none personally from Tom Harrison and the other executives. Although £2.1 million might not be much when shared between the thousands of clubs across the country, this would have been a far better use of the money than having an extra wing built on Château Costume Vide.
At this point, I don’t expect much to change. The ECB’s playbook in such cases is normally to wait out the initial wave of fury and then do what they want anyway. You could see that in The Hundred, and the accusations of racism at Yorkshire, and in multiple other examples. If they cared about what people thought, they wouldn’t be in this situation in the first place.
If you have anything to say about the unmitigated gall of the ECB’s executives, the Test series, or anything else, post your comments below.