Beneficiaries are the usual. ESPN Cricinfo, Yahoo Cricket and CricBuzz, in that order.

India Turns to the Web for the Latest Updates During 2011 Cricket World Cup

comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from a study of Internet traffic to cricket websites during the 2011 Cricket World Cup. The report found that the tournament caused a surge in visitation to cricket sites in India as fans went online for the latest results and match updates. Sites reached their highest volume of traffic for the month during the week ending March 13, with 16.4 percent of India’s online population visiting ESPNCricInfo.com and 13.4 percent of web users visiting Yahoo! Cricket.

Internet traffic to select leading cricket sites in India surged in the first month of the tournament. ESPN’s cricket site, ESPNCricInfo.com, saw the largest volume of visitors for the first four weeks of the tournament during the week ending March 13 with nearly 7 million people frequenting the site, an increase of 42 percent from the week ending February 20 when the tournament commenced. Yahoo! Cricket reached 5.7 million visitors during the week ending March 13, while CricBuzz.com surpassed 1 million visitors during both the week ending February 27 and March 13.