From the Guardian...
And that’s the audience the ECB is after, the many more who know nothing about the sport. This is an attempt to fix the mess it made when it sold the TV rights to Sky back in the 2000s. English cricket has never been more popular than it was in 2005, when 22.65m people watched at least 30 minutes of the Ashes series, and never been less popular than it is in 2018. The ECB’s own survey of schoolchildren showed that three in five didn’t even rank cricket in their top-10 favourite sports, and adult participation in club cricket dropped by 64,000.
https://www.theguardian.com/sport/2018/apr/24/100-reasons-ecb-new-cricket-the-spin
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