Indiantelevision.com Team

(15 March 2010 1:00 pm)

MUMBAI: The third edition of the Indian Premier League (IPL), which kicked off on 12 March, pocketed a rating of 6.95 TVR in the six metros, according to Tam data.

The opening match between the Deccan Chargers and the Kolkata Knight Riders, thus, had lower ratings than the first match of the first edition of the IPL which got a rating of 8.2. It, however, fared better than the second edition in South Africa which had managed a rating of 5.6.

In the first edition, 12.5 million homes tuned in. While the IPL is seen as a mass property, this time around 55 per cent of viewership came from SEC A and B homes. This is an increase from the 50 per cent figure in the second edition and 51 per cent in the first edition.

In digital homes, the first match for the third edition did better with a rating of 8.6, as against a TVR of 7.2 in the second edition.

The event is still heavily skewed towards males. However the percentage of women who watched the first match rose to 38 per cent this time, up from 34 per cent in the earlier version. In the first edition, 38 per cent of viewership came from women.

As in previous years, the youth watch this event the most. 28 per cent of viewership came from the 15-24 age bracket, a narrow fall from 31 per cent last year.

The ad volume during the first match for the third edition increased by four minutes to 45 minutes compared with 41 minutes in the first and second editions.

The top three ad platforms this year were Pull-Through, Push Backs and Fair Play Award. Last year they were Push Backs Action Replay and Fair Play Award. In the first edition they were Push Backs and Action Replay.

The top advertisers this around were Vodafone, Samsung and Tata Teleservices. Last time the top advertisers were Airtel, Vodafone and Heinz. In the first edition, the top three advertisers were Vodafone, Hyundai and Coca Cola. The top three brands who advertised this year were Vodafone Cellular Service, Samsung Dual Slim Active Phones and Tata DoCoMo.

Last time around, the top three brands who advertised were Vodafone Cellular Phone Service, Airtel Cellular Phone Service and Glucon D. In the first edition, the top three brands who advertised for the opening match were Vodafone Customer Service, Sunfeast Golden Bakery and Max Newyork Smart Investment Pension.

On-screen the top advertisers were Jaquar, Hyundai and Hero Honda. Last year they were Ritnand Balved Education Foundation (Amity), Bharti Airtel and Hyundai Motor India. in the first year they were Standard Chartered Bank Vodafone Essar and Coca Cola India.

The top three on-screen brands this year were Hyundai i10, Artize and Hero Honda Cbz Extreme. Last year they were Amity University, Airtel Broadband and Havells. In the first edition they were Standard Chartered, Vodafone and Citi.