The viewership of the Indian Premier League has stabilised
after going through a 'level shift' or sudden drop in viewership,
according to an analytical report by Percept Media Lab.
the initial three weeks of IPL season 5 have attracted slightly
lower ratings/GRP as compared to IPL season 4, the trend and
statistical norms seem to suggest that any further steep fall
or increase in viewership will be arrested and it is likely
to stabilize around 30-35 GRPs/match.
is normally seen with any time-series data, the report added.
season one, the IPL generated an average ratings of 45 GRPs
per match. Currently, the same figure for the same period
for IPL-5 stands at 32 GRPs.
report states that the viewership has dropped since the initial
attraction and draw of sports combined with glamour has worn
off, and there is no longer a novelty around the
the IPL has retained its core Male TG, the share of its Female
audience has shrunk considerably. The share of Female SEC
ABC has dropped to 10 per cent from 13 per cent in IPL-4.
In fact, the gap between GEC shares at 8 per cent and IPL
shares have narrowed down considerably.
Male SEC AB segment, the IPL still accounts for 20 per cent
of their viewing time (Channel shares), higher than the cumulative
shares of the GEC genre, the report stated further.
has also been a decline in both, advertisers and the ad volumes
in the last two IPL seasons.
report reveals that IPL season 4 saw only one per cent growth
in ad volumes and 10 per cent growth in advertisers compared
to IPL season 3, whereas IPL season 5 has witnessed a drop
of 18 per cent in volumes and 31 per cent in advertisers.
increasing cost of advertising coupled with downward level
shift has also kept advertisers away.