MUMBAI: The viewership for the first 46 matches (44 matches excluding two abandoned matches) of the Indian Premier League remained flat at 3.40 TVR, despite the improved quality of matches and several close encounters.

The cumulative reach of the current season of IPL matches stood at 151.58 million, according to Tam data for CS 4+ TG All India market.

The season 4 of the IPL had garnered an average viewership of 3.54 TVR with a cumulative reach of 152.72 million. The season 1 of the tournament followed by season 3 had the best performance garnering 4.72 and 4.53 TVR respectively.

The IPL ratings have gone down below the 3.5 TVR for the first time, marking a new low in its viewership.

Earlier, the IPL had notched an average viewership of 3.41 TVR for the initial 36 matches with a cumulative reach of 144.9 million.

The first 27 matches of the IPL had managed a viewership of 3.53 TVR, down from 3.88 TVR a year ago. Even the cumulative reach has taken a beating, down from 140 million last year to 137 million.

The average viewership for the first seven matches was 3.76 TVR which further fell to an average of 3.65 TVR for the 16 matches.

Explaining the falling viewership of the IPL, Percept Media Lab had released an analytical report according to which the IPL viewership has stabilised after going through a 'level shift' or sudden drop in viewership.

The report also stated 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 IPL concept.

It also established that the share of Female viewers for SEC ABC has dropped to 10 per cent from 13 per cent in IPL season 4 even as it retained its core Male TG.