MAM

Advertisers show concern as IPL 4.0 sees 29% dip in ratings

MUMBAI: In victory, Dhoni‘s ‘Men in Blue‘ proved to be much more popular than his IPL franchise. While the cricket World Cup final notched up a whopping rating of 23.21, the match in which Dhoni won the Indian Premier League for his franchise Chennai Super Kings (CSK) was much less watched.


IPL fanatics may say that it is an unfair comparison to make as national pride will always occupy a higher pedestal. But even in IPL versus IPL, the third edition has won over the fourth. And since the fourth has raked in more moolah (Rs 10 billion) for the official broadcaster Max, advertisers are questioning whether the ad rates should be reworked or it is a stray case where the IPL suffered an immediate punch from the World Cup in which India triumphed.


The lopsided final, which saw CSK defend its crown against Royal Challengers Bangalore, rated a mere 6.96 TVR, according to data from TAM Sports for C&S 4+, six metros market. This is the first time that an IPL final did not reach double-digit ratings. Last year, the final between Mumbai Indians and CSK got a rating of 12.85 TVR.


What makes the tourney anti-climatic is that the first match with 7.77 TVR stayed as the most-watched of all.


Worse, the IPL could not manage an average TVR of 4 in the six-metro market, registering a 29 per cent drop in the average ratings over the third season. The 74 matches have averaged a TVR of 3.91 compared to a rating figure of 5.51 last year, 4.66 in the second season when the event was held in South Africa and 5.39 in the debut year. This, indeed, is the first time in the event‘s four-year history that the IPL has landed up with a tournament rating below 4.


Even the last four matches of IPL 4 could not draw higher ratings as they managed an average TVR of 6.1 compared to a TVR of 8.07 in the earlier year.


The only highpoint this season was that the total viewers who watched IPL have grown to 160.2 million, according to the All India market data from TAM Sports. In the last season, 143.7 million viewers had tuned in to the event.


Despite the decline in ratings, the IPL still remains a highly watched event. Maxus Global National Trading Head Sidharth Parashar notes that while the cost efficiencies were affected to an extent compared to last year, one cannot call the IPL a disappointment. "A rating of nearly 4 over such a long period is still a good performance. Having said that, the BCCI could have a re-look at the format. I think that the increase in the number of games led to a certain amount of monotony setting in. The BCCI could also look to have more matches during primetime. Also, the World Cup did have an impact in terms of viewer fatigue."


VivaKi Exchange COO Mona Jain believes advertisers would be more cautious when they negotiate next time. "They will not be so blasé and just put money down, expecting the IPL to automatically perform. This time the ratings did not show up as was expected. Advertisers will be looking for benefit. I also think that 74 matches are a stretch for the event. Advertisers will take a conscious call next year."


LG CMO LK Gupta says that while the company is satisfied at the level of visibility, the fact that the ratings came down was a disappointment. "Consumers spent a lot of their energy on the World Cup and there was fatigue. The World Cup had offered the highest class of cricket and there was a dampening effect to an extent when the IPL came along as it is about club against club. However, the IPL is still the biggest platform during this period. It is very much viable. I am satisfied at the delivery of cricket during the World Cup and IPL. It is not that fans are fed up of cricket. This has been an expensive but a good time for marketers."


Asked about the challenge of clutter, Gupta argues that this is something that one has to live with. "We took on-air sponsorship as we wanted the largest share of voice in our category. While competitors also advertised, their time was much less and so it wasn‘t an issue for us. The key is to creatively break out of the clutter. This time we focused on our LCD TVs. Our core audience was males."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/Untitled-1.jpg?itok=pN16_FoF
Anil S Nair inducted into Saatchi & Saatchi global leadership team

MUMBAI: L&K Saatchi & Saatchi India CEO and MD Anil S Nair has been inducted into the new global leadership team of Saatchi & Saatchi. The new team under the able leadership of Magnus Djaba, Global President, Saatchi & Saatchi is looking at building the future of the Saatchi brand...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/mccafe.jpg?itok=N2RvyH_X
'McCafé for everything' digital campaign launched

McDonald’s India has rolled out a thematic, digital-led campaign ‘There’s A McCafé For That’. Whatever the feeling might be, or whatever may the reason to go out and have a beverage, there’s always McCafé for it.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/vi.jpg?itok=x_hqfALu
Vizeum wins media mandate for Bauli India

Vizeum, the full-service media agency from Dentsu Aegis Network, has bagged the media mandate for Bauli India Bakes & Sweets, following a multi-agency pitch.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/digital-display.jpg?itok=_FAr0SjC
36% more active digital display ads this month

The whole world is going digital and so is digital advertising with advertisers vying hard to capture quality publishers. In turn, there are a lot more publishers competing for marketers too. And both sides are constantly looking at new tech and services to grab a larger piece of pie from the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/Anshuman_Chakravarty-Mayur_Hola.jpg?itok=jyOnCxRL
Dhoni narrates old bat & new Orient LED story

MUMBAI: Orient Electric, a part of the USD 1.6-billion CK Birla group, has launched an integrated advertising campaign with its long-standing brand ambassador MS Dhoni for its range of LED Battens.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/HeroSalutes.jpg?itok=inQX9suG
I-Day: Hero salutes true heroes behind heroes

MUMBAI: Hero MotoCorp has rolled out its Independence Day campaign with its third edition of #HeroSalutes. The campaign has been conceptualised by Law & Kenneth Saatchi & Saatchi and has been on-air from 11 August.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/mullen.jpg?itok=lgYKe55j
GolinOpinion appoints Asheesh Malhotra as ED

Asheesh Malhotra has parted ways with advertising to pursue a career shift. He leaves his role as president at Bates CHI & Partners to join GolinOpinion, the PR division of PointNine Lintas, as the executive director. This marks a significant shift for Malhotra, who’s spent his entire career in...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/complan.jpg?itok=i-mjTQ4S
Complan goes for brand makeover, focuses on WB & TN

Complan, a health drink brand, is going through a complete brand makeover and has adopted a new brand philosophy – Don’t Just Be Tall, Stand Tall. Complan has lined up a series of media innovations to reintroduce the brand in the market.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/asianpaints.jpg?itok=X1z0gHeL
Asian Paints adhesives TVC - a humourous take on 'joints'

Have you met Vicky Contractor? It's time to tune in to the engaging digital film that presents Asian Paints' range of adhesives catering to carpenters and contractors.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories