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/2017/02/17/fugay%20%281%29.jpg?itok=kmsUyQXU
Fugay: Playworx facilitates association with Richfeel

Fugay, the top starrer and the much-awaited Marathi comedy drama film has already hit the screens, and one of the most successful films at the box office this year. ITW Playworx, an arm of ITW Consulting, has facilitated a successful association between Richfeel and Fugay (the much-awaited comedy...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/leeco%20%281%29.jpg?itok=-MvDue2i
LeEco India massively slashes workforce, is it the end?

It came in like a storm with booming announcements about the humungous investments ($200 million, according to news reports) it intends to make in content in India for its LeEco content ecosystem.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/Red-Chillies.jpg?itok=oLl1MC0_
Digital campaign: Red Chillies wins 'CMO Asia' awards

MUMBAI: Red Chillies Entertainment bagged two awards for Dear Zindagi’s brilliantly executed digital marketing campaign at the CMO Asia's Social Media Marketing Awards. The marketing team won two titles for the film that included- ‘Best Viral Marketing Campaign’ & ‘Best Use Of Social Media In...

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/Ravi-Kumar.jpg?itok=FO6__J1R
Infosys a 'leader' in magic quadrant for SAP: Gartner

MUMBAI: Infosys, a global leader in consulting, technology, outsourcing and next-generation services today announced that Gartner Inc. has positioned Infosys as a ‘Leader’ in its EMEA and North America 2016 Magic Quadrant reports for SAP® Application Services.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/Max-Fashion.jpg?itok=C3w0c1tA
Max Fashion finds 360 'Endless Ways'

MUMBAI: Max Fashion, one of the leading fashion brands in India and the home of everyday fashion, recently executed an innovative and catchy campaign to promote the endless options available across their stores. The “Endless Ways” campaign kicked off with the very first TVC campaign for Max...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/16/Jacqueline-Fernandez.jpg?itok=gfuUgdOJ
Jacqueline is Lee brand ambassador

Lee Jeans, has always been synonymous with innovation in the world fashion scene over the last 128 years. As it’s always been, Lee’s history tells a story of constant progress and innovation. Of change. Of standing out over generations. And for the first time in India, the brand has partnered with...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/16/richard%20%281%29.jpg?itok=TpKkiYiR
Huawei upgrades on Brand Finance list

Huawei advanced to become the world’s 40th most valuable brand in 2017, up seven places from its position a year ago, according to the “Global 500 2017 world’s most valuable brands” list. In its annual ranking, British brand valuation firm Brand Finance, the world’s leading brand valuation firm,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/16/sam-balsara%20%281%29.jpg?itok=LdYKKE53
TV ads worth Rs 850 cr lost in Nov-Dec, '17 ad-ex forecast at 13.5pc: Pitch Madison Report

The much awaited Pitch Madison Advertising Report 2017 was released at a function held in Mumbai by Crompton Greaves Consumer Electricals MD Shantanu Khosla. Releasing the Report Khosla highlighted to advertisers the importance of truthful advertising. He said, “Truthful advertising is not only...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/15/alpen%20%281%29.jpg?itok=7wtR3yJP
Alpenliebe TVC portrays small moments of joy in everyday life

Alpenliebe Gold, the flagship candy brand of Perfetti Van Melle India, has launched a heart-warming new communication campaign - chhoti chhoti khushiyon ke liye. The new campaign is based on the insight that within families there are always small moments of joy in everyday life, and celebrating...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories