MAM

IPL ratings on an upswing curve

MUMBAI: The Indian Premier League (IPL) is improving its ratings on Max channel, the official broadcaster for the event.


The nine matches from 21-27 March averaged a TVR of 4.82, according to Tam data for the All-India market. This is higher than the first 14 matches from 12-20 March that had notched a TVR of 4.69.
 
Overall, the 23 matches got an average TVR of 4.74 which is slightly below what the corresponding period in the first season achieved (4.84 TVR). In the second season when the event was shifted to South Africa, the average TVR was 4.36.


This season 121 million viewers have tuned in to the event so far. In the first season, the first 23 matches got a cummulative reach of 88 million viewers, while the second season drew in 105 million viewers.
 
The highest rated match for this season got a TVR of 6.67, as Mumbai Indians engaged in a contest against Kolkata Knight Riders on 22 March. Also faring well was a match between Mumbai Indians and Chennai Super Kings that fetced a rating of 6.38. Clearly the Mumbai Indians and Sachin Tendulkar are pulling in fans from across the country.


By contrast, a match between Kolkata Knight Riders and Kings XI Punjab got a TVR of 5.28. A match between Deccan Chargers and Rajasthan Royals only got a rating of 4.25.
 
Timing is also playing a role. A match between Delhi Daredevils and Royal Challengers Bangalore got a rating of 2.57 as the match started at 4 pm.


In terms of in-stadia advertisng, the top three advertisers were DLF, Citibank and Hero Honda. The top in-stadia brands were DLF, Citi, Fly Kingfisher, Vodafone and Karbonn Mobiles. The top in-stadia platforms were Banner, Perimeter Board and Arm Sticker (On Player), according to Tam data.
 

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