IPL sees drop in female viewership: Percept

MUMBAI: 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.

Although 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.

This is normally seen with any time-series data, the report added.

During 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 GRP’s.

The 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 IPL concept.

While 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.

For 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.

There has also been a decline in both, advertisers and the ad volumes in the last two IPL seasons.

The 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.

The increasing cost of advertising coupled with downward level shift has also kept advertisers away.

Latest Reads
Bridge Music Academy launches the racist keyboard

MUMBAI: Earlier last month, Bridge Music Academy has launched the racist cover campaign aimed at educating children about racism and its effects. Conceptualised by Dentsu Webchutney, the campaign is supported by Culture Fox and Roland.

MAM Marketing MAM
QuikrHomes releases consumer sentiments report for 2018

MUMBAI: Leading digital real estate business QuikrHomes has released a comprehensive report that captures consumer sentiments for the year 2018. The report was conceptualised to understand consumer sentiments post regulatory changes in the real estate and what it means to the industry in 2018. 

MAM Marketing MAM
Law & Kenneth Saatchi & Saatchi appoints Delna Sethna as CCO

MUMBAI: Law & Kenneth Saatchi & Saatchi, Publicis Communications’ full-service creative agency, has named Delna Sethna as its chief creative officer across all its businesses. Prior to this, Sethna was leading some key global businesses such as P&G brands and Mondelez.

MAM Marketing MAM
2018 will be a year of video campaigns: WATConsult's Rajiv Dhingra

MUMBAI: If you see an advertisement on a website or your app, you are a well defined consumer of digital advertising. Thet ads on the website you visit are primarily revenue source for internet companies.

MAM Marketing MAM
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories