MAM

IPL sees drop in female viewership: Percept

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public?itok=O0F3fnj4

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

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/Truecaller.jpg?itok=GJpRMARf
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/birla.jpg?itok=ZSHorrmj
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/fbb.jpg?itok=8qWOjTIx
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kansai.jpg?itok=bLHO7bPV
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/air.jpg?itok=kjY89OT1
Air Canada Brings Global ‘Fly the Flag’ Initiative Celebrating Equality, Inclusivity and Diversity to India

Air Canada, Canada's largest domestic and international airline, has been strengthening connections between India and Canada since 2015 with three new direct routes introduced in less than two years. To celebrate people making a mark in India, Air Canada is bringing its global ‘Fly the Flag’...

MAM Marketing Below The Line
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/12/tanishq.jpg?itok=O6GUdMmH
Tanishq launches new campaign for Diwali

Jewellery brand, Tanishq has introduced an exquisite collection - Utsava – an enchanting range that showcases the rich culture and beauty of our country, encapsulating the true essence of the festival of lights.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/12/carvaan.jpg?itok=KcaOlPoM
Saregama Caravan asks to ditch the 'Shor' this Diwali

Diwali is many things to us. Homecomings, get-togethers, celebrations, gifts, lights, sweets, and shared joy.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/13/wpp.jpg?itok=qPNuWY5E
The stage is set for WPP’s ‘Date with Data’ – a day-long data summit

Spearheaded by WPP India, alongside WPP’s Data Alliance, Date with Datais a day-long summit that showcases and discusses the impact of data.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/12/col_0.jpg?itok=EzlE7W4x
Enormous Brands strengthens leadership at Gurgaon office

Enormous Brands has bolstered its northern operations with significant appointments across all disciplines.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories