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IPL semis notch up 5.4 TVR

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MUMBAI: The viewership for the fifth edition of Indian Premier League has gone a notch up due to two qualifiers and the lone eliminator match that have recorded average viewership of 5.4 TVR, according to TAM data sourced by Indiantelevision.com for CS4+ TG (All India).

The closing stages of the tournament have seen ratings improve to 3.36 TVR for 73 matches, compared to 3.27 TVR for 68 matches.

However, the ratings are marginally lower compared to 3.51 TVR the event had garnered last year for the same number of matches.

The cumulative reach for the tournament is 161 million compared to 162 million last year, as per data provided by TAM.

Media buyers had expected the viewership to pick up during the closing stages of the event due to which the spot rates for the matches also went up to Rs 800,000-1 million per 10 second spot compared to the Rs 450,000 during the league stage of the matches.

Group M ESP Managing Partner Hiren Pandit noted that the IPL has delivered ratings on par with last year.

?The IPL ratings are pretty good on a standalone basis. If you look at the matches this year almost all of them had packed houses which to my mind is a key performance indicator. Also we should look at the ratings as a broad indication of viewing,? he averred.

Another media buyer on condition of anonymity said that the ratings are healthy even though it is not comparable to previous editions. ?The expectation from the IPL was not that high but still the ratings are healthy considering the negativity surrounding the tournament when it began. The ratings however are not that good when compared to previous editions,? he added.

Meanwhile, MEC COO South Asia Shubha George said that while its predictions for the IPL?s performance have been on the mark, there have been some learnings this year.

"The new understanding we have from our analysis is that time and day of the match has the highest influence on TV viewership ratings. Spikes for favourite teams, while existent, do not have a profound influence as estimated," George said.

The agency had estimated that the average ratings for season 5 of the IPL will be 3.8 TVR for CS 15+ SEC ABC using General Linear Model.

The team ratings for five out of nine teams including Deccan Chargers, Delhi Daredevils, Kolkata Knight Riders, Kings XI Punjab and Rajasthan Royals are within 10 per cent of MEC?s estimate, George added.

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