IPL4 ratings drop 25% in six metros

MUMBAI: The ratings for the Indian Premier League (IPL) 4 continue to drop, indicating the impact the World Cup could have had on the cricketing property that had created revolutionary waves in the earlier editions.

The first 37 matches have notched an average TVR of 4.07, still respectably high, but way off the 5.44 TVR that the third edition had reaped last year during the same period. A drop of 25 per cent in ratings has made some advertisers anxious.

In the first year, the average TVR was 5.39 for the same number of matches. Even when the event shifted to South Africa in 2009, the performance was better than this time as it scored a TVR of 4.58.

The highest rating for this time is still the first match which got a TVR of 7.77, according to TAM Sports data for six metros (C&S4+).

Two matches featuring the Mumbai Indians got a TVR of 6.7. Last year 13 matches crossed a TVR of six compared to just three this time around. The match between Kings XI Punjab and Kolkata Knight Riders played on Saturday (30 April) got a TVR of 3.91. On the same day, the earlier match at 4 pm between Delhi Daredevils and Kochi Tuskers Kerala got a TVR of 2.36.

MSM president network sales, licensing and telephony Rohit Gupta notes that the reach is at 146.5 million, which is more than what was achieved for the whole event last year at 143 million All India. "Our inventory is completely sold except for the last four matches, which we will sell at a premium."

A media buyer notes that the IPL will turn out to be a more expensive proposition for advertisers if its average stays at 4 TVR for the entire event. "Having said that, it has always been seen that the middle period is when ratings fall. Viewership for the last four matches will be high as has been the case in the past and I think that the event will make up lost ground. You cannot call the IPL a failure as it is still giving a rating of 4 over such a long period. This is what the World Cup delivered due to India winning the trophy."

Gupta is quick to defend. "I have not heard any complaints from clients about the IPL?s response, which means that things are healthy. This year we also brought in smaller clients to support this property. Having said that, there is a viewer fatigue factor at play with the IPL starting just after the World Cup got over. Sony will still get a premium for the remaining inventory it has for the semifinals and final," Gupta said.

Latest Reads
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
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
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
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
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
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
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
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
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