MAM

IPL's ratings make it tough for Max to post ad rev growth

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/08/10/IPL.jpg?itok=BvN9ZJZz

MUMBAI: The fifth season of the Indian Premier League is settling down to lower ratings than its previous edition, making it tough for Multi Screen Media to protect its ad revenue of Rs 9 billion from the telecast of the event on Max.

The first 27 matches of the IPL have garnered a viewership of 3.53 TVR compared to 3.88 TVR a year ago, according to Tam data (for CS4+ TG, All India market). The cumulative reach has also gone down from 140 million last year to 137 million.

Despite improvement in competitiveness with several close finishes, the ratings for the IPL have gone down. For the first seven matches, the viewership was 3.76. This further fell to average TVR of 3.65 for 16 matches.

The IPL, however, continues to be a profitable property for MSM and cricket‘s highest revenue earner. “Media may file whatever they want to, but if you look at the top 10 programmes you will get your answer,” said IPL CEO Sundar Raman.

According to GMR Sports marketing head Hemant Dua, the drop in viewership is a natural progression in the life of a sporting league. He also believes that people have unfair expectations from the IPL.

“I think the IPL is maturing as a league and there will be times when the ratings will plateau a bit or will increase but overall the IPL has done well this season and attendance for matches has been good. The expectation from the IPL is high but one should understand that the ratings are strong enough," said Dua.

The fragmentaion of the Indian media landscape has not helped the IPL to better its ratings this year. According to MEC South Asia COO Shubha George, the IPL ratings have been in line with expectations.“We had predicted a drop in viewership, but if you look at the ratings they are still better. After all, which property will give you a viewership of 3.5 TVR and a pan-India reach,” he said.

MSM has, however, stayed firm in not dropping the rates as it fears that it will make it difficult to up the rates next year if the benchmark is set low this time. Max has six sponsors on board who are forking out between Rs 450,000-500,000 per 10 second spot. The broadcaster has managed to sell only 70 per cent of inventory with a large part of the FCT being used for self-promotion.

Attempts to reach MSM president network sales, licensing & telephony Rohit Gupta proved futile till the time of filing this report.

For MSM to substantially boost its ad revenues from the IPL, ratings will have to improve. "They won‘t command a premium on average rating of 3.5. But the IPL as a property still remains a valuable proposition," said a media analyst who did not want his name to be revealed.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/makeup_0.jpg?itok=kb9xcVdD
Lotus Make-up brings out women's inner shine

Lotus Make-up has created a new campaign with digital and social media agency WATConsult called #SparkleEveryday.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/radio.jpg?itok=vX0DetRO
Radio City makes us experience Mumbai

Radio City has created a campaign that makes us experience a city even with eyes shut. The film Taxi Driver, is based on this emotion. To make this idea more experiential, the thought will be adapted in print, on-air, digital and on-ground.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/chetak.jpg?itok=OUBEhd8c
MP Birla Chetak Cement's new TVC is truly Rajasthani

MP Birla Chetak Cement has rolled out a new TVC conceptualised by Ogilvy Kolkata and produced by Conversation Films.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/hitachi.jpg?itok=tt7zTGTO
Hitachi's new automated service platform

Hitachi Systems Micro Clinic, system integrator and a specialist in managing end-to-end IT infrastructure solutions and services, has announced the launch of an automated service delivery platform Hawkeye 3.0, which aims at enabling organisations to increase productivity and efficiency. The...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/ads_0.jpg?itok=cITprp4R
The ins and outs of femvertising

MUMBAI: How many times have you come across ads that seek to empower women and ask them to take on the world (at times by using their product)? The general tendency of advertising in the seventies and the eighties was to objectify women in order to fascinate the ‘male audience’ to buy their...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/pretty.jpg?itok=k3d6mOBR
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/brain.jpg?itok=kT6QQo-H
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/PAISABAZAAR.jpg?itok=F6V0tnEn
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Blackberrys-AW_0.jpg?itok=0mzgSZY0
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories