MAM

MEC predicts 2.6% higher TV ratings of IPL 2013

Mumbai: Average television rating for the Indian Premier League is expected to go up from 3.8 last year to 3.9, an increase of 2.6 per cent (15+ years, Male/Female, SEC ABC), as per the IPL TV Rating Estimation Study of MEC, a GroupM media buying and planning agency.

In the sixth season of the event, Mumbai Indians (4.5 TVR), Kolkata Knight Riders (4.2 TVR) and Chennai Super Kings (4.1 TVR) games will have the highest ratings, the study said.

Meanwhile, home team (84 per cent), favourite team (79 per cent) and Indian stars (64 per cent) will continue to be deciding factors to watch a match. And time of the match (49 per cent) is also gaining importance, the report said.

According to the study, MI (23 per cent), Chennai (19 per cent) and KKR (14 per cent) are the most popular teams. Support for Hyderabad has gone up by 200 per cent (2 per cent to 6 per cent), Bangalore has dropped by 50 per cent (12 per cent to 8 per cent)

Also, Sachin Tendulkar (80), MS Dhoni (79), Yuvraj Singh (76), Virat Kohli (74) and Virender Sehwag (73) are the most popular Indian players in the League; Chris Gayle (60), Ricky Ponting (55), Brett Lee (51) and Kevin Pietersen (50) are most popular foreign players.

MEC India MD T Gangadhar said, "Our study suggests that IPL seems to have matured as a property. The study clearly establishes that ratings in the first phase (first 18 games) impact the fate of the entire league. With Pepsi activating their title sponsorship in a big way, the BCCI launching the IPL Fantasy League and India‘s strong performance against Australia, the first stage of the league could get further momentum."

"We expect the IPL Fantasy League to become a key part of the live broadcast experience and as a result, social chatter around IPL could grow significantly", Gangadhar added.

Meritus Analytics Managing Partner Sunder Muthuraman also believes that the IPL brand is reflecting the behaviour of a typical mature consumer product. "Our proprietary survey, that is integral to the forecast, shows that there is a segment of audience who will watch more than last year (say, the loyalists) and another segment who will watch lesser (say, the rejecters). Given that the former segment is larger than the latter, the ratings are likely to be marginally higher than in 2012. Given our past successes, we hope our pioneering rating forecast methodology will be adopted by all broadcasters and advertisers."

The research was conducted in Mumbai, New Delhi, Kolkata, Chennai, Bengaluru, Hyderabad, Jaipur, Pune, Chandigarh and Ahmedabad. As in previous years, the study has been carried out in association with Meritus, WPP‘s analytics company.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/srinivas.jpg?itok=EZe8Sgyn
H+K India onboards Srinivas Vunnava as director of public affairs & gov relations

Mumbai: Public relations firm Hill+Knowlton Strategies (H+K) has strengthened its leadership in India by appointing Srinivas (Srini) Vunnava as director of public affairs and government relations. With over 15 years of experience, Vunnava brings in-depth expertise within the intersection of market...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/center_fresh.jpg?itok=aFNMBPuG
Center fresh, Dharma 2.0 come together for Bollywood-style partnership

Mumbai: Center fresh, the gum and mint brand from Perfetti Van Melle has announced its marquee collaboration with Bollywood filmmaker Karan Johar's Dharma 2.0 for a series of two digital films. The campaign collaboration has been facilitated by Wavemaker India, with support on the creative front...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/tra.jpg?itok=TJekRrxI
Travel portals look to woo travellers back this holiday season

In the run-up to the year-ending holiday travel season, travel portals are looking to make the most of the opportunity. With the Covid cases on decline, companies in the sector are optimistic about business picking up pace. Travel advertising too is poised for rapid growth as brands look to reset...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/pnb.jpg?itok=IMhkxt76
PNB Housing Finance releases new campaign for aspiring home-buyers

With the real estate sector showing tangible signs of revival, PNB Housing Finance has unveiled a new ad campaign “Ghar Jaane ki Khwahish” (Desire to live in your own home), to create awareness about its ‘Unnati Home Loans’.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/as.jpg?itok=CTMTcCLQ
Audible releases two new ad films to showcase the power of audio

Audible, an Amazon company, and a global provider of spoken-word entertainment has announced the launch of two new ad films featuring TV actors Nakuul Mehta and Rithvik Dhanjani. The films showcase the wide and diverse range of audio and spoken word content available on the audio streaming app,...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/pinto.jpg?itok=eSFpRvpP
GUEST COLUMN: How video marketing drives maximum conversions

The rapid growth of TikTok globally, as well as Instagram releasing ‘Reels’ over the last couple of years, is a testament to the rise in video consumption, with users preferring to watch short video clips on their mobile devices.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/bnm.jpg?itok=4R5ZqqrN
GUEST COLUMN: Mobile marketing trends that’ll pave way for OTT boom in 2022

The OTT sector in India has emerged just like a Bollywood hero — their entry is always late but highly anticipated, sweeping away everyone’s heart and attention. Similarly, the sector that was once considered stagnant with very low penetration across different regions and markets has today become...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/acc.jpg?itok=RwzClcSv
ACC launches 'Leave Behind No Waste' campaign with BCCI for Ind-NZ series

ACC Ltd has partnered with the Board of Control for Cricket in India (BCCI) to take on the onus of collecting and managing waste, during the first India vs New Zealand test series match which was held on 25 November at Kanpur’s Green Park Stadium.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/m.jpg?itok=hbms96pu
McDonald’s India says '25 years of lovin it' on its 25th anniversary

From birthday parties to first salary treats, from getting together with family and friends over meals to all occasions big or small, McDonald’s has been a part of Indian customers’ lives for the last 25 years. To celebrate this important milestone, McDonald’s India - North & East has launched...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required