IPL hits a six in first week
T20 league touched cumulative reach of 100 million viewers in its first five matches of the season
COVER DRIVE... TO THE TV ROOM
IPL 2012
Time Date Programme MAX ALL INDIA HSM (TVR)
8pm 8pm 4pm 8pm 4pm 8pm
04-Apr 04-Apr 05-Apr 06-Apr 06-Apr 07-Apr 07-Apr
Opening ceremony CSK Vs MI KKR Vs DD MI Vs PWI RR Vs KP RCB Vs DD DC vs CSK
1.2 5.5 4.9 2.9 3.6 2.5 3.7
1.3 5.9 5.6 3.2 3.8 2.6 3.6
Average
3.9 4.1
Combined MAX & SIX(TVR) ALL INDIA HSM
IPL 2013
Time
Date
Programme
02-Apr 8pm 03-Apr 8pm 04-Apr 8pm 05-Apr 4pm06-Apr 8pm 06-Apr
Opening ceremony L/T PEPSI IPL-6 T20 DD/KKR-KO L/T PEPSI IPL-6 T20 RCB/MI-BG L/T PEPSI IPL-6 T20 SRH/PWI-HY L/T PEPSI IPL-6 T20 RR/DD-DL L/T PEPSI IPL-6 T20 MI/CSK-CH Average
1.8 4.1 4.9 3.7 2.1 4.5 3.8
2.0 4.5 5.1 3.9 2.2 4.6 4.0
Source: TAM C&S 4+, week 14, First 5 matches, Live Telecast, MAX & SIX (provided by MAX), HSM: Hindi-speaking market, TVR: Television Ratings
GAURAV LAGHATE
Mumbai, 11 April
The first weeks TAM viewership data show the Pepsi Indian Premier League (IPL) has passed the acid test. The data show that the first five matches were watched by a 100 million viewers on MAX and SIX cumulatively. The ratings are looking very good primarily because of the quality of the matches. They were very competitive and none of the five matches was one-sided. This increases the interest levels of the viewers, said Navin Khemka, managing partner of media agency ZenithOptimedia India. In its previous edition in 2012, the reach of IPL on MAX was 79 million viewers, even if there were six matches compared to five in the current year. And the impact of IPL is also visible on other genres, which have lost share. For instance, the Hindi general entertainment channels (GEC) genre has lost almost 100 GRPs (gross rating
points) in this week. Again, the quality of matches resulted in higher gains for MAX and thus higher loss of GECs. Last year, while the GEC genre was hit by just 50 GRPs in first week, this time the loss is 100 GRPs, Khemka added. Meanwhile, the reach has increased phenomenally but the ratings of the matches have seen a slight decline compared to the last season. While the first match between Delhi Daredevils and Kolkata Knight Riders clocked a 4.1 TVR (TV rating points) in the All India Market in the 4+ years age group of the cable and satellite universe, the same for the Hindi Speaking Markets (HSM) was at 4.5 TVR. In the last year edition, the first match was between Mumbai Indians and Chennai Super Kings, which fetched a TVR of 5.5 in All India and 5.9 in HSM respectively. Similarly, the average of first week matches this season (five matches) is 3.8 TVR (All India) and 4 TVR (HSM) compared to the first week average of last sea-
son (six matches) of 3.9 TVR and 4.1 TVR in All India and HSM markets respectively. Neeraj Vyas, EVP and Business Head, MAX said that the ratings are good, especially because the viewership universe has changed compared to last year. TAM, the TV ratings monitoring agency, has recently added LC1 towns to its monitoring system, which constitutes to approximately 24 per cent of the total TV viewing universe. I think given that so many changes have happened in TAM reporting, compared to last year, and that IPL started just in the second phase of DAS (digital addressable systems) implementation, the ratings are extremely good. What is most heartening to see is that our reach has gone up to 100 million viewers, Vyas said. When asked on the advertisers response, Khemka, who has many clients advertising on the property said, I have many advertisers putting money on IPL and they all are happy with the first week ratings.