Has IPL’s novelty worn off for women this season?

Has IPL’s novelty worn off for women this season?

Author | Esha Madhavan | Thursday, May 07,2009 8:42 AM

Has IPL’s novelty worn off for women this season?

IPL Season 2 might have eventually picked up the pace with the ratings and has given some competition to the GECs, but there is still quite some confusion over who is watching IPL 2? According to TAM Ratings, Female CS 4+years viewership share stood at 34 per cent between April 18 and April 25. Even media planners agree to the fact that compared to the last season, women are not equally enthusiastic about this season and perhaps the season end will prove to be a lot more popular.

Commenting on the female viewership of IPL 2, GV Vijaya Kumar, Associate VP, LMG, Chennai, said that women were definitely watching IPL this season, but compared to last season, the prime time serials on the GECs were much less affected by the IPL in Season 2.

Given the novelty value, the IPL last year had somewhat sidelined the usual ‘saas-bahu’ GEC content. However, this time the general entertainment channels insist that people have been more loyal to their serials. Fresh content with major deviation from the saas-bahu dramas and some new channel launches like Colors and its popular serials can be cited the reasons for the continued loyalty towards these programmes. The new launches of a few regional channels and their subsequent success have also added to the loyalty factor.

The confusion over who is watching IPL Season 2 definitely leads to the overall feel good factor, and the GECs are happy that their ratings haven’t been impacted much and that the female demographic among IPL viewers is lesser this year. The advertisers are also happy with the response of the IPL viewership, which goes on to convince them to keep including women among viewers and advertise consumer goods targeting women, along with auto and mobile services targeted at men. The Indian Premier League is a sure hit for all, but the madness around the League is yet to catch on and women going crazy about it has definitely not happened yet.

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