The home coming seems to be paying off for the Indian Premier League (IPL) in its third season. As per TAM data for CS 4+, for six metros from March 12-16, 2010, average ratings for IPL3 is higher than that of IPL2, even if marginal. The average ratings for the first eight matches of IPL3 stand at a TVR of 5.72 per cent, as against a TVR of 5.16 per cent as average ratings for the first eight matches of IPL2.
However, when compared to the average ratings of the first eight matches during the first edition of IPL, wherein MAX had received an impressive TVR of 6.23 per cent, IPL3 ratings have not kept up. While these may be only the initial stages of IPL3, but certainly these numbers highlight the response to the home coming season. By the end of this tournament it will be amply clear whether IPL3 has reached a saturation point or whether it has the potential of becoming India’s Super Bowl.
According to the ratings from TAM Sports of TAM Media Research for the third season, the highest ratings have been for the inaugural match of IPL3, wherein MAX received a TVR of 6.95 per cent. The second highest rating was received for the match between Deccan Chargers and Chennai Super Kings, which saw a TVR of 6.70 per cent.
Most of the matches played during the afternoon time band remained in the range of 4.5 per cent TVR, while those played in the evening received a TVR of over 5-6 per cent. For instance, the match between Kings XI Punjab and Royal Challengers Bangalore, was played on March 16 in the afternoon, received the lowest ratings of 4.20 per cent TVR.
In comparison, the inaugural match in the first edition of IPL had seen the ratings touch a TVR of 8.21 per cent, which remains the highest TVR for any IPL match till date. The opening match of IPL2 saw a TVR of 5.55 per cent.
As for the advertisers, Vodafone Essar Ltd, Samsung India Ltd, and Videocon Industries Ltd have emerged as the top three advertisers on IPL3.
What remains to be seen is whether IPL3 will continue to attract high viewership or whether the ratings will dwindle as the tournament progresses, at least until the semi-finals.