Top Story

e4m_logo.png

Home >> Media - TV >> Article

IPL 6 playoffs viewership down 18%

01-June-2013
Font Size   16
IPL 6 playoffs viewership down 18%

It has been reported earlier that the tournament average for week 6 of IPL all India observed a drop of around 14 per cent from that compared to the previous year. Also, for HSM markets, the average has been 3.0, which mean a drop of around 15 per cent.

The ratings of IPL 6 playoffs saw a sharp decline of 18 per cent as compared to the year before. The IPL playoffs comprising of three matches fetched an average TVR of 4.4 (All India) and 4.46 (HSM) as compared to 2012, when the playoffs of IPL 5 fetched an average TVR of 5.5 (All India and HSM).

According to research experts, the drop in the playoff ratings has been attributed to the introduction of LC1 coverage in TAM, which has pulled down the averages. With DAS Phase II coming into force in week 14, there have been rampant switch off of analog signals across 38 cities, which have impacted not just IPL but also other channel ratings. Also, LC1, which was not reported till last year, now accounts for 25 per cent weightage in HSM market. These LC1 markets are, hence, pulling down the overall ratings at HSM level.

Iit is believed that the absence of teams with strong support such as DD and KKR in the playoffs this year has affected ratings. Though experts believe that the on-going spot fixing controversy hasn’t dampened the spirit of IPL, both the Eliminator (SRH Vs RR) and Qualifier 2 (MI Vs RR) have clocked considerable less TVRs than Qualifier 1 (CSK Vs MI), which in turn has been rated on par with last year matches (excl LC1 markets).

As per TAM ratings for Week 20 (May 12- May 18) 2013, Sony Max lost 59 points on the last week of IPL 6, which included the playoffs but not the final match and garnered 170 GRPs in week 21, which is in sharp contrast to 229 GRPs in week 20. This implies a 25 per cent drop in the GRPs. On the same lines, Six clocked 40 GRPs this week as opposed to 64 GRPs in week 20. 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...