Advertisers can afford to be bullish about the sixth season of the cricket and entertainment extravaganza Indian Premier League (IPL) to commence from April 2013.
MEC – Meritus published their annual study estimates over IPL 6 ratings. It predicts a 2.6 per cent surge in the viewership this season. The rating in 2012 was 3.8 and MEC – Meritus estimates it to increase to 3.9 in 2013 (15+ years, Male/Female, SEC ABC).
Although15 per cent of the people that participated in the survey said that interest rate has declined and 14 per cent also said that they will be spending lesser time on IPL viewing as compared to last year, the future, according to MEC is certainly bright.
Looking on the brighter side, 34 per cent people in the survey also said that they will spend more time on IPL viewing as compared to last year. Previous year, the same percentage was 23.
The agency estimates say that the net interest of spending more time watching IPL will go up by 9 per cent over the last year.
Commenting on the survey, T Gangadhar, Managing Director, MEC India 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.”
The agency also predicted match wise viewership and concluded that 84 per cent people watch the match when it is their home team playing while 79 per cent people watch the match if their favorite team is playing. So the local factor still holds the key to keep the viewers entangled to their screens. Timing too is an important factor with 49 per cent of the respondents saying that the timing of the match is very important as it should not coincide with the work hours.
When it comes to ratings of the season, the agency estimates that the average TV rating of IPL 6 will surge this year. The key rating driver matches will be those of Mumbai Indians (4.4), Kolkata Knight Riders (4.1), and Chennai Super Kings (4.1).
Sunder Muthuraman, Managing Partner, Meritus Analytics 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 and another segment who will watch lesser. 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,” he said.
As per Pitch Madison Media Outlook report, 2013 ad spends on TV will not surge their share significantly this year, IPL 6 could be the hunting ground for all the key advertisers this season. In our previous story we had indicated that FMCG, BFSI, auto, retail and telecom sectors could be the key spenders on TV this year.