Mediaedge:cia (MEC), in its third edition of ‘Food For Thought’ session, held in Mumbai on Friday, March 5, predicted an increase of 14 per cent in viewership for the Indian Premier League (IPL) Season 3 vis-à-vis IPL2, but 4 per cent lower than the inaugural IPL matches. These are for the league matches and among Adults, 15+ years, ABC and CS. The study was powered by Meritus Analytics India Pvt Ltd, a WPP company.
MEC has predicted an average of 5.2 TVR in Season 3 for the 60 matches to be played over 43 days in the SEC ABC 15-plus category. Last year, MEC had predicted a 7 per cent dip in ratings over the inaugural tournament, which was said to have been close to the actual TVR of IPL2.
According to the third series of ‘Food For Thought’, some of the factors that could influence the overall ratings are cricket fragmentation, fatigue, venue being back in India and even the match timing.
This is the second consecutive year of ‘Food For Thought’ on IPL, and the focus area of this session is ‘Will the juggernaut roll on?’ The sample size covered over 900 people (consumers) in 10 cities in early February 2010. These cities were Mumbai, Delhi, Kolkata, Chennai, Bangalore, Jaipur, Mohali, Hyderabad, Nagpur and Ahmedabad.
Shubha George, COO, MEC, was the speaker at the event. She noted, “Even in its third year, there is still a lot of interest in IPL among consumers. IPL Season 3, however, brings us a different set of challenges with the tournament back in India and the hype expected to be bigger. This time, we have the advantage of the last two years’ data and the experience itself. We have even redefined our methodology. If there were any fears among the marketers that fatigue has set in cricket, then that is not true. In fact, those brands which have activated sponsorship more have the best returns.”
The study found that the caveats for IPL3 could be weather, team performance and other unforeseen influence. The IPL team and players are the key factors to watch a match. However, performance is not seen as a critical factor in supporting a team. The study found that Mumbai Indians have the maximum support from the consumers, followed by Kolkata Knight Riders and Deccan Chargers.
This apart, this year, Sachin Tendulkar has ousted MS Dhoni as the most valuable player, while Shah Rukh Khan is the most popular team owner, followed by Shilpa Shetty and Preity Zinta. Another finding that perhaps won’t be surprising is that 60 per cent of the consumers love the T20 format and want more of it. The findings also show that DLF and Vodafone are the two brands that the consumers most associate to IPL.