According to TAM data for all India market for the period March 12 to April 3, in the age group of 4-14 years, IPL 3 has received a viewership contribution of 17 per cent, which higher than the inaugural season of IPL, but is the same percentage as that of IPL2. How can marketers tap this segment during IPL? Is is impacting viewership of kids’ channels? exchange4media finds out from media planners.
Close on the heels of Star Plus and Zee TV jointly releasing an ad on the front page of Economic Times claiming that their top GEC shows had outperformed IPL3 in the 30 minutes average ratings, MAX, the official broadcaster of DLF IPL, has released mailers stating ‘IPL outperforms everything!’ A new ratings war is in the offing now...
Within a few months of setting up its operations in India, LinkedIn today claims to have 5 million members in the country. With India proving to be one of the fastest growing markets for LinkedIn, the Internet company is planning to focus big time on awareness, engagement and monetisation of the site in 2010.
This is perhaps for the first time that Star Plus and Zee TV have jointly advertised to highlight that their top Hindi serials have outperformed IPLs in terms of viewership and that their viewership is intact. The ad had appeared in the Economic Times. exchange4media takes a look at this claim and gets the industry players’ reactions on this.
According to the RAM data for week 50 of 2009 (December 6-12) to week 13 of 2010 (March 21-27), Radio Mirchi remains the hot favourite in Delhi among the all female 12+ category. Fever FM and AIR FM2 Gold are in the No 2 and No 3 positions, respectively, among women listeners in Delhi.
According to TAM, in the CS4+ category, all India market, IPL3 matches held from March 28 to April 3, 2010, a total of 10 matches, have delivered an average TVR of 4.50 per cent. On the other hand, the average TVR for the last 33 matches during IPL3 touched 4.67 per cent as compared to 4.69 per cent TVR during the inaugural season of IPL.
Radio Mirchi is the hot favourite among women listeners in Mumbai, followed by Red FM, Radio City and Big FM. This is as per the RAM data in the all female 12 plus category, all place of listening from week 50 of 2009 (December 6-12) to week 12 of 2010 (March 14-20).
While one would expect more people to tune in to the IPL matches on weekends, the opposite is being seen. According to TAM, all India market from March 12-27, 2010, IPL3 received an average TVR of 4.86 per cent on week days, while on weekends the ratings saw a marginal drop with an average TVR of 4.55 per cent.
In just its third year, IPL has a long way to go before it can join the ranks of EPL (English Premier League) or the Super Bowl. Despite the commercial success of IPL, one wonders whether the fanfare could be broadened further and what lessons IPL can learn from EPL.
It’s now just a matter of time when the Government will announce its FM Phase III policies. The Phase III rollout will see the addition of another 700 FM stations to the already existing 200 private FM stations in India. In the meantime, the Radio Investors Forum had recently met I&B Minister Ambika Soni and communicated the serious issues facing the industry and also regarding the FM Phase III policy. exchange4media finds out from industry players whether the industry is actually ready for the Phase III rollout.
According to the latest TAM data, the average TVR for IPL3 matches in the CS 4+ category from March 21-27 is 4.82 per cent. While the TVR of the last 23 matches of IPL3 may be lower than Season 1, IPL3 certainly has the highest cumulative reach for the last 23 matches – 121 million – as compared to the last two years.
Mid-Day Infomedia is on an aggressive growth mode. Mid-Day has already announced a hike around the weightage of 15 per cent in its ad rates, which would be effective from May 1, 2010. Manajit Ghoshal, MD and CEO, Mid-Day Infomedia Ltd, shares more on the group’s focus areas in the year ahead.
According to TAM data for all India market in CS4+ category, for the first 14 matches – from March 12-20 – Mumbai emerged as the city that is most glued to IPL3 matches, followed by Kolkata, Delhi, Chennai, and Bangalore. exchange4media speaks to media planners to get their views on whether the city factory has finally settled in during IPL.
According to the latest RAM data from week 50 of 2009 to week 11 of 2010, in the SEC ABC 12+ category for the Delhi market, Radio Mirchi continues its lead, followed by Fever FM and AIR FM2 Gold. Interestingly, though the ratings of Mirchi saw a marginal decline, it dramatically picked up in the last two weeks.
IPL3 has seen extensive use of the 5-10 second ad breaks that appear on screen during the matches. Moreover, the third umpire screen is also used for these 5-10 second commercials. exchange4media finds out from industry experts on whether these ad breaks are serving any purpose and whether they have high recall value.
According to TAM Sports for the six metros in CS 4+ SEC ABC for the first 14 matches – from March 12-20, 2010 – the contributory share of female audience is 36 per cent. Given this figure, exchange4media finds out from media planners on their views regarding the contributory share of female audience and their impact on Hindi GECs.
Digital media is steadily growing in India, and instances like Youtube securing the online rights for live streaming IPL matches, or July Systems taking the IPL to the mobile screen, has brought further cheer to the digital industry. Various mobile and online companies are already riding the IPL3 wave, and there are high expectations from gaming companies as well. exchange4media spoke to industry players on the opportunities IPL provides for digital media, and for gaming in particular.