Curtains came down on the third edition of IPL with Chennai Super Kings emerging the champions. Now, all eyes are on IPL4 already given the recent controversies and the addition of two more teams. exchange4media finds out from media planners whether IPL3 had delivered as per their expectations and how much the recent controversies had affected brand IPL.
Winners of the Sahara IPL Awards were announced at a glittering ceremony held on April 23, 2010 at the Grand Hyatt Mumbai. The winners were judged by a jury comprising Lalit Modi (Chairperson), Sunil Gavaskar, Brian Lara, Javagal Srinath, Simon Taufel, and Harsha Bogle.
There is no doubt that the Indian Premier League 3 (IPL3) is a success – the ratings are high, audience reach has sky rocketed, ticket sales are healthy and clearly the Indian cricket fan is lapping up every match. However, the real story this year lies beyond the realm of traditional media, namely the Internet and the mobile Internet, says July Systems’ Prem Bhatia.
There seems to be no end to Lalit Modi’s problems. In another turn of events, Gaurav Garg, President, Strategic Consulting, Propaganda Media & Marketing, has served a legal notice to Lalit Modi and Morani brothers of Cineyug for breach of proprietary rights and monetary compensation.
Back in the 80s, when there used to be only about 40 days of live cricket telecast on TV in a year, one used to look forward to every game. But ask a cricket fan today to recall more than three champagne moments from the last IPL, and he’ll struggle. Indeed, too much of everything is bad. Or is it, asks Shailesh Kapoor of Ormax Media.
The Income Tax Department has tightened its noose around various IPL team owners, investigating the alleged financial dealings. The I-T Department had a busy day conducting nationwide searches in the offices of Kolkata Knight Riders and the Cricket Association of Bengal; Deccan Chronicle, the owners of Chennai Super Kings; and IPL broadcast agency broadcast agency Multi Screen Media, besides marketing agency World Sports Group.
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.
Seeing the amount of coverage generated by the Indian Premier League, one would doubt whether the charm is wearing off in any measure. However, as the tournament progresses, a certain level of fatigue seems to be building in, especially amid the news media. There are two sides to any story and exchange4media attempts to bring both sides into perspective here.
Mid-Day, along with Foster’s, is all set to throw 100 parties on April 25, the day of the finals of the Indian Premier League Season 3. Mid-Day is running a competition with big prizes at stake. Hundred winners across Mumbai will be given a chance to throw a party at their residence on the day of the finals.
The combination of mobile Internet and the IPL has proved to be a great success across the globe. The whole array of IPL T20 mobile applications has been a grand success. Since the IPL mobile applications are entirely web-based applications, the growth of mobile Internet has helped the application to establish a wider user base around the world.
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.
After partnering with IPL teams of after Delhi Daredevils and Kolkata Knight Riders, Fever FM now joined hands with Mumbai Indians, which is currently top of the League. Cricket fans in Mumbai can now look forward to some great on-air content and contests.
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.
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.