IPL7 records 3.1 TVRs in opening week

TVRs of opening week of IPL stand at 3.1, much lower than the average first week TVRs of 3.8 in 2013 and 3.9 in 2012. Vodafone and MSM say it's too early to judge

e4m by exchange4media Staff
Updated: Apr 29, 2014 9:03 AM
IPL7 records 3.1 TVRs in opening week

The seventh season of IPLopened with an average TVR of 3.1. This is the combined viewership of SET Max and Sony Six, the two channels on which IPL is broadcast.

This was considerably less than the average TVR of the first IPL week in 2013 which was 3.8. The average TVR for the first IPL week in 2012 was 3.9.

Vivek Mathur, CCO, Vodafone India, the principal sponsor of the IPL, said, “It is too early to judge IPL on the parameter of ratings. We have a long term commitment with the tournament. We do not expect the ratings to be the same in the future. Since inception, the ratings of IPL have varied. At this stage I would expect that ratings will holdout and will be steady.”

The table below indicates match wise TVRs for IPL in the first week. Analysts believe that the drop in ratings can be attributed to general elections and complexities in the existing ratings (low sample size, LC1 towns, etc.).

Rohit Gupta, President , MSM, said, “The reach of the tournament has gone up from 97 million to 103 million. We are getting positive indications and the expansion of reach is a good sign. One can’t judge IPL at this stage only on the parameters of ratings. It is too early.”

SET Max had signed eight sponsors for IPL this year where Vodafone and Karbonn mobile are the principal sponsors. Speculations are rife indicating the two brands have invested Rs 55 crore and Rs 45 crore on the tournament respectively. The other sponsors are Amazon, Perfetti, Marico, TVS, Havells and Cadbury. The broadcaster is currently selling ad spots at Rs 4.75 lakh and  Rs 5 lakh. Various brands like Idea, Airtel, Flipkart, Amul, OrientFans, Quikr, etc. have bought ad spots this year.


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