MEC hits IPL 5 TV ratings prediction spot on
For SEC ABC 15+, MEC had estimated an average TV rating of 3.8, which is an increase of 2.5% over IPL 4
Published - May 30, 2012 11:45 PM Updated: May 30, 2012 11:45 PM
MEC has predicted the perfect IPL (Indian Premier League) Season 5 TV viewership rating. The agency has been estimating TV viewership ratings for IPL for the past four seasons to help marketers and advertisers.
This year, despite the controversies around the game, MEC had estimated a TVR of 3.8 for SEC ABC 15+. Data from TAM Media Research shows that the estimated TVR of 3.8 is accurate. This figure was the actual available ratings from 70 of 72 lead matches.
exchange4media readers will recall that MEC conducted the estimation for IPL Season 5 by employing General Linear Model, using data from past IPL Seasons as well as PUT (People using television) and channel share. Variable factors such as team popularity, time of telecast, day of the week as well as popularity of programming on other channels are very much taken into consideration.
A customised consumer research program that constituted a sample size of 100 per market across the nine IPL cities – Mumbai, Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Pune, Chandigarh and Jaipur – was undertaken for this study.
Shubha George, Chief Operating Officer, MEC South Asia said, “We take pride in being able to correctly estimate the TVR (Television Viewership Rating) for a tournament as high profiled as IPL 5. In spite of the negative press surrounding it, the quality of cricket in this year’s IPL and the passion that Indians have for the game ensured a 2.5 per cent increase in viewership from the last IPL season.”
The team ratings for five out of nine teams including Deccan Chargers, Delhi Daredevils, Kolkata Knight Riders, Kings XI Punjab and Rajasthan Royals are within 10 per cent of MEC’s estimate. Programme rating is 4.1 as regards to MEC’s estimate of 4.3. Off prime rates are correspondingly higher.
George added, “Though our predictions have been bang on, there have been some cumulative learning’s as well this year. The new understanding we have from our analysis is that the time and day of the match has the highest influence on TV viewership ratings. Spikes for favourite teams, while existent, do not have a profound influence as estimated.”
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