Top Story

Home >> Media-TV >> Article

IPL 2009: Digital rate more than analog; telecom brands lead advertisers

20-April-2009
Font Size   16
IPL 2009: Digital rate more than analog; telecom brands lead advertisers

TAM Media Research has released the numbers for the two matches played on the first day of the Indian Premier League (IPL) Season 2 for the six-metro market. For the C&S 4+, the Mumbai Indian Vs Chennai Super King match rated 5.55. The second match between Royal Challengers and Rajasthan Royals scored a 5.48.

The largest deliverer to the overall numbers of the first match was from the Mumbai and Chennai markets. The trend may remind many of the first season of the IPL, where some of the other markets registered larger numbers on days when the franchisees of those markets were playing. Interestingly however, Mumbai has delivered better viewership of the second match – Rajasthan Royals versus Royal Challengers.

As the winner and the runner up from last year lose on the opening day, the numbers generated are lesser than what was seen last year. The opening match of the first season had rated over 8 ratings in the six-metro market. A closer look shows that the digital households have delivered better ratings that the analogue.

The digital (digital 4+) rating alone for the Mumbai Indians vs. the Chennai Super Kings match was 7.24. The analogue rating on the other hand was 5.33 TRPs – bringing the overall match rating to 5.55 TRPs.

Similarly, the digital 4+ rating for the Rajasthan Royals versus Royal Challengers was 6.71 TRPs and the analogue rating was 5.32 impacting the overall match numbers. (See tables for a detailed break up of ratings below)

Vodafone, Airtel, Castrol & Lifebouy Total amongst top advertisers on IPL day one TAM Sports has also given some insights in the advertising seen on the first day of the IPL Season 2.

TAM AdEx data shows that of the overall advertising share, 75 per cent was consumed by on-screen brand exposure – in other words brand exposures when match or programme was on, and 25 per cent of the airtime was used for commercials during ad breaks.

Between, both the matches, for on-screen, Amity University is the only external brand that had seen a high screen presence on day one. The leading brand with the maximum on-screen presence was DLF IPL, followed by www.iplt20.com. Amity University takes the third spot followed by Chennai Super Kinds and Mumbai Indians.

The telecom brands dominate the commercials seen in the two matches of the first day. Vodafone Cellular Phone Service was the most advertised brand in the commercial advertising share, followed by Airtel Cellular Phone Service and then the third spot also goes to Airtel Broadband Internet service.

Castrol CRB Turbo takes the fourth place followed by Lifebouy Total in the fifth spot.

Click to see table

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity