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

20-April-2009
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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

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