Stuge Posted April 11, 2012 Posted April 11, 2012 The IPL's fifth season has registered a fall in total viewership and television ratings for the opening six games in comparison to the 2011 season. This includes a decline in cumulative viewership for the first time in the IPL's five-year history. The cumulative number of people who tuned in to watch the first six games was 90.1 million, down from 101.77 million last year, according to TAM Sports, a division of Tam Media Research, a leading television ratings agency in India. "Cumulative reach" is the number of individuals who watched a channel/programme for at least one minute. The tournament had managed to increase its audience in each successive season till 2011. Television Viewer Ratings (TVR) were down 18.7% as a result, with the opening six games posting an average TVR of 3.76 compared to 4.63 last season (TVR is a time-weighted figure which accounts for time spent by viewers in addition to the number of viewers). The opening ceremony held in Chennai the day before the first game drew a rating of just 1.16, despite the presence of a number of Bollywood celebrities. The 2012 season is considered something of a litmus test for the league after ratings slumped last year. The 2011 IPL produced the lowest television ratings of any of the first four seasons, down 29% from 2010. That reversal was largely blamed on "cricket fatigue" arising out of India's victorious World Cup campaign, with the IPL starting a mere six days after the final between India and Sri Lanka. With no international cricket in India in the build-up to this season, the league was expected to bounce back, with BCCI president N Srinivasan telling the Hindu he expected the tournament "to be a sweeping success". Sridhar Ramanujam, the head of brand consulting firm Brand Comm, thinks the problem is that there are too many games in the IPL now and that the BCCI needs to find a way to shorten the tournament. "I expect viewership will be selective," he said. "If I like Sachin Tendulkar, then I might watch the Mumbai Indians. I will probably watch Rahul Dravid. There might be people watching Sourav Ganguly. "It is not as if people are going to stop watching it. There will be selective viewing. In a 50-over game, people are now watching the first 10 overs and the last 10 overs. Possibly there is a viewing pattern emerging for T20 as well." Advertisers have also adopted more of a wait-and-watch approach to the tournament this season, with three major brands - Parle, LG Electronics and Godrej - choosing not to continue their association with the league. "Advertisers are starting to look at other options," Alok Bharadwaj, senior vice-president of Canon India, told the Times of India. "Each year the rates have gone up by 15 to 20% and the returns are not directly proportionate." Canon has reportedly cut down its spending on the league by 80%. However, others, such as Vodafone, have backed the league, saying it is still the best platform to reach to reach a mass audience. Sridhar believes Multi-Screen Media, which broadcasts the tournament on its Set Max channel, will need to consider moving to a pricing system that is linked to ratings in order to sell out its advertising space. "I think the whole [iPL] business model is a bit shaky now and not as robust as it was made out to be when it first started." http://www.espncricinfo.com/indian-premier-league-2012/content/current/story/560807.html
someone Posted April 11, 2012 Posted April 11, 2012 Firstly, very interesting to see cricinfo release those stats for Sony telecast. They do not give out those stats with ESPN broadcast. Secondly, cricket overall has definitely lost some interest. We can factor that into this calculations.
RedFever Posted April 11, 2012 Posted April 11, 2012 this rating does not take into account the number of viewers seeign online.. (which has definitely increased from the last 2 seasons)
vvvslaxman Posted April 11, 2012 Posted April 11, 2012 dont think it matters guys.. frankly a pointless analysis. IPL is here to stay regardless of its quality.
jairamesh Posted April 11, 2012 Posted April 11, 2012 why is cricinfo so obsessed with these ratings. it happens every season. shudn't they worry abt test cricket ratings
someone Posted April 11, 2012 Posted April 11, 2012 this rating does not take into account the number of viewers seeign online.. (which has definitely increased from the last 2 seasons) Good point, did not think about this why is cricinfo so obsessed with these ratings. it happens every season. Because their competitors Sony has rights for IPL?
akshayxyz Posted April 11, 2012 Posted April 11, 2012 At least on ICF, match threads are crossing 1000 posts on an average....so far.
Stuge Posted April 11, 2012 Author Posted April 11, 2012 Even Bollywood has decided to launch movies this season which itself tells a lot .In the previous seasons they were bit apprehensive of doing it .
IKnowU Posted April 12, 2012 Posted April 12, 2012 Tv viwership wise, what incentive do fans of *****ty teams like deccan, punjab and rajasthan have to watch their games? When Mumbai, Chennai rule the circuit doing whatever they like, its obvious the interest goes because there is no equality in the league. Introduce draft system into the league, the fans would tune back to support their *****y in hope of the draft pics turn their fortunes around. Its a simple model and it works every time around various other leagues.
yoda Posted April 12, 2012 Posted April 12, 2012 When Mumbai, Chennai rule the circuit doing whatever they like, its obvious the interest goes because there is no equality in the league. That's why chennai lost 4 in a row last year and struggled to barely make the final 4? You think RCB didn't have the team to compete last year? How do you think they made to the finals? KKR made it to the final 4 for the first time. The league has 3 winning teams over 4 years. This league is as competitive as any league gets. There will always be poorly managed teams. The fact that RR refused to pick any Indian player other than RD is their fault and not the IPL's. I agree the auction is screwed up, but that only explains why teams are paying crazy money.
Mariyam Posted April 12, 2012 Posted April 12, 2012 this rating does not take into account the number of viewers seeign online.. (which has definitely increased from the last 2 seasons) Good point. TAM ratings, IIRC only include data from households. They have some kind of meter installed to the set top box that relays info to their systems about the kind of channel that a certain household would watch. And they do this for different types of households- varying standard of living/backgrounds/eucational levels etc to get a rough approximation of India as a whole. Then the scores are extrapolated. Some one from an advtg background please correct me, if I've gone wrong. So, even a giant screen with 100s of people watching wouldn't be counted as a apart of this survey. That rules out pubs,people watching the IPL in cinema houses and probably even those in the stadiums. 90.1 million is a huge number. ~ 7.5% of the Indian population. Mind you, this number counts the same person who watched 2 different matches twice. What were the ratings for KBC after the first 6 episodes?
NareshK Posted April 12, 2012 Posted April 12, 2012 90-100 million people is not a joke. IPL is here to stay.
Nova Posted April 12, 2012 Posted April 12, 2012 The stadiums are full.. crowd going bonkers.. thanks to enthusiasts like Mariyam. These TV ratings are dubious, just the way they are calculated. I don't understand how a few house samples are representative of the entire population.:dontknow:
rkt.india Posted April 12, 2012 Posted April 12, 2012 TAM Data: Top 5 Channels All India for Week 14: SET Max no1 with 235 GRPs, STAR Plus at 222 GRPs, Zee TV at 165 GRPs & SET at 162 GRPs
ganeshran Posted April 12, 2012 Posted April 12, 2012 The stadiums are full.. crowd going bonkers.. thanks to enthusiasts like Mariyam. These TV ratings are dubious, just the way they are calculated. I don't understand how a few house samples are representative of the entire population.:dontknow: Holybaba is paying 12.5 grand for a single ticket
saneindian Posted April 12, 2012 Posted April 12, 2012 90 millions watching 6 matches..on an average 15 million watching ever. Huge number, not as high as previous editions but still good enough. As for the part about the sponsors staying away, for two who stay away there are 4 others who will step in, looking at the number of people watching and following IPL.
kidnextdoor Posted April 12, 2012 Posted April 12, 2012 here are some of my theories.. IPL did loose a team so they probably lost a lot of viewers in Kochi BCCI would have been better of starting an expansion team in Ahmedabad or Bihar/UP area instead of it going to Pune...... as it was most people from Maharastra supported MI no use in splitting that demographic plus Bihar/UP are one of the most densly populated areas in the country Mostly low scoring games... Dominance of 2 teams has left the rest of the country not so excited
Stuge Posted April 12, 2012 Author Posted April 12, 2012 Mindblowing success of Indian team in that past year or so to has contributed in 10 million viewership loss lo
Crookbond Posted April 12, 2012 Posted April 12, 2012 Just too many games crowded in a particular time period.
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