Monday, March 8, 2010

IPL3 to see 14% rise in viewership: MEC study

The Indian Premier League (IPL) is expected to see a 14 per cent rise in viewership over the previous year, reveals the latest mediaedge:cia (MEC) predictions. The study, powered by WPP-company Meritus Analytics India, also states that this year the average TVR for the tourney is expected to be 5.2 (C&S, 15+, SEC ABC). MEC conducted the study across 10 cities, with a sample size of 903 individuals. The third season will, however, see a 4 per cent viewership fall over the inaugural IPL matches. Earlier, the agency had estimated that the second season of the game would witness a 7 per cent dip in viewership compared to the first.

Meanwhile, the factors on which the latest MEC study is based are as fatigue (since this is the third season of the game), India being the venue, team popularity, player popularity and scheduling of matches. Of the total respondents, while almost 60 per cent said that they loved the T20 format, 54 wanted to watch more matches than the last season. However, about 27 per cent said there would be no change in their viewing habits. Approximately 15 per cent of the total interviewed was still in favour of the ODI format. Additionally, contrasting last season, this year matches will be held during weekends which, the report predicts, will lead to a 5-15 per cent dip in GECs' share.

Content - Indiantelevision

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