IPL 2 Ratings Dip; Big Trouble ??

For the IPL season two, washed out schedules, low-scoring matches and lukewarm viewer response are making advertisers increasingly worried and they say that if games played in the first eight days continue to elicit low television ratings, it will impact the momentum of future matches in the League. According to TAM Media Research, the match played on April 19 (Sunday) between Kings XI Punjab and Delhi Daredevils garnered a TVR of 5.08 (C&S 4+, six metros). The second match between Kolkata Knight Riders and Deccan Chargers Hyderabad ended up with a TVR of 5.34 (C&S 4+, six metros).

The first match played on Sunday (Kings XI Punjab vs Delhi Daredevils) was watched by 9.16 million viewers and the second match on the same day (Kolkata Knight Riders vs Deccan Chargers Hyderabad) commanded a viewership of 10.99 million (C&S 4+, six metros). Both the matches on Sunday recorded higher TVRs in CAS and DTH households. The first and second matches of the day saw TVRs of 6.25 and 6.46 respectively (Digital 4+, six metros). Though the TVRs for the matches were higher, the reach for both the matches were comparatively lower than C&S households. The first match was watched by 1.15 million viewers, whereas the second match was watched by 1.24 million viewers.

The match played on April 20 (Monday) between Chennai Super Kings and Royal Challengers Bangalore received a TVR of 6.02 (C&S 4+, six metros). The match was watched by 13.44 million viewers. With a TVR of 7.86 (Digital 4+, six metros), the game reached out to 1.49 million viewers. Another league match played on April 21 (Tuesday) between Kings XI Punjab and Kolkata Knight Riders failed to make an impact as the match recorded a low TVR of 3.64 (C&S 4+, six metros) and was watched by 7.94 million people. Reaching out to 1.17 million people, the Tuesday's match managed a TVR of 4.34 (Digital 4+, six metros). The second match for the same day, scheduled between Mumbai Indians and Rajasthan Royals, was abandoned due to rains.

The poor ratings puts a question mark on the plans of SET Max, the official broadcaster, which has saved about 15 per cent of its advertising inventory to sell at a 30-40 per cent premium later in the tournament. The broadcaster will have to sell the remaining spots at lower rates if TRPs don't pick up, and in any case, for matches that are being rained out, SET Max will have to compensate advertisers by airing their ads in subsequent matches. Advertisers have already pumped in an estimated Rs 350 crore on broadcaster, at rates double that of season 1, that too in a economic slowdown. The channel has sold spots to advertisers for Rs 3.75- 4 lakh per 10 seconds, almost Rs 1.5-Rs 2 lakh higher than last year's rates

Courtesy - Televisionpoint.com