DREAM run continues for IPL

At the end of 10 matches,average viewership for World Cup stood at around 3 TVR TG: CS M 15 ABC. For the same market,at the end of 46 matches the World Cup generated 3.3 TVR ESSDD. Of these,the 39 non-India matches delivered an average of 1.8 TVR while the seven India matches averaged 12.7ESSDD. The first World Cup semi-final between New Zealand and Sri Lanka rated at 4.6 while the second semi-final between India and Pakistan rated at 22.8 and the final generated 24.9 TVR. Obviously India played huge role in generating TVR in 2011 and the last two matches,which delivered huge numbers,made a big difference to overall ratings. In comparison,the 2007 World Cup,which saw India performing disastrously and exiting at the group stage,had delivered average rating of 2.6 Set Max DD at the end of 40 matches. Says Star Indias head of marketing Anupam Vasudev,In the World Cup,real good ratings came from only the last couple of matches.

But IPL is a different property and cant be compared with any official event because it has no ICC recognition; no national teams but only city-based clubs with national and international stars and little known or virtually unknown domestic cricketers playing against each other in a league format. But if cricket is a pan-India sport,IPL seems to be developing into a pan-India brand. Take a look at the ratings. IPL,which kicked off six days after Indias triumph in the World Cup,seems to have started on a sound footing with an average of 5.16 rating for first three matches played on April 8 and 9. The second week average for 12 matches played from April 10 to 16 stands at 4.2. Out of the 12 matches,seven were prime time games which averaged 5.1 TVR and the five afternoon matches rated 3.0.

Having generated an all-India average of 4.8 TVR over the last three seasons,initial numbers for 15 matches indicate that IPL will continue to rock this year as well. Or will there be a twist in the tale as the current season is the longest in terms of matches and duration? With 10 teams in the fray,IPL 4 will have 74 matches,of which 25 games will be played in the afternoon. Will 14 extra games and more afternoon matches pull down ratings? This season the first match was sampled by 55.8 million viewers as compared to 42.6 million last year. Hence going by the initial response and ratings for 15 matches,there is hardly any doubt that IPL has gathered further momentum. The ratings this year will be as strong as the last season if not more, says N P Singh,COO,Multi Screen Media,which owns IPLs official broadcaster MAX. Expecting the momentum to continue,Saurabh Tewari,head of programming,Imagine,says,As years are passing,IPL is becoming a stronger brand. Singh admits that ratings for afternoon games are softer. But thats always the case and prime time games compensate for afternoon matches. As the euphoria continues,we expect the trend to pick up.

Major upsets and unexpected results seem to have generated extra excitement in IPL 4. Like the World Cup,which saw Netherlands give a scare to England and Ireland defeating England while New Zealand scored a sensational victory over Pakistan and South Africa lost to England,IPL 4 is equally full of surprises. The written off teams like Kochi Tuskers and King XI Punjab are doing very well,while the deeply talented Royal Challengers Bengaluru and well-balanced Delhi Daredevils are at the bottom of the table. Another important reason is that the World Cup instead of creating fatigue and denting viewers interest,has,on the contrary,fuelled added interest in IPL cricket-tainment. After Indias victory in the final,viewers want to see their favourite heroes and international stars on a different platform pitted against each other, says Singh. Zees head of programming Sukesh Motwani doesnt disagree,After the World Cup,players like Gautam Gambhir,M S Dhoni,Yuvraj Singh,Suresh Raina,Zaheer Khan and Virat Kohli have achieved iconic status and viewers want to see them more in action. Interestingly,with around 40 per cent reach for women audience,women who make loyal viewers of tear-jerking daily soaps are also lapping up IPL.

The surging interest in IPL has sent general entertainment channels on the defensive. While most channels launched new shows Navya,Guinness World Record 8211; Ab India Todega,Chhoti Si Zindagi,Surya the Super Cop,Beend Banuga Ghodi Chadoonga and Looteri Dulhan during the World Cup,most channels are refraining from launching new shows during the IPL season. As Saurabh admits,Its not a good move to launch new shows. Colors is the only exception which has launched Sasural Simar Ka this week,while Star Plus will launch Aap Ki Kachehri on April 30. Though most channel heads are downplaying IPLs impact on GECs saying certain crucial matches will affect certain shows,they,however,are working on new tracks to retain viewers interest. Incidentally,the top three channels have collectively lost 70 GRPs in second IPL week Week 16,April 10 to 16. The impact on GECs may not be significant as viewer migration also comes from news,movie,youth and regional channels,but the fact remains that IPL impacts multiple genres. This year,according to a senior channel ad sales professional,IPL fever has also penetrated new smaller markets.

A potent combination of cricket and entertainment,IPLs biggest competitor are the GECs. But despite GECs sticky viewing pattern,IPL stands taller over most entertainment shows and channels. Take a look at average prime time ratings of top three GECs between 8 and 11 pm. While in week 16,six shows between 8 and 11 pm on Star Plus,Colors and Zee generated around 2.7 to 2.9 TVR averages,the average for IPL prime time matches is 5-plus. Even the average for day matches between 4 and 7 pm is miles ahead of GECs average afternoon ratings 3 TVR against GECs 1 or less than 1 TVR. It can be argued that IPLs ratings come at a huge cost per TRP point,but the fact remains that they deliver in handsome measure.

However,most channel heads are reluctant to admit that not only IPL is a big competition but it also scores over GECs. As Anupam says,Cricket is part of our lives. The biggest entertainment consumptions in India are films,television and cricket. While for most part of the year you have three or four competitors,IPL is one more which just comes and goes. You just have to live with it.