IPL-III euphoria: SET Max drives 48% more in viewer ship

IPL-III euphoria: SET Max drives 48% more in viewer ship


Ashish Sinha
Thursday, Apr 29, 2010 at 2316 hrs IST

New Delhi: Giving advertisers a tremendous return on investments,
the Indian Premier League (IPL) as a television property on
SET Max channel recorded a phenomenon 48% jump in reach for
IPL-III semi-final matches compared to the same in its
inaugural edition played in 2008.
When compared year-on-year basis, IPL-3 semi-finals witnessed a
25% jump in the average reach over IPL-II with 46 million viewers
tuning in, 9 million more viewers than the previous IPL edition
played in South Africa. Also, nearly one-third of the overall reach
of IPL-III came from the two semi-final matches this year, in line
with the trend emerged in the previous two IPL editions, the
TAM data showed.
According to the latest rating numbers provided by TAM Media,
overall, IPL-III reached a cumulative of 142 million cable homes
in the country (in the 59 matches played) thereby recording a 40%
jump over the first edition which reached 102 million cable homes.
However, the average tournament ratings for IPL-III stood at 4.5 TVR,
lower than those for IPL-I (4.7 TVR) but higher than IPL-2 (4.1 TVR),
the TAM data said.
“A 40% growth in the reach numbers for IPL-III was anticipated and
that is the reason why advertisers were spending around Rs 15 crore
per IPL match this year, up from an average of Rs 12 crore for
IPL-II,” said a senior media planner involved in the buying of
IPL airtime for its clients.
SET Max is reported to have generated around Rs 750-800 crore in
advertising revenue from IPL-3, around 30-35% more than the
previous
IPL edition, sources said. Most on-air sponsors on SET Max
emerged as the top advertisers in IPL-3, same as the previous
two IPL’s, the TAM data showed.
Telecom emerged as the top advertising category on IPL led by
Vodafone, Bharti Airtel and Tata Teleservices. On-air sponsors
Hyundai and Samsung too figured in the list of top-5 advertisers
on IPL-III.
The recently concluded IPL saw MS Dhoni-led Chennai Super Kings
emerge as the winners beating the top team Mumbai Indians in
Mumbai last Sunday.





No love lost for the IPL game
By ASHWIN PINTO
(28 April 2010 10:10 pm)

MUMBAI: With every passing year, the cash-rich-controvery smitten
Indian Premier League seems to be hitting just the right cord with
the audiences.
The two semi-final matches of the third edition of the Indian
Premier League (IPL) have scored higher ratings than the last
two versions, fetching an average TVR of 6.5.
In the second IPL edition, played away from home in South Africa,
the two semi-finals got an average TVR of 6.3, compared to the
inaugural version's ratings of 6.2.

The match between Mumbai Indians and Royal Challengers Bangalore
managed a TVR of 7.4 on 21 April while the rivalry beween Chenai
Super Kings and Deccan Chargers a day after earned a TVR of 5.8.
48 million viewers tuned in for the first semi-final and 44 million
watched the second contest.
However the third place playoff match between the Deccan Chargers
and Royal Challengers Bangalore on 24 April only got a rating of 3.
The 59 matches this year got an average TVR of 4.5, lower than the
inaugural season's ratings of 4.7, but higher than the 4.1 TVR for the second edition last year.
IPL 3.0 managed a cummulative reach of 142 million, compared with
102 million in the first season and 122 million last year.

Also, on the advertising front, 135 brands advertised this year
compared to 231 brands in 2008 and 178 brands last year.
Vodafone Essar has remained the top advertiser for three years
in a row. This year the other top advertisers were Samsung India
Electronics, Tata Teleservices, Hyundai Motor India and Bharti
Airtel.
Last year the top advertisers were Vodafone Essar, Bharti Airtel Ltd
Hyundai Motor India, LG and Samsung. In the first year, the top
advertisers were Vodafone Essar, Hyundai Motor India, Coca Cola,
Max New York Life Insurance and Havells India.
There were 44 brands who advertised on-screen this year compared
to 116 in 2008 and 121 in 2009. The top advertisers this year
were Ritnand Balved Education Foundation, Jaquar and Hyundai.
The top brands were Amity University, Jaquar, Hero Honda Cbz Extreme,
Vodafone and Artize.