Contrary to perception that TV viewership of IPL's second season (IPL-2) has been less than the inaugural season in 2008 (IPL1), SET Max got at least 2 million more viewers for the first eight matches (seven were played, one was rained out) of IPL-2 this year, compared with last year.
This analysis is based on the data provided by the online ratings agency, Audience Measurement and Analytics (aMap).
According to aMap data, 48 million viewers watched the seven matches on SET Max compared with 46 million viewers for the eight matches in IPL last year.
Also, three out of the seven matches had higher viewership ratings than the same matches of IPL1, even though the rain interruptions reduced the playing time for at least three IPL matches this year.
This is significant for the media agencies who buy on-air advertising spots based on the reach of a programme and how many viewers watch it. According to the data, advertisers have consumed around 245 minutes (about four hours) of on-air advertising time during the seven IPL matches played so far, totalling about 21 hours of playing time (advertising time was not compiled for IPL1, so comparisons are not possible).
"About 20 minutes of advertising per 60 minutes of content is good. This shows that advertisers' faith in IPL's viewership is holding, at least for now," said a senior executive working in a leading media agency in Gurgaon.
Ratings are a measure of coverage of television audience. For example, a rating of 4 for a TV show means that 4 per cent of the total TV audience (in a particular demographic profile) watched it. It is the currency by which advertisers pay. Viewership numbers indicate the sum total of all viewers who tuned in (at various points of time) during the telecast of a particular show.
The aMap data also show that six out of the seven IPL matches played so far had 18 to 20 per cent additional viewers watching the matches over IPL1. But four out of seven IPL matches played this year saw lower viewership ratings compared with IPL1, according to the data.
According to the data, the fifth IPL match between Bangalore and Chennai generated the highest rating of 4.7 per cent in cable homes among the seven IPL matches played so far and among the age group of 15 years and above, across six metros.
Although the media agencies are closely following IPL2 viewership ratings, a section of media planners are disappointed with rain curtailing the on-air playing time.
"Cricket is a high-stake game and generally advertisers tend to take a long-term view while buying on-air ad spots. It's still early days and we hope that the ratings will pick up as the tournament progresses. Rain interruptions, too, have contributed to a dip in the ratings," said Ravi Kiran, CEO-South Asia for Starcom MediaVest Group, a leading media agency.
SET Max executives are hopeful too. "We are happy with the viewers' response so far," said a top executive of SET Max requesting anonymity.
The IPL Twenty20 format cricket tournament is currently underway in South Africa, after it was shifted out India due to security reasons in March.
There are 59 scheduled IPL matches this year.
