Loyalty factor is the key to consistency in season 5 IPL viewership

17 May,2012

By A Correspondent


Although the Indian Premier League season 5 (IPL5) delivered the lowest television ratings as compared to the previous seasons, the weekly data released by TAM sports has shown some consistency in its overall IPL 5 viewership.


According to the latest numbers released by TAM Sports for the first 57 matches (CS 4+ All India), IPL 5 recorded a TVR of 3.33 per cent, which is slightly lower than the first 58 matches of season four which received a TVR of 3.44 per cent.


The inaugural IPL season (IPL1) however continues to remain the most watched tournament till date with a TVR of 4.81 per cent for the first 58 matches whereas IPL3 which celebrated the home coming season witnessed the second highest viewership for the first 59 matches with a TVR of 4.65 per cent while IPL season two which was played in South Africa received a TVR of 4.17 per cent for the first 57 matches.


What has shown improvement is the cumulative reach for these 57 matches in IPL 5 that stands at 155 million. This is nearly the same for IPL 4 where the reach was 157 million and far better than IPL 3, 2, and 1 where the reach measured was 143 million, 122 million and 102 million respectively.


It may be recalled that for the first 48 matches, IPL 5 delivered a TVR of 3.40 per cent whereas for the first 36 matches IPL 5 delivered a TVR of 3.41 per cent, for the first 27 matches, it delivered a TVR of 3.53 per cent and the first 16 matches, a TVR of 3.65 per cent.


Mr Ajay Rao, Vice President, Dentsu noted: “There has been consistency in the ratings, which is good and this consistency, I believe, is because of the loyal viewers who watch IPL matches, come what may and also those audience who continuously surf channels but, return to the game to check the scores. However, as we head towards the semi finals and the finals, we will see an increase in the ratings.”


Source : TAM Sports, Period : First 59 matches of all IPL Seasons, TG : CS 4+ yrs, Market : All India, Channel : MAX


* In IPL 1 one match (47th) was abandoned due to rain
* In IPL 2 two matches (7th & 13th)were abandoned due to rain
* In IPL 4 one match (20th) was abandoned due to rain
* In IPL 5 two matches (32th & 34th) were abandoned due to rain


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