IPL8 is more than 40% more popular than IPL7: TAM data

17 Apr,2015

 

By Our Research Editor

 

Here’s a confession: this makes news for more reasons than one. First, it’s info about the ongoing eighth edition of the Indian Premier League and how it’s doing in viewership. And, second, it’s data released by TAM.

 

The status that we have given this news is thanks to the second. Remember, effective April 1, many leading stakeholders of the broadcast sector have unsubscribed from TAM’s TV viewership measurement service. This basically means that while some key television networks like Star, Zee, Network18 and MSM (Sony) have pulled out as also leading media agencies such as GroupM, IPG Mediabrands etc, TAM can continue its business.

 

Some channels though are continuing to subscribe to TAM data, and TAM says it will continue to be in business.

 

Note:  prominent among the unsubscribers of TAM data is GroupM, the media services conglomerate that is owned by WPP which in turn owns Kantar Media, the co-owner of TAM. In fact when we asked two GroupM honchos for their comments on the data via their PR agency, we were told GroupM will not comment on viewership data of TAM or BARC until April 30. (Aside: Is April 29 the date when BARC is launching its viewership data?)

 

So if TAM is releasing the IPL viewership data, don’t be too surprised if it also releases its weekly channel data soon. And if continues to do so even after April 30 or from whenever BARC is gonna to release its viewership data, don’t be surprised if TAM continues to coexist and confuse things. Sigh.

 

Remember our story on BARC buying over TAM which we later heard could also be in the form of TAM supplying all its data to BARC and adding it to its own.  We hear the talks happened since the story broke, but it’ll happen is what we understand (folks at Adgully who also ‘scooped’ the story, please note).

 

So here is an interpretation on the IPL published along side this bit:

:: 5 matches of IPL 8 were sampled by 105 million unique viewers
:: Time Spent by Viewers per match was 51 Minutes and 44 Seconds; which is 22% more compared to IPL 7
:: Avg. TVTs showed a growth of 43% for IPL 8 compared to IPL 7
:: 5 matches of IPL 8 garnered 4.5% Avg.TVR which was 42% more compared to its previous edition
:: 39% of the All India Universe tuned to watch IPL 8 matches

 

All of this should obviously ring the right bells at the offices of Multi Screen Media, the owners of Sony Max and Sony Six (and Kix). The question is will they be able to quote these numbers officially to advertisers? Wink, wink.

 

 

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