Dropping television viewership but increased following on Internet and mobile phones could lead the ongoing season five of IPL to setting the future benchmark for advertisers’ interest for the highly expensive T20 league, according to media planners and marketeers.
“The ratings may be declining, but when compared with other options on TV, IPL is doing very well in terms of viewership. The problem with IPL is that it is a very costly platform,” Future Brands Managing Director and CEO, Mr Santosh Desai, told PTI.
As per industry estimates, the broadcaster — Set Max — is charging around Rs 5 lakh for a 10 second spot.
He said as far as websites and mobile apps are concerned, the base is very low. So, the growth rates in viewership are high compared to TV.
“Ratings of IPL have stabilised and this year is going to set a benchmark for IPL’s future in terms of advertisers’ interest. In the past, many companies had developed campaigns especially for the IPL, but that is not the case this time,” ZenithOptimedia Managing Partner, Mr Navin Khemka, said.
He, however, said there is a feeling that there will be resurgence in IPL ratings next year.
Comments from Set Max were not available.
Average TV viewership rating
According to TAM Sports, a unit of TAM Media Research, season five of IPL on Set Max has garnered average TV viewership rating of 3.53, much less than earlier seasons.
The first season on IPL had a rating of 4.80, followed by 4.29, 4.75, and 3.88 in the second, third and fourth editions, respectively.
In contrast, as per data by Times Internet Ltd and Nielsen, more and more people are accessing websites and mobile devices to follow their favourite teams and matches.
Even advertisers and sponsors are not too encouraged with the TV ratings.
“IPL is the best performing property on TV, but in comparison to earlier seasons, it is not as per expectations.
However, for our brand it has done well so far,” Havells India Vice-President (Marketing), Mr Vijay Narayanan, said.
Havells is one of the sponsors of the IPL. According to Mr Narayanan, the company has associated with IPL this year keeping in mind the continuity factor.
“This year we took the decision to be on board as sponsor only two days before the tournament began. We have also taken less number of secondages on Set Max compared to last year,” he said without giving details.