Despite too much of cricket and viewers’ interest peaking after India’s triumph in the World Cup, IPL 4 has started on a sound footing and the momentum is likely to continue.
Even before the three-month long cricket season began on February 19 with two big events — ICC World Cup and Indian Premier League — taking place in quick succession this year, industry analysts were of the view that IPL 4 would garner more viewership and rake in more revenue. However, with Indian team’s dream run resulting in a thumping victory in the World Cup final, some experts believed that cricket fans have had enough and viewers’ interest in IPL would not be as strong as the previous three seasons. But they were wrong.
At the end of 10 matches, average viewership for World Cup stood at around 3 TVR (TG: CS M 15+ ABC). For the same market, at the end of 46 matches the World Cup generated 3.3 TVR (ESS+DD). Of these, the 39 non-India matches delivered an average of 1.8 TVR while the seven India matches averaged 12.7(ESS+DD). The first World Cup semi-final between New Zealand and Sri Lanka rated at 4.6 while the second semi-final between India and Pakistan rated at 22.8 and the final generated 24.9 TVR. Obviously India played huge role in generating TVR in 2011 and the last two matches, which delivered huge numbers, made a big difference to overall ratings. In comparison, the 2007 World Cup, which saw India performing disastrously and exiting at the group stage, had delivered average rating of 2.6 (Set Max + DD) at the end of 40 matches. Says Star India’s head of marketing Anupam Vasudev, “In the World Cup, real good ratings came from only the last couple of matches.”
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