Has IPL 2 delivered for advertisers?

The IPL is undeniably one of the largest cricketing events in the world, the kumbh mela of cricket. Its debut in 2008 was watched by over 85 million people in India, with a viewership of 22 million for the finals. In comparison, other cricket tournaments draw an average of 30-60 million viewers. Will IPL 2009 close with the same numbers?

Though the final jury is yet to be out, with average ratings slightly lower this year, the event has already captured a reach of 82 million in its first 20 days (Aprill 18-May 7).  Twenty-one million people are watching IPL everyday. Since January 2009, around 16 million Indians tune in to watch sports every week. This number went up to 28 million for a cricket series and now 85 million people are watching IPL per week.

The out-of-home viewership estimates for IPL 2009 are interesting, too. Lintas Media Group, in conjunction with its out-of-home media company Aaren Initiative, is conducting a daily survey across 15 cities to assess the number of people who watch IPL on screens outside their homes — in offices, at malls, multiplexes, airports and restaurants.

Lintas interviewed 3,171 people in the first 20 playing days. The survey showed 26% of people watched the game outside their homes and the office is the most likely location, followed by restaurants. Though more men report out-of-home TV viewing than women, the OOH locations are similar for both the genders.

With office viewing dominating this segment, 34% in the 20+ age groups report out-of-home viewing. OOH viewership in the age group of 12-20 years is 19%.  Overall, despite or perhaps because the IPL is being played in South Africa, there is an enormous buzz around the event, and out-of-home locations are more active this year. So, the thought provoker: Has IPL 2009 delivered value-for-money to television advertisers?

The answer is mixed. The IPL in 2008 had reached 71 million viewers in its first 20 days, but IPL 2009 scores 15% more with 82 million viewers. Also, the average reach of a match has increased from 11% to 11.9%. However, the time spent scores (a measure of stickiness and interest) have dropped by 8.5%, resulting in a fall in television ratings (TVR) for the 8 pm matches on both weekdays and weekends and a slight rise in TVRs for the 4 pm matches on weekends.

The data also shows no real difference between two IPLs in terms of city-wise viewership, though there was a definite upswing in viewership in a city when its home team was playing. This indicates that in its second year, IPL has started developing home-team loyalties similar to the sentiments prevalent in the US and the UK during tournament formats for basketball and football.

Lintas Media Group allotted a city-wise passion score for measuring home-team loyalties. With an 85% increase in viewership when the Royal Challengers were playing, Bangalore fetched the highest passion score. Chennai came next with a 68% rise in viewership, followed by Mumbai at 49%, Delhi at 35% and Kolkata at 34%.

Hyderabad and Punjab, with a rise in viewership of 11% and 9%, respectively, got the lowest passion scores.
Source: Lintas Media Group’s planning sciences collaborative, aMap and primary research. TG: C&S, 15+ All India.