afaqs!

IPL Update: 33 per cent rise in reach over Season 1 for first eight matches

By Sapna Nair , afaqs!, Mumbai | In Media Publishing | March 22, 2010
TAM ratings show that IPL Season 3 matches have far higher reach compared to the last two seasons

The first eight matches of the third season of Indian Premier League have garnered an average TVR of 5.7, according to TAM sports analysis. The opening match between Kolkata Knight Riders and Deccan Chargers recorded a TVR of 7 in the six metros. Among the all India audience, the match garnered a TVR of 5.9, while among the digital audience, the TVR garnered was 8.4.

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About 42.6 million viewers tuned into the opening day match across India, which is much higher than the last two seasons. The first and second seasons of the tournament attracted 30.5 million and 31.4 million viewers respectively (C&S 4+, all India).

The cumulative reach of eight matches is 36.7 million (C&S, six metros). The first and second seasons recorded reaches of 27.6 million and 32.5 million respectively for the first eight matches. There has been a 33 per cent increase in reach over Season 1.

The second match held on Saturday afternoon between Mumbai Indians and Rajasthan Royals recorded a TVR of 4.4 in the six metros. The all India viewership was 3.7. The second match on the same day between Kings XI Punjab and Delhi Daredevils, aired on primetime, recorded a TVR of 6 in the six metros, whereas the all India TVR was 5.4.

The most watched match, apart from the opening day one, was the match between Deccan Chargers and Chennai Super Kings held on Sunday evening, which recorded a TVR of 6.7. Another match between Kolkata Knight Riders and Chennai Super Kings, held on Tuesday evening, also managed to draw a TVR of 6.6.

Vodafone Essar has been the most visible advertiser (in terms of ad volumes) during the ad breaks in matches, followed by Samsung India Electronics and Videocon Industries, in that order. Advertisers such as Jaquar and Company, Hyundai Motors and Hero Honda Motors were the most visible advertisers on screen.

Among the top brands in terms of number of seconds advertised were Vodafone, Max New York Life Shiksha Plus, Tata Docomo, Airtel and Idea Oongli Cricket, in that order. A total number of 68 brands were advertised in the period during ad breaks alone. 30 brands made their presences felt on screen during the matches through various platforms.