The expectations from the third edition of the Indian Premier League were high as the tournament returned to India this year. MEC's post-IPL research infers that more than 66 per cent consumers interviewed watched more number of matches this year than last year. The reasons ranged from the tournament returning to India to better performances by teams to greater interest to celebrity coverage. Men and youth and consumers from SEC AB watched more IPL than others, the study says. The overall average TVR of the matches was 12 per cent higher than IPL2 matches - but 5 per cent lower than the inaugural season of the tournament.
The study also reveals that four of the ten most advertised brands - Tata Photon Plus, Docomo, Hyundai and Havells - failed to capitalise on recall. Among the three mobile handsets that were launched during IPL - Karbonn, Maxx and Micromax - only Maxx was recalled by respondents. Among brand and team associations, Nokia and Kolkata Knight Riders leads, followed by Aircel and Chennai Super Kings. But respondents were able to identify more associations compared to last season.
Fatigue seems like a distant enemy for the tournament: 87 per cent respondents believe that IPL will be more interesting as the seasons progress. Increased competition among teams emerged as the key reason, followed by new franchises and increase in home team loyalties. And speaking of loyalties and popularity, Sachin Tendulkar and Mumbai Indians emerged as the most popular player and team, post IPL3.
Incidentally, this season, IPL fans were offered newer avenues to watch IPL, with multiplexes and websites screening the matches live. Yet, neither saw heavy traffic. In-home viewing remained the primary source of viewing IPL matches, with as much as 91 per cent respondents watching the tournament from the comfort of their couches.