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When compared to the average viewership score of the first 49 matches of IPL Season 1, 2 and 3, the fourth edition of the game stands to perform at a much lower grade.
Unlike the previous seasons, the fourth season of the Indian Premier League (IPL) seems to be losing its charm amongst the television audience of this cricket-crazy nation.
According to the latest data from TAM sports (C&S 4+, 6 metros), the first 49 matches of the fourth edition of the tourney has scored an average TVR of 3.94. This is much below what the cash-rich event had averaged during the third season (5.29 TVR).
It is pertinent to note here that during IPL1, IPL2 and IPL4, one match each was abandoned due to rain.
Meanwhile, during its fifth week telecast on SET Max, IPL4 showcased 12 matches, of which seven were held during primetime, while five were during non-primetime slots. The matches together scored an average of 3.57 TVR.
Amongst them, it was the match between the Mumbai Indians and the Pune Warriors, held on May 4, which drew the maximum viewership with a TVR of 5.39.
Media experts state that since the fourth season of the IPL comprises higher number of matches when compared to the past seasons, many of the matches are being held during the non-primetime hours. This has had a negative impact on the viewership, too.
Navin Khemka, senior vice-president, ZenithOptimedia, says, "Also, the bottom teams have not been performing, and audiences are therefore not interested in watching them play. However, the interest to watch a few selective teams play is very high. Take for instance Kolkata Knight Riders and Mumbai Indians -- the viewership for these games is very high."