If IPL1 was all about testing a new format whether it will work or not, then IPL2 is about testing the same format in a foreign soil where there will be no local support for the teams.
We have just received the viewership data from AC Nielsen’s TAM for the first 8 days of IPL2 i.e. 11 matches. While we are not going to compare the viewership trends of IPL2 vs. IPL1 as TAM has expanded its panel size in the meantime, but definitely highlight the over all findings with you of IPL2.
The Salient points are:
- The opening match between Chennai vs. Mumbai opened with a rating of 5.1 at all India level
- The 6 metro ratings are marginally higher than all India
- Mumbai and Chennai markets are showing highest ratings amongst all 6 metros
- Decline in time spent on viewing of regular General Entertainment Channels(GEC)
Snapshot of Ratings by Markets
*HSM= Hindi Speaking Markets
Kolkata has shown highest rating for the match played between Jaipur vs. Kolkata on 23rd April, 2009. Incidentally, it was a tied match which went to Super Over. Also Mumbai and Hyderabad are the two cities where ratings are high for almost all the matches.
Dip in Viewing of Regular Channels during Prime Time
The regular GEC channels have suffered a blow to the tune of 7-20%.
Even the News Genres have Dipped in Rating during Prime Time despite the Election Wave
News Genre Ratings
Market = Hindi Speaking Market (HSM)
Two Mobile Service Providers among Top 10 Advertisers
The ratings may not be comparable to last year’s IPL, the initial ratings definitely encouraging. Even the response from the advertisers is also satisfactory.