Indian Premier League
Looking through the view finder• Viewership pattern across India   – Zone wise partitioning of markets   – Zone wise chann...
Viewership pattern across India
Partitioning of India – Viewership Zones                               Hindi Speaking Markets                           An...
Zone wise channel preferences – HSM                                                    13.08                  36.02       ...
Zone wise channel preferences– TN & Kerala                                                                                ...
Zone wise channel preferences – Kar & AP                                                    KAR                           ...
Cricket – The Mass GameSource: TAM,2007
Normal day channel Share - All India     50     40     30 %     20     17           17                                    ...
Channel Share during T- 20 Final (Ind vs. Pak)      80             70      70      60      50  %      40      30      20  ...
Profiling the Indian Cricket Fan                            Details % ge                                Gender            ...
IPL - Story So Far….
9 teams – kochi droppedIPL 2008    IPL 2009   IPL 2010 & 2011 IPL 2012
Details       IPL 2008           IPL 2009          IPL 2010         IPL 2011              IPL 2012# of Teams              ...
Audience Reached   Reached 167 Mn people (CS 4+ Al)   With Jharkhand included IPL reached 169Mn people (CS 4+ AI)   Mal...
Reach Maintained             CS 4+          CS M ABC 15+   CS F ABC 15+180                                             168...
Higher Ratings  † Average TVR maintained at 3.5 for all Matches (CS 4+ AI)  † Both CS M 15+ ABC and CS F 15+ ABC saw an in...
IPL 2012 performs better than 2011            CS 4+         CS M ABC 15+   CS F ABC 15+7    6.6                          6...
40% + higher ratings for the finals   Avgs               CS 4+              M 15+ ABC CS                 F 15+ ABC CS    I...
Audience movement  ― Any Channel viewership dropped in the IPL period over pre IPL by 5.6%,     loses largely across HSM m...
The growth continues                       Source : ADEX                       FCT for L/T of matches only                ...
Advertising dynamics   Top 10                           % FCT consumption   Advertisers  Vodafone Essar Ltd              9...
IPL HYPE - Keep it coming  ― Cricket is King and will be watched especially in its 20/20 format  ― From past leaning’s whe...
News Worthy  ― The initial matches did not record a high viewership and the initial buzz was     not in favour of IPL. Eve...
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  1. 1. Indian Premier League
  2. 2. Looking through the view finder• Viewership pattern across India – Zone wise partitioning of markets – Zone wise channel preference – Cricket • Channel Share on a normal day against a cricket day • Profiling of the Cricket Fan• IPL – Story so far
  3. 3. Viewership pattern across India
  4. 4. Partitioning of India – Viewership Zones Hindi Speaking Markets Andhra Pradesh Karnataka Tamil Nadu Kerala
  5. 5. Zone wise channel preferences – HSM 13.08 36.02 12.88 5.34 3.94 1.6 3.52 2.15 3.42 2.27 2.76 3.09 2.29 2.57 2.31 Star Plus Zee TV Sony Entertainment TV Zee Marathi 2.51 Star Cricket MAX Zee Cinema Star One DD1 Star Gold Aaj Tak Sahara One Star News ETV Marathi News Others 36% of viewership shared by 300 channels !!!! The single largest channel accounts for 13% of audiences
  6. 6. Zone wise channel preferences– TN & Kerala KER 25.85 35.03 1.23 2.78 2.88 2.93 2.98 3.47 13.37 4.61 4.86 TN Asianet Surya TV Asianet Plus Am rita TV Kiran TV Kairali DD4 Malayalam Indiavision Manoram a New s New s Others 22.36 2.49 46.91 2.56 3.58 4.78 7.24 10.07Sun TV KTV Vijay TV Kalaignar TV Jaya TV Sun Music News Others
  7. 7. Zone wise channel preferences – Kar & AP KAR 14.84 33.69 13.06 9.34 3.52 2.06 4.14 2.08 4.09 2.93 3.47 3.87 2.86ETV Kannada Udaya TV Sun TV Star Plus Gemini TV TV9 Karnataka Udaya MoviesKTV ESPN DD1 Zee Kannada News Others AP 15.23 27.07 10.66 1.27 2.25 8.81 2.51 2.66 3.26 6.88 3.75 4.46 5.71 5.45 Gem ini TV Eenadu TV Maa Telugu Teja TV Zee TV TV9 Telugu New s Zee Telugu ETV2 Telugu New s Star Plus DD1 Star Cricket ESPN New s Others
  8. 8. Cricket – The Mass GameSource: TAM,2007
  9. 9. Normal day channel Share - All India 50 40 30 % 20 17 17 16 9 10 8 8 8 5 5 4 4 0 0 Sun TV Star Plus Zee TV Gemini TV MAX Sony TV Zee Star Gold Sahara Zee Star One Star Marathi One Bangla Cricket Sun TV Star Plus Zee TV Gemini TV MAX Sony TV Zee Marathi Star Gold Sahara One Zee Bangla Star One Star Cricket On a normal day general entertainment is most viewed
  10. 10. Channel Share during T- 20 Final (Ind vs. Pak) 80 70 70 60 50 % 40 30 20 8 10 6 4 3 2 2 2 2 1 1 0 0 Star Sun TV Zee TV MAX Star Plus Sony TV Gemini TV Star One Zee Zee Sahara Star Gold Cricket Marathi Bangla One Star Cricket Sun TV Zee TV MAX Star Plus Sony TV Gemini TV Star One Zee Marathi Zee Bangla Sahara One Star Gold When India plays a major match, Cricket simply dominates all the other channels
  11. 11. Profiling the Indian Cricket Fan Details % ge Gender Male 63 •Viewership Female 37 contribution is Age Group from Males 15+ 4-14 Yrs 16 15-24 Yrs 23 •All SEC groups 25-34 Yrs 21 more or less have 35+ Yrs 40 same contribution SEC A 22 B 27 C 23 D/E 28
  12. 12. IPL - Story So Far….
  13. 13. 9 teams – kochi droppedIPL 2008 IPL 2009 IPL 2010 & 2011 IPL 2012
  14. 14. Details IPL 2008 IPL 2009 IPL 2010 IPL 2011 IPL 2012# of Teams 8 8 8 10 9Dates 18th Apr-1st Jun 18th Apr-24th May 12th Mar-25th Apr 8th Apr-28th May 4th Apr-27th May# of Matches 58 57 60 73 74# of 4pm Matches 15 22 17 24 25% of 4 pm Matches 26 39 28 33 34# of 8pm Matches 43 35 43 49 49% of 8 pm Matches 74 61 72 67 66Location India South Africa India India IndiaWinner Rajasthan Royals Deccan Chargers Chennai Super Kings Chennai Super Kings Kolkata Knight Riders
  15. 15. Audience Reached  Reached 167 Mn people (CS 4+ Al)  With Jharkhand included IPL reached 169Mn people (CS 4+ AI)  Males CS ABC 15+ down from 48 Mn last year to 47 Mn this year  Females CS ABC 15+ maintained at 40 Mn  77% people reached are from HSM markets (CS 4+)  Maharashtra with 38 Mn followed by UP with 17 Mn have the highest reach (CS 4+)  Mumbai with 16.3 Mn and Delhi with 15.7 Mn are the top 2 reached cities. Source : TAM, Reach All India C&S Homes, MAX Jharkhand not included
  16. 16. Reach Maintained CS 4+ CS M ABC 15+ CS F ABC 15+180 168 167160 148140 127120 105100 80 60 43 48 47 32 37 40 36 40 40 20 27 31 0 2008 2009 2010 2011 2012 Source : TAM, Reach All India C&S Homes, MAX Jharkhand not included
  17. 17. Higher Ratings † Average TVR maintained at 3.5 for all Matches (CS 4+ AI) † Both CS M 15+ ABC and CS F 15+ ABC saw an increase in Avg match TVR to 4.7(4.5) and 3.1(3.0) respectively † Overall at CS 4+, 4pm and 8pm match averages maintained at 2.4 and 4.0 respectively † However in both the sub TG’s averages went up † Increase in averages of Semi final’s -5.4(5.0) and finals -9.0(6.4) in CS 4+ Source : TAM, Reach All India C&S Homes, MAX Jharkhand not included
  18. 18. IPL 2012 performs better than 2011 CS 4+ CS M ABC 15+ CS F ABC 15+7 6.6 6.46 5.7 4.8 4.6 4.75 4.5 4.24 4.3 4.2 3.5 3.5 3.63 3 3.1210 2008 2009 2010 2011 2012
  19. 19. 40% + higher ratings for the finals Avgs CS 4+ M 15+ ABC CS F 15+ ABC CS IPL ‘08 ‘09 ‘10 ‘11 ‘12 ‘08 ‘09 ‘10 ‘11 ‘12 ‘08 ‘09 ‘10 ‘11 ‘12All Matches 4.8 4.2 4.6 3.5 3.5 6.6 5.7 6.4 4.5 4.7 4.3 3.6 4.2 3 3.1Avg 4pm 3.5 3.1 3.1 2.4 2.4 5.2 4.6 4.7 3.4 3.5 2.9 2.5 2.5 1.8 1.9Avg 8pm 5.2 4.9 5.2 4 4 7.1 6.6 7 5.1 5.3 4.8 4.3 4.8 3.5 3.7SFs 6.2 6.4 6.6 5 5.4 8.3 8.6 8.7 6.4 5 5.8 5.3 6.2 4.7 7Finals 9.8 9.3 10.5 6.4 9 13.4 13.2 14.7 8 11.8 9.5 7.1 9.8 5.9 7.7MI 5 4.3 5.6 4.1 3.9 7 6 7.7 5.3 5.1 4.5 3.7 5.1 3.5 3.4CSK 5.2 4.5 4.8 3.6 4 7.1 6.1 6.7 4.6 5.4 4.8 4 4.3 3.1 3.6RCB 4.2 4.4 4.4 3.7 3.4 5.8 6.1 6.1 4.9 4.7 3.8 3.7 4 3.4 3.1KKR 5.1 3.9 4.9 3.8 3.9 7.3 5.5 6.8 5.1 5.3 4.7 3.3 4.4 3.3 3.4DD 4.8 4.1 4.2 3.2 3.6 6.6 5.5 5.8 4.3 4.8 4.3 3.6 3.7 2.6 3,2DC 4.5 4.3 4.6 3.1 2.9 6.3 5.9 6.3 4.1 4 4 3.7 4.2 2.7 2.5KP 4.6 4 4.2 3.3 2.9 6.3 5.5 5.9 4.3 4.1 4.1 3.5 3.8 2.8 2.6RR 4.8 3.9 4 2.9 3 6.6 5.4 5.6 3.9 4.2 4.5 3.4 3.7 2.5 2.6PWI 3.2 3.4 4.2 4.6 2.7 2.9
  20. 20. Audience movement ― Any Channel viewership dropped in the IPL period over pre IPL by 5.6%, loses largely across HSM markets of UP, Raj and Punjab. This could be due to power fluctuations and regular power cuts faced in the north in Summers ― Even females had to give away their serials and move to IPL in HSM, but the second rung GEC’s faced a higher loss than their favourite channels ― Even in regional markets, the trend was the same, with MAX gaining across markets. ― In Maharashtra the regional GEC’s maintained share, with loss of viewership coming from the Hindi GEC’s Source : TAM, Reach All India C&S Homes, MAX Jharkhand not included
  21. 21. The growth continues Source : ADEX FCT for L/T of matches only MAX
  22. 22. Advertising dynamics Top 10 % FCT consumption Advertisers Vodafone Essar Ltd 9.0 Volkswagen Group Sales New Entrants in top Out from top spenders Ind P L 8.0 spenders list from last year Idea Cellular Ltd 7.9 Pepsi Co 7.1 Volkswagen Group Sales Cadburys India Ltd 5.4 Ind P Hyundai Motor India Tata Teleservices 5.1 Samsung India Coca Cola India Ltd 4.9 Idea Cellular Ltd Electronics Havells India Ltd 4.1 Coca Cola India Ltd Tata Motors Flipkart.com 4.1 Flipkart.com L’Oreal India Pvt V-guard Industries Ltd 3.7 V-guard Industries Ltd LG Electronics % from Top 10 59.3 ― Investments from Top 10 have increased over the last few years going up from 48% in 2011 to almost 60% like in 2009. ― IPL sold at 20% higher rate than last year. Clients were not in favour of rate hike and opted out of IPL, leading to newer players coming in. IPL went under booked but MAX refused to let down rates and filled inventory with promos.
  23. 23. IPL HYPE - Keep it coming ― Cricket is King and will be watched especially in its 20/20 format ― From past leaning’s when India is out, Cricket ratings drop but THAT is not applicable for IPL, so this format of cricket will draw audiences ― Media hype and controversies seem to only add drama to the game, the last few matches garnered high ratings(Close matches) ― The growth in net usage will lead to more audiences tapping into the game from alternate sources like computers and mobiles. ― Match made in heaven = Bollywood and cricket – IPL will continue to rock
  24. 24. News Worthy ― The initial matches did not record a high viewership and the initial buzz was not in favour of IPL. Even the Star studded opening ceremony recorded a low 1.3 rating ― Controversies hit with India TV aired a sting operation accusing players of spot fixing ― SRK was centre of attention for smoking in public and banned for 5 yrs from Wankhede for arguing with a security guard ― However , IPL 5 went on to garner higher ratings than IPL 4 ― A 56% growth was recorded in the IPL website in the 1st week of the tournament itself with 13.7 Mn views as against 8.8 Mn last year.
  25. 25. Thank You

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