Published>Tue, Mar 16 10 03:23 AM
Riding on the fast-paced growth of direct-to-home (DTH) services and digital cable, especially in the metros, has helped the third-edition of the Indian Premier League (IPL III) reach 20-million homes, 43% higher than IPL-2 season held in South Africa. Also, the average viewership ratings of the first IPL-III match saw a 25% jump in the six-metros compared to the IPL-II, says the viewership data released by TAM Media, the leading TV measurement agency. TAM has released the rating numbers for the six metros and not for the entire country.
Based on the numbers, the opening match between Kolkata Knight Riders (KKR) and Deccan Chargers (DC) on Day 1 (March 12) generated an average ratings of 7 across the six-metros and in the cable homes (C&S 4+ years). The same match generated a ratings of 8.6 on the digital television homes (DTH and digital cable) also in the six metros confirming the deep penetration of digital television homes in the metros.
The ratings, according to leading media agencies, are in line with the expectations. Says Shashi Sinha, CEO, Lodestar Universal: "The ratings are great, in fact in line with expectations. We must also consider that it is not an all-India rating. It is just the six metros that have been taken into account. But surely IPL has grown from its first year".
Agrees Sandeep Lakhina, COO, Starcom, South Asia: The viewership (of IPL-3) has increased with the television base increasing in these three years. Therefore IPL has definitely bagged good numbers." Lakhina expects SET Max, the host broadcaster of IPL to sell the remaining on-air advertising time for the finals and semi-finals to go at a premium of Rs 7-10 lakh per 10-second spots.
"Most of our inventory is sold. Previously, we had sold it at Rs 5 lakh per 10-seconds. Then some of it that was left has been sold at Rs 6 lakh per 10-seconds. We are yet to sell some amount of inventory for semi-finals and finals," said Rohit Gupta, president (network sales, licensing and telephony), Sony Entertainment Television.
Vodafone, Samsung and Tata Teleservices emerged as the top advertisers during the opening match between DC and KKR. Other brands that were advertised included the Zoozoo of Vodafone, Samsung's Dual Sim Active Phones and Tata Docomo. Again, if we compare to last year the list had different names. Last season's top advertisers on the opening day were Bharti Airtel, Vodafone Essar and Heinz, while the first season's top spenders for the same day included Vodafone, Hyundai and Coca Cola.
Source: Web Search
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