The Hindu Business Line : Regional loyalty boosts IPL ratings

TRP scorecard
Advertisers looking to be part of the merchandise and activation plans of franchises
The TRP was 7.83 in Rajasthan during 1st semis
It was 10.55 in Chennai during 2nd semis
During the finals the TRP was 13 in Chennai

Meera Mohanty

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New Delhi, June 12 The DLF IPL eclipsed everything else on Indian television while it lasted ending with audience ratings of 9.8 TRP, according to Television Audience Measurement. Initial consumer responses being collected by media agency MindShare indicate audiences are having withdrawal symptoms; they already miss the high-action prime-time cricket.

“The finals were spectacular. The IPL has been game changer for cricket,” says Mr Kunal Dasgupta, CEO, of Multi Screen Media Pvt Ltd (formerly SET), which made a billion dollar-plus successful bid for the 10-year broadcast rights along with the World Sports Group.

Regional loyalty is marked in television audience ratings and clients or advertisers are already looking to be part of the merchandise and activation plans of franchises.

“The regionalisation is the first sign of local loyalties building up. IPL is a premium property and attracts brands which want to truly connect with a strong consumer passion,” says Mr Sundar Raman, CEO, IPL. During the first semi-finals between Rajasthan Royals and the Delhi Daredevils, the TRP stood at 7.83 in Rajasthan compared with 4.74 for the next day’s semi played out between the Punjab and Chennai teams. Chennaites who had Kollywood stars cheer leading their team took ratings to 10.55 on that day. The finals, which they lost, scored 13 TRP in the city which is covered by Conditional Access System.

“No one ever thought they would see the day when Kolkatans would applaud Shoaib Akhtar for a delivery that gets Sehwag out,” says Mr Gowthaman Ragothman, MD, MindShare. “I’d say the IPL took cricket beyond nationalistic fervour. Appreciation of that kind, for the game itself, will help franchise building which has tremendous potential,” he adds.

Mumbai seemed to consistently outperforming the all India average. For the finals, TRP was 14.9 for Mumbai. Bangaloreans’ interests seemed to have slid in sync with their teams performance. Audience ratings of 7.6 TRP was the lowest for the finals amongst the six metros and Rajasthan which were covered by TAM.