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Nailbiting battles, thrilling finishes and a cracker of a final between two of the hottest teams in the league. On the cricket front, the fifth edition of IPL delivered the goods.
On the business front, however, the verdict appears to be a draw.
As the curtains came down on cricket's big bucks tourney, the question being asked is:Will IPL manage to shore up its brand value? (There have been reports that the brand valuation has taken a beating and is now at $2.92 billion from the 2011 level of $3.67 billion.)
Soon after the pulsating final match between Kolkata Knight Riders and Chennai Super Kings, when Business Line spoke to media planners, brand strategists and sponsors, the reaction on IPL's gains and losses was mixed.
Mr Shailendra Singh, Joint Managing Director, Percept Ltd, said, “IPL had a dream ending this season. But having said that I still believe it stands on shaky leadership, lacks governance and will need innovation going into the future.”
On the other hand, Mr Sam Balsara, Chairman and Managing Director, Madison World, said: “IPL has become one of the biggest brands in the country. Despite the controversies that put it on the front page of newspapers, a brand like IPL gains.”
Ms Anita Kotwani, Principal Partner (Client Leadership), Mindshare, felt that the excitement of Kolkata Knight Riders winning the coveted trophy for the first time would sweep away all the controversies and negativity around the event.
“IPL's controversies will get lost amidst all the excitement of the first ever win by KKR,” she said.
TV eyeballs stagnant
IPL 5 drew big crowds into the stadia. But television was another story.
According to TAM Sports data, average viewership TV rating for 68 matches of the tournament was lower at 3.27 compared to 3.39 for 69 matches the previous season.
However, media planners felt that the exciting final would shore up the overall ratings.
According to Mr Navin Khemka, Managing Partner, Zenith Optimedia, “The ratings for the final match should be similar to IPL 4 if not higher by 15-20 per cent.”
Television ratings had dropped by nearly 18 per cent in the first ten matches of IPL 5. But after the 70{+t}{+h} match the ratings were on par with the previous season.
Significantly, KKR's showing has led to Kolkata audiences being the largest viewers of the tournament.
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