In the first six weeks, the average all-India TVR slipped to 2.9 - down 14% from that in the previous season
The recent spot-fixing scandal and the beating the Indian Premier League (IPL) brand is taking because of it are not the only worries for the sporting extravaganza. Its all-India TV ratings (TVR), too, are falling, as the enthusiasm among television viewers during the first few matches seems to be fizzling out.
In the first six weeks (59 matches), the average all-India TVR slipped to 2.9 — down 14 per cent from that in the previous season. In the Hindi-speaking markets (HSM), it was down 15 per cent to 3.
However, advertisers are not unhappy yet, despite controversies, corruption charges and drop in ratings. They say they still see value in the tournament.
So, is IPL losing sheen? Sector pundits don’t think so. Shailesh Kapoor, Ormax Media CEO, says IPL-6 has generated more interest than last year. “It is difficult to compare viewership, as the universe for TV ratings changes every year. But in terms of viewer interest, this season has been received well,” he adds.
This year, TAM Media Research, the TV viewership monitoring agency, added LC1 towns (with less than a million people) in the mapping universe, which constitutes 25 per cent of the total. “LC1 towns have their specific problems, including electricity cut-off for many hours a day. The Uttar Pradesh LC1 market itself is 7.5 per cent of the HSM universe, and the state is seriously power-deficient. This has affected the level of overall TV viewership,” a media research executive explains.
Chandila's lawyer alleges management knew about betting