IPL 2012: Decline in televsion viewership and ratings

Last year recorded the lowest television ratings of the first four seasons of the IPL, down by 29% from 2010 AFP

Mumbai: Apr 13, 2012

The fifth edition of the Indian Premier League (IPL) has recorded a dip in the viewership and television ratings for the opening matches of the tournament as compared those of last year.

The Television Viewer Ratings (TVR) were down 18.79% in the first six games, posting an average TVR of 3.76 as compared to 4.63 last season, according to Tam Media Research.

This also includes a decline in total viewership for the first time in the IPL’s five-year history.

Last year recorded the lowest television ratings of the first four seasons of the IPL, down by 29% from 2010.

And even this year’s ratings does not seem to portray a very bright picture so far.

According to Sridhar Ramanujam, the head of brand consulting firm Brand Comm, the problem lies in too many games being played. A total of 76 matches would be played among nine teams, playing each other on a home and away basis before a four-game play-off.

“I think the whole [IPL] business model is a bit shaky now and not as robust as it was made out to be when it first started,” Ramanujam was quoted as saying by espncricinfo.

The advertisers have also adopted a wait-and-watch approach to the tournament this season, with three leading brands — Parle, LG Electronics and Godrej — opting out of the league this season.

However, IPL chief Rajiv Shukla refused to admit that there have been a fall in the ratings.

“All three formats of cricket are important for the BCCI [Indian Cricket Board] and there has been no dip in the TRP ratings for the IPL,” he said. (PTI)