Mumbai, Apr 12 IBNS | 3 years ago

MEC, a leading media buying and planning agency and a founding partner of GroupM, has released the first Indian Premier League (IPL) TV rating update.

After the first five games, average TV rating for IPL is 4.3 (CS 15+ABC). This is 8pc lower than the MEC- Meritus estimate for the same stage.

However, on a like-to-like basis (excluding new TAM markets not covered last year), the average rating is 4.6 - just 2pc lower than the MEC estimate. IPL5 rating at the same stage (first five games) was 4.4.

For the male audience, (CS M 15+ ABC), IPL6 ratings are similar to IPL5 - 5.3.

While last year's ratings were for MAX alone, this year's viewership includes MAX and SIX.

The cumulative, unduplicated reach for the first five games is 100 million, up from 90 million last year. Average reach per game is up 13pc - from 34.7 last year to 39.3.

Said T Gangadhar, Managing Director, MEC India, "Higher reach and flattish ratings suggest that more viewers are spending less time watching IPL games."

"Despite close finishes, low-scoring games are not helping IPL's cause. In four out of the five games for which TV ratings are available, teams have failed to reach a score of 160."

(Posted on 12-04-2013)