New Delhi, Apr 26: The cash-rich domestic league into its fifth year, Television ratings have dipped as the fifth edition of Indian Premier League has not lived upto the expectations as it wears a gloomy look after just 34 matches.
Since its inception, the fifth edition has recorded an all-time low as the average TV Ratings have slipped to 3.53 after 27 matches, when compared to 3.88 last year after 26 matches.
The first six matches of IPL 5 ratings have gone down by 12 per cent compared to season 4 ratings. If we consider the first 27 matches of IPL 5 and 26 matches of IPL 4, there is a difference of 9% in the average ratings.
According to the indiantelevision.com report, the average viewership for the first seven matches in IPL 5 was 3.76 while it reduced to 3.65 after 16 matches. Now, after 27 matches it has reached an all-time low in the history of IPL after 25-27 matches. Whiel the cumulative reach has also taken a beating as it has slipped from 140 million last year to 137 million in IPL 5.
Though this dip in TVR has made Multi Screen Media to protect its ad revenue, it still remains as a profitable property for them.
"Media may file whatever they want to, but if you look at the top 10 programmes you will get your answer," IPL CEO Sundar Raman told indiantelevision.com.
But the marketing head of GMR Sports looks into the issue in a different perspective as he says IPL has considerably done well this season as the attendance also remains to be good.
"I think the IPL is maturing as a league and there will be times when the ratings will plateau a bit or will increase but overall the IPL has done well this season and attendance for matches has been good. The expectation from the IPL is high but one should understand that the ratings are strong enough," Dua told indiantelevision.com.
While South Asia COO Shubha George says, IPL ratings have been good and has lived upto its expectations as they had predicted a viewership of 3.5 TVR across the country.
"We had predicted a drop in viewership, but if you look at the ratings they are still better. After all, which property will give you a viewership of 3.5 TVR and a pan-India reach," she said.
Here is the list of IPL Viewership from 2008-2012
|Edition||Matches||Avg TVR %||Cumulative Reach|
|IPL 1 (2008)||27||4.80||89504|
|IPL 2 (2009)||25||4.29||106421|
|IPL 3 (2010)||27||4.75||143230|
|IPL 4 (2011)||26||3.88||140272|
|IPL 5 (2012)||27||3.53||137174|
With the tournament spread over 54 days, TV Ratings might increase during the play-offs as there are plenty of matches played in the league stage. But IPL 5, considered to be the best domestic T20 league in the world, TV ratings suggest that the tournament is losing its shine and fame amongst viewers.