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HindustanTimes Wed,16 Apr 2014

Getting better: IPL3 takes off with record viewership

Anita Sharan, Hindustan Times  New Delhi, March 15, 2010
First Published: 23:34 IST(15/3/2010) | Last Updated: 23:36 IST(15/3/2010)

The Indian Premier League lived up to its hype as a television blockbuster last Friday as the opening match of its third season saw a record viewership beating the 2009 record.

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Media measurement agency TAM’s(Television Audience Measurement) data said TV viewers across India’s six main metros tuned into SET MAX channel to catch Kolkata Knight Riders play Deccan Chargers.

Both cable and satellite as well as digital (DTH) audiences saw spurts over the second season’s viewership.

The television viewership rating (TVRs) in the cable and satellite viewership segment recorded a seven per cent of total C&S viewership on that day, which was higher than IPL2’s 5.6 per cent. Similarly, digital television’s audience increased to 8.6 per cent from IPL2’s 7.2 per cent.

TVRs represent the percentage of viewers switched on in the defined segment watching a particular programme in a given time slot.

The reach – number of people who watched a programme for more than one minute – for IPL3’s opening match was the highest of its three seasons among the C&S viewers, recording a 17.6 million reach, as against IPL2’s 12.3 million and IPL1’s 12.5 million. Even digital reach was higher at 2.3 million against IPL2’s 1.7 million.

The other television audience measurement agency, aMap, which sent in TVR readings for the C&S, 15-years-plus viewership on the IPL opening match across the six metros, recorded a similar spike in viewership. The ratings showed a 22 per cent jump from 3.5 per cent last year to 4.3 per cent this year. The net reach was 14 per cent as compared to 12.6 per cent in season 2 and 11.9 per cent in season 1.

IPL 3 also saw the highest advertising volumes, according to TAM AdEx. Based on readings only during the cricket match, measuring pure advertising in seconds and leaving out match promotions, the ranking based on advertising volume was 45 minutes for IPL3’s opening match, against IPL2’s 41 minutes and IPL1’s 41 minutes.

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