Vodafone shelled out Rs.
20 lakh for being the presenting sponsor of the Indian Premier League. Airtel had to dish out Rs.
50 lakh for the same distinction on Star Plus’s Kya Aap Paanchvi Pass Se Tez Hain
? (KAPPSTH). Based on the TAM viewership ratings of KAPPSTH in its second week and the IPL ratings after 22 matches, Publicis group company and media buying agency India Media Exchange (IMX) concludes that the reality show on Star Plus may be overrated.
While advertisers had to pay Rs. 3 lakh for a 10-second spot on IPL, they paid Rs. 4 lakh for a 10-second spot on KAPPSTH, which may be a little high considering the performance of the latter. On the other hand, according to Shyam Shankar, president, IMX, "Advertisers on IPL are extremely happy. The viewership has outperformed expectations."
The initial expectation was that IPL would see higher viewership during the weekends and lower viewings during the weekday matches. Viewership has remained high throughout. "Today, everyone’s watching every match," says Shankar.
Also significantly, women viewers of IPL who constituted a surprising 35 per cent at the beginning of the series, began to cool off by around the twelfth match, going back to their usual fare, largely family and relationship soaps. But male viewership has gone up sharply from the twelfth match onwards.
Subhash Kamath, CEO, Bates 141 India, says that IPL, despite the initial skepticism, "has created a World Cup feeling without creating the nationalistic pride. The series has given Indian audiences a more digestible form of the game."
IPL has drawn away audiences from other channels, from across genres, the major losers being sports channels and regional general entertainment channels (GECs) that have together lost 71 per cent viewership to IPL. Other genres to lose are regional movies and Hindi news channels (seven per cent each) and religious and cable channels (12 per cent).
Overall however, Hindi GECs have lost just 0.5 per cent of their audiences. Hindi movie channels have held on to their audiences, with Zee Cinema even gaining viewership. In comparison, KAPPSTH has gained no audience for Star Plus so far.