IPL Grabs 5% More Eyeballs on TV Despite Controversies
Broadcaster MSM expects revenues of around 800 crore this year
RAVI TEJA SHARMA
Despite the first part of IPL 7 being played in the UAE, a gruelling nine-phase election and the controversy surrounding betting and spotfixing, television viewership of the twenty20 cricket tournament being broadcast on Multi Screen Media-owned Sony Max and Sony Six has gone up 5% for the first 54 matches, from 175 million in IPL 6 to 184 million this year. Compared to last year, when an average viewer spent 27 minutes per innings, this year, time spent per innings has risen 11% to 30 minutes. “IPL is becoming a more mature tournament,” says Rohit Gupta, president of Multi Screen Media (MSM). “This has meant a stable rating, which is good news for advertisers as the risk goes down for them. Their calculations work better,” he adds. For broadcaster MSM, which made about .` 850 crore from the last edition of IPL (76 games), revenues this year are expected to be around .` 800 crore from lesser number of games — 60 in IPL 7 as the number of teams is now eight — as it managed to increase its advertising rates by around 15%, say media buyers. Gupta says a big chunk — almost .` 100 crore — of the broadcaster’s revenues from IPL this year will come from e-commerce companies such as Flipkart, Snapdeal, Myntra and Amazon, which launched their first India television commercial during the IPL. “E-commerce is now one of the key segments on television because of its big reach.”
Some of the other big advertisers on tel- evision during the cricket extravaganza were Vodafone, Karbonn, Havells, Perfetti and Marico.
This season of the Indian Premier League has also seen the number of people watching IPL cricket matches through the internet on their tablets, computer screens and smartphone go up dramatically.
Over 55 million watched the IPL on starsports.com since the beginning of the tournament.
The online sports channel that is owned by Star India said on Thursday that the two playoff matches on Wednesday between Kings XI Punjab and Kolkata Knight Riders and Chennai Super Kings and Mumbai Indians was seen by 2.8 million viewers on the website, which is the highest traffic for any sporting event outside the Super Bowl in the United States.