IPL Grabs 5% More Eye­balls on TV De­spite Con­tro­ver­sies

Broad­caster MSM ex­pects rev­enues of around 800 crore this year

The Economic Times - - Companies -

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.

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