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TV trends in Season 1

TV trends in Season 1
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First Published: Sun, Aug 17 2008. 11 43 PM IST
Updated: Sun, Aug 17 2008. 11 43 PM IST
50% of IPL viewers compromised their TV schedules for the IPL matches. Chennai (80%) and Hyderabad (77%) sacrificed the most
42% sacrificed daily family soaps and serials. In Delhi, Kolkata and Bangalore, it was more than 50%
25% sacrificed reality shows and music
68% planned their viewing of matches well in advance
57% came home early from office
60% restrained themselves from going out to malls and restaurants during IPL match timings
More than 60% of viewers in Delhi, Hyderabad, Chennai, Chandigarh and Mohali felt a vacuum when Season 1 ended
82% of the TV audience in West Bengal consisted of walk-ins. West Bengal recorded the highest walk-ins
84% of the total Hyderabad TV audience consisted of walk-ins. Among metro audiences, Hyderabad recorded the highest percentage of walk-ins
4.8 was the average TVR for the matches. Among the metros, Mumbai, Kolkata and Hyderabad beat the all-India average TVR (the percentage of viewers watching a particular TV programme at a certain time)
9.8 was the highest TVR for a match—the final. The second highest TVR was for the first match of the tournament—a TVR of 7.2
78% of the viewers of general entertainment channels (Sony, Zee TV, Star Plus) watched the matches. TVRs for programmes on sports increased by 15 points over the previous period (18 February to 31 March)
78% of the total TV audience watched the matches. That totals 102.6 million viewers
88 advertisers signed up for the tournament. The number of advertisers shot up to 40 for the final match, the maximum number for a single match. Total spending on ads by 154 brands for the tournament touched Rs244 crore
There was an 8% increase in male viewership during IPL. The number of walk-ins was more in the age group of 35-plus. There was a 6% increase in SEC A viewership. An overall increase was seen throughout SEC A and B, the two highest socio-economic classes of urban Indian households
Source: TAM and MindShare-Mint-Synovate Study
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First Published: Sun, Aug 17 2008. 11 43 PM IST
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