Mumbai: Indian Premier League (IPL) matches will likely win television ratings that are 14% higher than the ones garnered by the tournament’s second edition in South Africa last year, according to a forecast by Mediaedge:cia, the media specialist agency of GroupM India Pvt. Ltd.
IPL 3, which starts on Friday with a match between Kolkata Knight Riders and Deccan Chargers, will still fall 4% short of the ratings attracted by the inaugural edition of the Twenty20 (T20) cricket tournament, said the forecast, based on an online survey in 10 cities covering 903 people.
The average television rating for the 60 matches to be played over 43 days in the tournament of eight teams is estimated to be 5.2, compared with 5.4 in 2008 and 4.5 in 2009.
“Last year, we had correctly predicted that there would be 7% drop in ratings,” said Shubha George, chief operating officer, Mediaedge:cia, South Asia. “This was because of the IPL being shifted out of India and shortfall in spends on the part of advertisers. This year, we expect a 14% rise in ratings of IPL league matches over the previous year.”
Of those contacted for the survey, 60% said they loved the T20 format and wanted more of it, while 19% said they would watch less of IPL this season. Of the total, 54% said they will watch more matches this year than they did in the previous season.
Satyajit Sen, chief executive, Zenith Optimedia Pvt. Ltd, said that he expects IPL’s advertising revenues to go up this year. “I would expect a 25% hike in ad revenues, at the very least this year.”
According to an Edelweiss Research report, SET MAX, the channel owned by IPL broadcaster Multi Screen Media Pvt. Ltd, is expected to earn Rs700 crore in ad revenue, an increase of 40% over the previous year.
According to the Mediaedge:cia survey findings, actor Shah Rukh Khan, owner of the Kolkata Knight Riders, is the most popular team owner, ahead of other Bollywood celebrities such as Shilpa Shetty and Preity Zinta.
More importantly, Sachin Tendulkar has ousted M.S. Dhoni as the most valuable player slot. Last year, 44% of the people contacted had voted for Dhoni while only 22% favoured Tendulkar. In the latest survey conducted between 1 February and 15 February, Tendulkar topped the list with 35%, followed by Dhoni with 26%.
While 39% of those surveyed said they were betting on the home team, 40% said they were supporting teams with their favourite players.