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Advertisers make merry as IPL boosts TRPs

Advertisers make merry as IPL boosts TRPs

There is good news for advertisers riding Indian Premier League, or IPL. The television viewership on day two, 19 April, of the tournament got bigger in terms of reach and ratings from last year.

According to Mumbai-based audience measurement agency Audience Measurement Analytics Ltd, or aMap, the television rating points, or TRPs, for the afternoon match played between Delhi Daredevils and Kings XI Punjab rose to 3.9% from last year’s 2.9%. In the second match too where Deccan Chargers defeated Kolkata Knightriders, the TRP increased slightly to 3.5% from last year’s 3.4% for the second match on day two. TRPs indicate the percentage of viewers watching a particular TV programme over a certain period of time.

The number of viewers tuning in to Multiscreen Media Pvt Ltd’s Max channel, which is telecasting IPL, also jumped from 4.6 million viewers on the second day last year to 5.6 million in the first match and from 5.4 million to 6.6 million during the second game.

The viewership data is collated across viewers above 15 years of age in six metros — Delhi, Mumbai, Chennai, Kolkata, Bangalore and Hyderabad — receiving cable and satellite television.

The second day data comes as a relief to IPL sponsors who are paying big money to be part of the billion dollar tournament, especially after the viewership data from the first day showed a 16% drop in TRPs from the inaugural match last year.

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