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IPL second season on the verge of collapsing..... by Shashikant Rajak, Senior Consultant, Hewitt Associates

IPL second season on the verge of collapsing.....

By : Shashikant Rajak, Senior Consultant, Hewitt Associates
Industry : Radio, TV & Films Functional Area : Sports
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Activity:  2 comments  435 views  last activity : 07 06 2010 20:18:04 +0000
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I was going through the news of IPL and found that success of IPL at South Africa is the hotest discussion on. Most of us were in a dilemma whether IPL will get the same viewership and fan following or not..? then I did some research about it and found the following facts..

Take a look at it...

Apart from the Shifting of IPL and the 'strategy breaks' the Tv ratings is another headache for IPL bosses to handle. The TV ratings say that the second season of the Twenty20 tournament opened to lower ratings compared to that of the inaugural season last year. Despite all the hype the organisers failed to spin a web around viewers.

IPL 2008 : The maths backwards show that Sony should be selling a 10-second slot at Rs 3 lakh (US$ 7500), which is twice that of an India ODI series. The figure of $1 billion touted by IPL, say industry watchers, is something of an optical illusion driven by Lalit Modi’s desire to match ICC’s billion-dollar deal with ESPN-Star Sports (ESS).

  • The percentage of people watching sports has jumped to 19.94% between 4 April and 12 April from 6.63% between 18 April and 26 April.
  • General entertainment channels that air Hindi programmes and include Sony, Star Plus and Zee TV, have seen their viewership share decline to 13.93% from 16.72%.
  • Hindi news’ share dropped to 2.85% from 3.49%, business news to 0.28% from 0.35%, and Hindi movie channels to 4.89% from 6.08%.
  • The craze for IPL is such that even kids and English general entertainment channels lost viewership share to 3.87% from 3.91%, and to 0.15% from 0.22%, respectively.

IPL 2009:  Television viewership was down by over 16 per cent for the opening two games compared to last year.

  • Data recorded by overnight TV audience measurement shows that the viewership for the first match between Mumbai Indians and Chennai Super Kings stood at 3.6 per cent, down from 4.3 per cent viewership last year.
  • Although the number of viewers has grown up than that of the last season from about 7 million viewers switched on SET MAX to watch the action on day one compared to about 5.6 million last year the curiosity did not sustain as much as last year.
  • On an average, viewers spent roughly about 32 minutes watching the match, compared to 50 minutes last year.

From this data I conclude that the IPL second season is on the verge of collapsing...

 Top Comment : Rajdeep Rathod   | 04 23 2009 06:56:30 +0000
Hi Rajak..... Thanks for the facts but still I will say that the IPL season 2 will be a hit bcoz. The income of IPL mainly depends on TV rights (for which the deal has been done for more than Rs. 8200 cr) and sponsorships. Because of the relocation, additional expenditures incurred will have to be borne by the IPL and the franchisees. And to woo the South African crowd, the Ticket prices have been slashed and it will be affordable. If you remember IPL 2008 also gained traction in the later stages of the game, it will not collapse for sure.......
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2 comments on "IPL second season on the verge of collapsing....."
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  Commented by  Mihir Jhaveri, PMP, CSCM, Oracle Supply Chain Management Head, Bristlecone India    | 04 23 2009 07:35:36 +0000
Rating : +1  
Hi Rajak
The IPL is a hit from many ways, do not just go by the TRP.

1. Logistics - We have seen new innovation and bench marking happening, were in 24-27 days the whole event is ready without a issue expect the weather. So from logistics angle it has won.

2. Indian Brand Name: The brand is becoming stronger as more players are joining the list apart from the old ones. It brings everyone in one playing area. This has given a tremendous boost to Indian youngsters to show case there skills and win Indian cap.

3. Business: It is generating the money needed. Just image the merchandising has started selling as hot cakes in S.A. earlier it was only the fans in India bougth. Now people just for fun our buying things to show there afflication to the club.

4. Give a Chance do not be a critic: India have taken a strong approach and it is good for Indian Board and also to India as country to showcase. This is just the second year. No business in the world in the second year was able to get the hits, leads, revenue, marketing engine, scale, global, etc...

Finally I agree TRP is important but it is needed for the confidence of the few people. Tell me what is the TRP of the test match, it is very low, still people love and still there is commited fan following.

IPL T20 is there to stay, and they should take in to America, China, Gulf apart from India , were the exposure to cricket is less and it will be hit due to the glamour, publicity, etc...
  Commented by  Rajdeep Rathod, VLSI Design Engineer, Wipro    | 04 23 2009 06:56:30 +0000
Rating : +1  
Hi Rajak.....
Thanks for the facts but still I will say that the IPL season 2 will be a hit bcoz. The income of IPL mainly depends on TV rights (for which the deal has been done for more than Rs. 8200 cr) and sponsorships. Because of the relocation, additional expenditures incurred will have to be borne by the IPL and the franchisees. And to woo the South African crowd, the Ticket prices have been slashed and it will be affordable. If you remember IPL 2008 also gained traction in the later stages of the game, it will not collapse for sure.......
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