TAM Sports has released television viewership data for Day One of the third season of the Indian Premier League (IPL) which kicked off in Mumbai on Friday.
The opening match between Deccan Chargers and Kolkata Knight Riders recorded an average TVR of 7.0 (C&S 4+ yrs) and 8.6 (Digital, 4+ yrs). In IPL's last season, held in South Africa, the opening match recorded a TVR of 5.6 and 7.2 for both panels respectively. The opening ceremony clocked a TVR of 2.9 (C&S 4 +yrs) and 4.5 (Digital 4 +yrs). However, the numbers still haven't managed to beat those of IPL's first season for which the Day One ratings stand at 8.2 (C&S 4+ yrs).
Meanwhile, aMap's ratings for Day One's cricketing action (Top 6 metros, C&S 15+) showed a 22% jump from 3.5 last year to 4.3 this year.
On TAM, Day One's cricketing action however showed better reach compared to its data for IPL-1 and IPL-2. The match recorded a reach of 17.6 (C&S 4+yrs) and 2.3 (Digital, 4+yrs). Last season's action on the same day saw a reach of 12.3 (C&S 4+yrs) and 1.7 (Digital 4 +yrs) while the first season's opening match had a reach of 12.5 (C&S 4+yrs).
aMap's data also shows the improvement in reach. The net reach for the first match was 14% (C&S 15+ yrs) as compared to 12.6% in for the opening match in Season Two and 11.9% in Season One of the IPL.
Further, the first match this season clocked 45 minutes in ad volumes, four minutes higher than that of the opening day of IPL-1 and IPL-2.
The top advertisers during the match were Vodafone Essar, Samsung and Tata Teleservices (in that order). The brands that were advertised included the Zoozoo spots for Vodafone, Samsung's Dual Sim Active Phones and Tata Docomo.
Last season's top advertisers on the opening day were Bharti Airtel, Vodafone Essar and Heinz, while the first season's top spenders for the same day included Vodafone, Hyundai and Coca Cola.
Note: The markets for the above data for TAM are six metros (Delhi, Mumbai, Kolkata, Bangalore, Chennai and Hyderabad).