MEC Study: Overall 16% drop in IPL ratings

Mediaedge: CIA (MEC) has released a study on the success of the second season of Indian Premier League (IPL), as part of its Food for Thought series. It may be recalled that the agency had released a pre-IPL analysis of the series, to predict success factors for the league in April this year, just before the series started. The current study attempts to analyse a host of factors surrounding the series, including consumer viewing patterns, team and player preferences and the success of brand associations during the series. Conducted between May 27 to 30 this year, right after the series concluded, the study used a sample of 800 across eight IPL cities.

According to the study, consumers feel that they have watched more of IPL during season two and will continue watching the forthcoming series. The study claims that the general elections did not affect 70% of people’s IPL viewing. However, the ratings have dipped with more people watching for lesser time. There was an overall 16% drop in the ratings for the second season.

The matches which were not telecast at prime time had a 19% rating drop and thus contributed to pulling down the ratings. DLF and Vodafone (ZooZoos) were top of mind on brand associations with the recently concluded series. Kolkata Knight Riders-Nokia, Chennai Super Kings-Aircel and Mumbai Indians-Idea were the strongest team-brand associations. The study also claims that the execution of the branding is more important than the position of the logo. The boundary ropes and the perimeter boards are the most remembered ground elements. The study observes that more and more people will start tuning into IPL, but may not watch entire matches as before.