MEC’s pre-tournament estimate of the third season of the Indian Premier League (IPL) television rating points has proved to be correct. In March this year, the WPP agency had released a pre-IPL study predicting what the third season was likely to deliver in terms of viewership and value for sponsor brands.
The agency estimated ratings to increase by 14% to an average TVR of 5.2*, which was as they had predicted. (See link)
Shubha George, chief operating officer, MEC, South Asia (pictured) says, “It is no mean achievement to get the rating estimate correct in a high profile tournament such as the IPL. Despite the tournament being just two seasons old and not enough historic data, our methodology ensured that we hit bulls eye.”
The agency used a combination of consumer research and strategic factor modelling with the past season’s viewership as the base to arrive at the estimates. Other forecasts have also been borne out to be true. George elaborates, “We forecasted the Mumbai Indians- Kolkata Knight Riders’ match to be the highest rated league match with 7.4% rating. The match on March 22 between the two teams has been the top viewed match with exactly the same rating 7.4%”
George says with investments in high profile events such as the IPL increasing exponentially, the ability to accurately estimate these viewership is a huge advantage to advertisers. Soma Ghosh, marketing director, NIVEA India said, “MEC’s research work in this area has been breakthrough and enables advertisers to plan and use their advertising monies optimally. We have been happy to associate with IPL for two years now to successfully build the NIVEA brand.”
As for other hits or possible misses, MEC will be releasing a post IPL consumer research that will provide pointers on brand recall of IPL advertisers this season and consumers’ interest in future editions of the IPL.
*Among Adults, 15+, SEC ABC
