The TV ratings (TVR) of the 15th edition of India’s biggest media property — the Indian Premier League (IPL) — has seen a massive 33% drop in the opening week and raised concerns among the advertisers and sports marketing community over monetisation potential of the league, especially in the wake of the upcoming auction for the next media rights’ cycle.
As per data sourced from subscribers of BARC India, the first eight matches of the IPL 2022 scored a TVR of 2.52, compared to a TVR of 3.75 in the last season. Overall reach of the first week also dropped 14% to 229.06 million, down from 267.7 million in the last year for all India, 2+ years population. Even during the pre-Covid time (2019), the overall reach was at 268 million, while ratings were at 3.85 TVR.
BARC defines reach as the total number of individuals who viewed the event for at least one minute, whereas TVR also accounts for time spent by a viewer along with the reach. For instance, a 2.5% TVR denotes that either 2.5% of the entire audience saw 100% of the event, or 100% of the audience saw 2.5% of the show. This season, only two matches ould reach more than 100 million users each. Compared to four matches in the last season opening week and seven out of eight in the 2019 edition.
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The TV ratings (TVR) of the 15th edition of India’s biggest media property — the Indian Premier League (IPL) — has seen a massive 33% drop in the opening week and raised concerns among the advertisers and sports marketing community over monetisation potential of the league, especially in the wake of the upcoming auction for the next media rights’ cycle. As per data sourced from subscribers of BARC India, the first eight matches of the IPL 2022 scored a TVR of 2.52, compared to a TVR of 3.75 in the last season. Overall reach of the first week also dropped 14% to 229.06 million, down from 267.7 million in the last year for all India, 2+ years population. Even during the pre-Covid time (2019), the overall reach was at 268 million, while ratings were at 3.85 TVR. BARC defines reach as the total number of individuals who viewed the event for at least one minute, whereas TVR also accounts for time spent by a viewer along with the reach. For instance, a 2.5% TVR denotes that either 2.5% of the entire audience saw 100% of the event, or 100% of the audience saw 2.5% of the show. This season, only two matches ould reach more than 100 million users each. Compared to four matches in the last season opening week and seven out of eight in the 2019 edition. (Catch all the Business News, Breaking News Events and Latest News Updates on The Economic Times.)Download The Economic Times News App to get Daily Market Updates & Live Business News.