Posted by Adgully Bureau | March 8th, 2010 at 2:48 pm
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Recently, mediaedge:cia (MEC) in its third edition of ‘Food For Thought’ session predicted an increase of 14 per cent in viewership for the DLF IPL Season 3 vis-à-vis Season 2. However, last year, MEC predicted that the tournament would witness a 7 per cent dip in viewership vis-à-vis Season 1, and it turned out to be true as well. The study was powered by Meritus Analytics India Pvt Ltd, a WPP company.
The study is based on various factors such as fatigue and India being the venue, team popularity, player popularity and scheduling of matches. With a 14 per cent rise in viewership, DLF IPL season 3 is expected to rake in average TVR of 5.2 (C&S, 15+, SEC ABC).
Also, the MEC study revealed that the viewing habits of T20 enthusiasts are influenced mainly by whether their favourite team was playing, followed by whether the home team was playing.
The study was conducted by MEC across 10 cities with the sample size covered over 900 people (consumers). These cities were – Mumbai, Delhi, Kolkata, Chennai, Bangalore, Jaipur, Mohali, Hyderabad, Nagpur and Ahmedabad.
In fact, among the respondents, 60 per cent said that they loved the T20 format and yearned for more; 26 per cent thought that there has been overkill; and 15 per cent were still in favour of the ODI format. And, of those interviewed, 54 per cent expressed the desire to watch more matches than in the last season; while 27 per cent said there would be no change in their viewing habits.
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