IPL-16 witnessed the lowest ratings this week at 4.16 TVR on Linear TV

IPL-16 witnessed the lowest ratings this week at 4.16 TVR on Linear TV.

5-week IPL ratings continue on the declining trend

Ratings continue to be at 2^nd lowest levels in last 5 years. Viewership is 13% lower compared to last 5 seasons’ average.

Frequency of IPL match watching continues to decline on TV: On average, the no of matches watched on IPL continues to decline since IPL 2020 and is at its lowest this year.

More and More People are watching lower number of IPL matches on TV!

This decline is reflected on the Watch time decline:

Over the last 5 years, the avg watch time was 257 Bn Minutes and this year it is down to 226 Bn Minutes.

Even the contribution of Core Sports TG to the overall Reach is down from 16.4% last year to 14.4% this year making the current season reach contribution the lowest since 2018.

Week on Week, TV Advertising spots per match are declining while CTV advertising spots are increasing

		Match Spots
Weeks	Matches	SD Spots	HD Spots	CTV
Wk1	10	66	65	78
Wk2	9	54	55	89
Wk3	10	48	52	91
Wk4	9	40	45	94
Average Spots		52	54	88

IPL HD viewership at a mere 28.7 Mn viewers vs 55 Mn+ on JioCinemas connected TVs. Star is claiming a higher number on HD reach of above 70 Mn by including OOH HD TV’s as well.

Advertisers pay higher CPRP for HD Households to access premium customers in their houses to get attention for their ads. The OOH TV HD screens will not have audio on. Additionally, the profile of people on OOH is not necessarily premium.

Advertisers /agency pay for HD pay tv households and reach for pay tv is at 8.9 Mn HH only.

The decline in the no of advertisers after week 5 is 42%.