After four editions of the IPL that went successfully for advertisers, the last one saw a decline of 40% in average viewership from 5 to a little over 3 in TRP ratings. With 160 mln viewers expected this year again across the 70 odd matches, the sponsors may not lack visual display opportunities but add on advertisers esp those who pay match day list prices may not be willing to keep the budget for IPL5. that’s still 5 mln people per game in this countruy of 1.1 bln with 500 mln Tv Sets (300 mln TV households )
Global sports brands like the Superbowl will also be looking at lower aud
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ience participation this year , even the NBA restricted to a smaller schedule. Only the premier league has managed the usual 200 mln plus audiences other than a disappointing Liverpool year for Stanchart, and the Top 3 moving down, viewership kept up nby new teams like QPR and our own Venky’s Blackburn.
Chennai of course will not be primary this year both Srikanth and Dhoni having stolen sponsor dollars with their non performance outside India and irreparably damaged the Superkings brand for some. There will still be Indians, Gayle force , unless he has retired, Royal Challengers and others.
Sponsors and ad buyers may also split budgets from the IPL 5 this year in favor of the Diwali F1 extravaganza and SET MAX might not hang on to list prices on the card for long. Last year the rates had jumped between 500k to 900k per 10 seconds, from 300k per 10 seconds in the opening year. Superbowl spots still retail for a $1 mln per spot
The latest edition of the IPL starts two months after Superbowl Sunday.
Also read our Superbowl opener for Marketers
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