MxMIndia

Tag: IPL5

  • What has shown improvement is the cumulative reach for these 57 matches in IPL 5 that stands at 155 million

    Loyalty factor is the key to consistency in season 5 IPL viewership

    By A Correspondent

     

    Although the Indian Premier League season 5 (IPL5) delivered the lowest television ratings as compared to the previous seasons, the weekly data released by TAM sports has shown some consistency in its overall IPL 5 viewership.

     

    According to the latest numbers released by TAM Sports for the first 57 matches (CS 4+ All India), IPL 5 recorded a TVR of 3.33 per cent, which is slightly lower than the first 58 matches of season four which received a TVR of 3.44 per cent.

     

    The inaugural IPL season (IPL1) however continues to remain the most watched tournament till date with a TVR of 4.81 per cent for the first 58 matches whereas IPL3 which celebrated the home coming season witnessed the second highest viewership for the first 59 matches with a TVR of 4.65 per cent while IPL season two which was played in South Africa received a TVR of 4.17 per cent for the first 57 matches.

     

    What has shown improvement is the cumulative reach for these 57 matches in IPL 5 that stands at 155 million. This is nearly the same for IPL 4 where the reach was 157 million and far better than IPL 3, 2, and 1 where the reach measured was 143 million, 122 million and 102 million respectively.

     

    It may be recalled that for the first 48 matches, IPL 5 delivered a TVR of 3.40 per cent whereas for the first 36 matches IPL 5 delivered a TVR of 3.41 per cent, for the first 27 matches, it delivered a TVR of 3.53 per cent and the first 16 matches, a TVR of 3.65 per cent.

     

    Mr Ajay Rao, Vice President, Dentsu noted: “There has been consistency in the ratings, which is good and this consistency, I believe, is because of the loyal viewers who watch IPL matches, come what may and also those audience who continuously surf channels but, return to the game to check the scores. However, as we head towards the semi finals and the finals, we will see an increase in the ratings.”

     

    Source : TAM Sports, Period : First 59 matches of all IPL Seasons, TG : CS 4+ yrs, Market : All India, Channel : MAX

     

    * In IPL 1 one match (47th) was abandoned due to rain
    * In IPL 2 two matches (7th & 13th)were abandoned due to rain
    * In IPL 4 one match (20th) was abandoned due to rain
    * In IPL 5 two matches (32th & 34th) were abandoned due to rain

     

  • Not the same old – there is always something new to look forward to, and Rajneesh Chaturvedi tells us what that is, in this edition of the IPL.

    The Anchor: The top 5 things we can expect from IPL 5

    By Rajneesh Chaturvedi

     

    #1 Watch out for new sponsors:

    Look out for and identify new brands that will be using IPL in their marketing communication, all for the first time.

     

    #2 New campaigns and Innovations:

    Watch out for new and innovative campaigns in IPL this year. Traditionally Vodafone has always launched new campaigns around IPL year on year, and every year we see some or the other innovative advertisements on the ground and on air. This year too we can expect new and innovative campaigns during IPL.

     

    #3 What’s new from Max this year:

    It would be interesting to see what Max has to offer, considering that the advertising and media fraternity is slightly apprehensive of the ratings this year.

     

    #4 New on-ground experience for viewers:

    What are the new things viewers can expect – the entertainment, the opening ceremony, all this is related to the experience a person gets in the stadium across the 12 venues.

     

    #5 New IPL winner?

    Last but not the least – are we looking for a new IPL winner this year? Last two IPL seasons, we had the same winner – Chennai Super Kings. Will we have a new winner in season 5?

     

    Rajneesh Chaturvedi is the National Director, MEC Access.

     

  • BIG FM launches 'Big Indian League' for IPL5; is exclusive radio partner to Kings Xi Punjab and Deccan Chargers.

    IPL 5: BIG FM takes on mania with ‘BIG Indian League’

    By A Correspondent

     

    BIG FM aims to create an overwhelming experience for cricket fans across the country with the ‘BIG Indian League’.  This campaign brings golden opportunity to listeners across its 45 station network, to not only relive their passion for cricket on radio by supporting their favorite teams, but also a chance to win a grand cash prize of Rs. 1 lakh and tickets to the IPL finale. BIG FM has already partnered exclusively with two leading IPL teams Deccan Chargers and Kings XI Punjab promising listeners exclusive and interesting entertainment updates on these teams.

     

    BIG FM is said to give T20 on radio a new exciting twist built around the game, wherein listeners have to conclude the answer by putting forth a maximum of 20 questions to the RJ. The game will have four listeners representing one of the teams playing in the IPL that respective day with BIG FM RJ. The person who guesses the right answer using the lowest number of questions wins cricket goodies and also gets a chance to win the grand prize of Rs 1 lakh.

     

    In addition to this, BIG FM will recreate the magic of IPL with the BIG Indian League championship in metros including Mumbai, Hyderabad, Kolkata, Bangalore, Delhi and Chennai. The cities will witness a mall activity to shortlist top 8 teams of the city. These eight local teams will then fight for the title of BIG India league Champion for the city. In Hyderabad and Chandigarh, the winning team will get to play a real match with the respective city IPL teams. BIG FM will also include live updates and insights of the cricket including toss and scores updates and players’ performance for all the matches.

     

    Leading cricket expert Aakash Chopra will share the insights on the matches being played and give out player trivia while leading comic Surendra Sharma will add effervescence to the cricket fever with his witty one-liners.

     

    The initiative will be promoted aggressively across mediums and all the updates will have their digital foot print across social media platforms of BIG FM.

     

    This property offers a an exciting and extensive platform to all the marketers who are keen to showcase their brands around this cricket season and ride on its multi-media promotions and massive scale of BIG FM.

     

    The Company Spokesperson said, “In our country, cricket is the national passion and as a brand that celebrates people’s passions, BIG FM is going all out to entertain listeners during this cricket season like never before on air, on-ground and digitally. We are committed to delivering highly engaging cricket-listening experience on radio with innovations in programming and marketing. Our scale and ability to drive quality content during this season is sure to make it deliver huge value for consumers and customers alike.”

     

  • The Times Internet CEO tells MxMIndia that indiatimes.com plans to take its IPL tieup to more interactive lengths in the 2012 season.

    IPL 5: Indiatimes to make experience better: Rishi Khiani

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=NTWC38mFJB0[/youtube]

    By Shruti Pushkarna

     

    The Indian Premier League (IPL) has signed up with indiatimes.com to be its official online broadcaster for IPL 2012. Addressing the media in New Delhi, Rishi Khiani, CEO, Times Internet Limited shared the enthralling online cricket experience indiatimes.com is set to roll out with its unique new features this year. This is indiatimes’ second IPL season as official online broadcaster.

     

    Mr Khiani shared the new product features that have been added to enrich the viewers’ experience this season. Citing the differentiating factors from last year, he said, “We have taken a lot of social features that we played with last year and the Facebook integration that we did last year and moved to a whole new level. We’ve got something called the IPL Battle Ground which is a far more community driven game-ified version of the Facebook chat that we had last year. So the whole community element is a big differentiator. We have taken the offline experience of watching cricket with friends and made it even more interactive. We have added far more features to the player this season. We have added cue points and a video scorecard below the player. Another functionality that has been built into the player this year is the DVR, Digital Video Recording, this allows you to go back in time to watch something you have missed.”

     

    Indiatimes observed a 79 percent increase in viewership in India last season, and is expecting a similar increase this season as well. Statistics suggest an equal split between the male and female viewership ratio online. To make this season bigger and better, certain innovations have been made to add to the wholesome IPL experience. The homepage is designed in a way that it has everything in and around IPL which makes it in a way, ‘destination IPL’, with all the touch points of IPL in one place. Other innovations include an interactive scorecard, DVR, a high definition video player and a Video on Demand (VOD) section. The VOD page will have a lot of editorial packaging in the form of celebrity moments in the match, fun moments in the match, packages of all Fours or all Sixes and so on. Some of the other content features that have been added this year are, latest tweets, Match key moments, Fun Facts, Player interviews, Pre-match shows and TOI RSS feeds.

     

    Addressing a concern on connectivity issues while viewing live feed online, Mr Khiani said, “The video player is built in with an adaptive streaming as per network availability. We have created a stream that would work for broadband connection but also work really well for people who have narrowband connections, so connectivity shouldn’t be an issue.”

     

    Mr Khiani also said that their idea is to create a 360 degree experience, a holistic experience which is something that TV cannot create. Indiatimes has partnered with All India Radio (AIR) for IPL commentary, so all cricket fans can tune into AIR to listen to commentary of IPL. The commentary will also be available on an IVR which will have the advantage of giving a recap of sorts every time one dials in.

     

    Mr Khiani stated that the total spends for this season would amount to around $6 million. Talking about the overall investment this year, Mr Khiani said, “We will probably spend less this year in marketing because last year it was just ten days before the tournament and we had to make sure that we got all eyeballs onto the site, but this year we know what works and what doesn’t work. We have a community base that’s already been built up last year that we can do some sort of targeting to. So the costs have actually come down in terms of marketing.” In terms of revenue, he said that a 40 percent increase has already been recorded from last year and they are expected to break even this year.

     

    Sponsors for this year who have already signed up include Coke, Samsung and Maruti as presenting sponsors. Out of these, Maruti and Samsung are repeat sponsors from last year. HUL and Hero have signed up as the co sponsors for this season, again both are repeat sponsors from last season. Sponsors under the New Partner Categories include, E Bay, Kotak Mahindra bank, Citi Bank and Karbonn Mobiles.

     

    Mr Khiani said that Indiatimes has observed a clear growth in terms of both page views and monetization through the sponsors. He also said that a tournament like IPL has a ‘halo effect’ in terms of returns on investment. He said, “The halo effect is something that we see not just from current monetization this season but from annual deals we do, like the video inventory that we sell. We also introduce new formats for potential advertisers who then get introduced to the Times Network and once they are introduced to the Times Network and they have seen return on investment, they are bound to advertise with us. We’ve seen them advertise with us through the year. So that halo effect kicks in. So in terms of monetization, it is a good investment and in terms of the brand association with IPL and the halo effect, it’s even better.”

     

  • Pune Warriors India will dazzle on the ground in new turquoise blue and silver jerseys.

    Sourav Ganguly to lead Pune Warriors in IPL5

    By A Correspondent

     

    Pune Warriors India, the IPL franchise of Sahara India Pariwar, has announced that all-rounder and former Indian captain Sourav Ganguly will lead the side of Pune Warriors India as Captain and Mentor in the fifth season of the IPL, to be played from 4th April, 2012 till 27th May, 2012.

     

    Pune Warriors India team in IPL 5 will don new turquoise blue and silver jerseys. Turquoise blue color stands for zeal, confidence and victory, the very attributes and motto of a Warrior.

     

    The Pune Warriors India’s bowling coach is Allan Donald while Praveen Amre is the batting coach. Paddy Upton is the mental conditioning and high performance coach of the team.