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IPL VIEWERSHIP Submitted By: Group 9 Section S4 Great Lakes Institute of Management FT13458 Raghavendar FT13459 Raghunathan FT13460 Rahul FT13462 Raksha FT13463 Ratnakar FT13464 Richa FT13465 Rishabbh FT13466 Ruchika

Group9 S4 IPL Viewership

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Page 1: Group9 S4 IPL Viewership

Submitted By: Group 9 Section S4 Great Lakes Institute of Management FT13458

Raghavendar FT13459 Raghunathan FT13460 Rahul FT13462 Raksha FT13463Ratnakar FT13464 Richa FT13465 Rishabbh FT13466 Ruchika

Page 2: Group9 S4 IPL Viewership

Table of Contents

Introduction...........................................................................................................................................3

Literature review.................................................................................................................................4

Qualitative research

Hypothesis for test

Scales for DV's and IV's

Methodology

Test Statistics

Reliabiility Factor

Results

Recommendations

Appendix

Researches and findings....................................................................................................................5

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Introduction

The Indian Premier League, also known as the "DLF Indian Premier League" for sponsorship reasons, often abbreviated as IPL, is a Twenty20 cricket championship league created by the Board of Control for Cricket in India (BCCI). The event is considered the brain child of the former vice President of the BCCI, Lalit Kumar Modi.

The IPL is very mush in sync with the format of European Premier League of Football or the NBA in USA. The first edition of the game was introduced in the year 2008, and was an instant success. In current year 2012 the event marked its fifth season.

The IPL was well received by the people of India. In a cricket crazy nation, the advent of IPL was yet another reason to be happy. It was a newer format of the game, less played by the national team but made popular by the India’s win in the first ever T20 World Cup. The stage was all set and IPL arrived with a great pomp and show. IPL converged the two very popular streams of entertainment in India. The Bollywood and The Cricketers.

With IPL came a new breeze of competitve marketing in the arena. New TV commercials were made. IPL viewership also pushed companies to advertise during the matches. One such example is Vodaphone Zoo Zoo ads. For each match the company prepared a new ad. Due to this any mnay other allied factors IPL is a big business event. Proper studies should be undertaken to create best strategies for profitability from the event.

Due to its importance and success in the region the Event IPL is very important to be studied. In our Market Research project we intend to highlight the important factors that influence the viewership of IPL.

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Our research aims at providing answers to above questions and tells that what are the key factors which affects viewership of IPL.Our research will help organization in deciding what are key segments they can target for advertising through ipl and also help to decide how can viewership of ipl be increased.

Literature Review

To proceed with the our project we first analysed the Strengths and Weaknesses of the IPL Event with respect to its viewership.[1] The SWOT analysis is as under:

IPL has made many changes in the Indian marketing scene. There is fair amount of research work done to understand its affect on Indian mass, advertisements etcetra.

In a research paper by Prof. Chandrima Das [4] consumer buying behavior is studied in light of the IPL. The work concludes that people end up buying roducts endorsed by their favorite player during the IPL Time. The article also confirms a belief that the viewership of IPL is largely among the males.

StrengthFast PacedLesser Time Consuming (3 Hrs)Business OutlookResonates professionalism

Weakness20-20 not seen as serious cricketfew teams, few locations wrt to the nation & poulationbuying of players too frequent to establish home team spirit

OpportunityAttracts massesopens business avenuesmay precede all other formats of gamecreates pool of potential players

Threatsrevenue based model puts pressures on team managementPerformance based model for players puts extra pressu

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In our attempt to understand the TV viewership we studied various TRP models and agencies. One such findings are from the MEC IPL TV Rating Viewership 2012 [6], the excerpts of their report are as under:

Viewership pattern: Despite the intense speculation around the event within the industry, IPL still seems to hold charm for the viewer. Viewership is expected to stabilize at lower levels than the peaks of early seasons. After the 29% drop in ratings in IPL4, the average league rating for IPL5 is estimated to be at 3.8%, a marginal 2.5% increase from the last season. Only 16% of the viewers claim to be weary due to declining interest over the seasons and only 12% said that they would spend lesser time watching IPL this season.

Team support: IPL’s second and third seasons had seen an almost equitable support across all teams. Affinity in season five has significantly moved towards Mumbai Indians and Chennai Super Kings with a cumulative support of 45%. Royal Challengers Bangalore and Kolkata Knight Riders follow in support with 12% and 11% each. Home team and player popularity are the key stated reasons to support a team. The most loyal fan bases are in Mumbai, Kolkata and Chennai, irrespective of their teams’ performance. The gap between the top and the bottom teams has further widened with the bottom team getting only 10% of the support versus the top team in this season. These variations in team popularity are likely to skew TV ratings.

Online viewing: 38% claimed to have watched it online last year – out of which 22% claimed to have watched the online streaming at home. Clearly, for many viewers it was replacing the television at home. Over time we may see eyeballs getting split between television and online leading to drop in IPL TV ratings.

Brand recall: Nokia, Pepsi and Coke are the only brands to maintain going -in recall vis-a-vis the previous season. Interestingly Nokia’s association is primarily with KKR and yet the brand is the most associated with IPL. DLF, the title sponsors are ranked 7th in unaided recall.

According to oramax [7] following is the affect of IPL viewership on the branding of a product.

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According to yet another market research done for branding and advertising on TV during IPL by Advertising Express. The excerpts of the report are as under:

60% said that IPL brought about a change in their viewing habit, 11% said that viewership pattern changed to certain extent, and 29% felt that it did not affect their viewership pattern in any way.

83% said they follow ipl matches and 17% didnt. 44% did not miss a single match, 38% favorite teams matches only, 12%

match highlights, and 6% only on holidays, Sundays and weekends 63% watch ipl because of crisp timing, 29% others factors attract them, 5% said that

Bollywood stars tempted them to watch, and 3% found entertainment value 62% preferred 8 to 11 pm, 12% no specific time to watch TV and equal number

preferred to watch TV after 11 pm, 9% preferred afternoon slot of 2 to 5 pm, and 5% preferred morning time of 7 to 9 am

Qualitative Research

To develop a clear understanding of the factors that influence the IPL Viewership, it is imperative to do some qualitative research. It is of utmost importance to gain a qualitative understanding of the underlying reasons and motivation for people to watch IPL.

IPL appeals more to the younger population of the country and therefore it is necessary for us to reach out to this demography and collect responses. Due to time constraints we chose Netnography as our tool for Exploratory Research.

Netnography is the branch of ethnography that analyses the free behaviour of individuals on the Internet that uses online marketing research techniques to provide useful insights. The word “netnography” comes from “Inter[net]” and “eth[nography]” and was a process and term coined by Dr. Robert V. Kozinets [9].

To look for our findings we visited IPL official websites, associated Blog, NDTV Sports websites etcetra. More than the news and event itself the comments posted by people were of key interests.

As a result of our detailed search on internet we derived following variables which might play a role persons intent to view an IPL game.

Gender: It is well believed that Cricket is the game for men and females have little or no interest in the game. In our search we neede to test this belief.

Cricket Craziness: Cricket runs in our country like blood in our body. It brings us together despite all differences. India simply loves cricket. The key here is that is the same people who love cricket as a game are the ones who are following the IPL as well. Is the craze for cricket a direct reason for people to watch cricket or there are some elements in the IPL format or the league which pushes them to the cricket stadiums or glues to the TV Screens.

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Players: IPL also brought various players together. The most crucial inclusion was that of local players in such a big cricket event. The rules of the games are such that it makes possible for young talent to grow. At the same time each team has some reknowned Indian players of national team. It was therefore important for us to know whether viewers take into account the rankings of the player and then decide to watch the game.

Foreign Players: Another intresting aspect of IPL was the inclusion of foreign players in each team. This not only gave event the international flavor but also is looked upon as the USP of the event. We intend to know whether viewers keep tab of the international players in any team and then decide to view the game.

Celebrity Presence: IPL created a hype when majority of the teams were owned by the bollywood celebrities. The other owners were also the whos who of the country. It created sensation even before it kicked in. It is generally believed that celebrity presence in the game plays a key role in the IPL Viewership.

Entertainment: IPL is a short version of the one day cricket. It gets over in 3 hours and therefore is comparable with most bollywood movies in terms of time. It is therefore reasonable to believe that the viewership of IPL is reflective of its entertainment value.

Amongst all the physical factors available for us to analyse there also remains the need to access what is the motivation behind a person enabling him to view a cricket match. To seek for the psychological factors that might drive a person to see a event such as IPL. Therfore we studied our subjects on two such psychological factors:

Need for Closure: IT describes the desire or "need" some individuals have for information that will allow them to conclude an issue that had previously (for them at least) been clouded in ambiguity and uncertainty. Upon reaching this conclusion, they are now able to attain a state of epistemic "closure". We suspect that people who prefer IPL over one day or five day cricket formats will rate high on this scale.

Sensation Seeking Scale: It is a personality trait defined by the search for experiences and feelings, that are "varied, novel, complex and intense", and by the readiness to "take physical, social, legal, and financial risks for the sake of such experiences." We suspect that people who watch IPL show a sensation seeking behavior for the thrill and excitement of the match.

Intent to View: The dependent variable of the research is the Intent to view the game. Intent scale translation is a mathematical technique used by marketers to convert stated intentions into probabilities, that is, into an estimate of actual behaviour. In our case we developed a Intent to view Scale in the lines of Intent to Purchase Scale.

Hypotheses:

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As a result of our exploratory search we developed the following null hypothese to test:

1. Cricket craziness of a person is not corelated with his viewership of the IPL.2. The IPL Viewership is not correlated to the players involved in the IPL game.3. The IPL Viewership is not correalated to the foreign players involved in the IPL game.4. The IPL Viewership is not correlated to the celebrity presence in the IPL game.5. The IPL Viewership is not correlated to the Entertainment value of the game.6. The IPL Viewership is not correlated to the sensation seeking behavior of a person.7. Need for closure is not correlated with the IPL viewrship behavior of a person.

Methodology:

Seeking the popularity of the game; a survey for descriptive research was the obvious choice. A questionnaire containing constructs with multiple items was devised to measure the identified variables in agreeable scales.

[The questionnaire used is attached in Appendix]

The survey responses were then analysed through SPSS. As there were many testing Independent variables, we employed factor Analysis to reduce the number of testing variables for better understanding. The outcome of this test statistic was done regressed. The result of each is discussed below.

Relaibility Factor

In statistics, Cronbach's (alpha) [12] is a coefficient of reliability, named after by Lee Cronbach. It is commonly used as a measure of the internal consistency or reliability of a psychometric test score for a sample of examinees.

The relaibility score of each scale was taken and was found to be above the desired value of 0.60. The scale which fail to deliver the optimum Cronbach’s Alpha were omitted from the final test statistics. The scales that are chosen are as under;

(A detailed report of Cronbachs alpha is attached in the appendix for pursual)

Scale Cronbach’s Alpha ValueIntent to View 0.793Cricket Craziness 0.904Players 0.701Foreign Players 0.601Celebrity Presence 0.618Entertainment 0.796Sensation Seeking Scale 0.727Need for Closure 0.820

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Results:

A correlation check was performed on the data set obtained from the survey. The result of which showed few correaltions among the factors. Hence, the data set was subject to factor analysis and the result obtained are as follows.

The result gives us two principal components with Eigenvalues above 1.0 which in all explain approximately 55% variance. The Scree Plot for the result does not give any convincing result so, we procede with the Eigenvalue results.

The Component Matrix derived does not show clear loadings of the factors. Hence rotation was used to achieve clarity on the loading aspect. We used the Varimax rotation to avoid patchiness of the result. Now the results are far more clear.

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The Rotated Component Matrix reveals two principals components with clear loadings. Component 1 comprises of Cricket Craziness, Players, Foreign Players and Sensation Seeking Scale. We can summarise this component to be Game Based. All of the scale in this component pertain to the game per se.

The other component 2 comprises the scales of Celebrity Presence, Entertainment and Need for Closure. This component can be understood to be reflecting the behavior similar to watching movies and getting a closure. This could be understod as Showbiz part of the game.

We now revise the Hypothese formed earlier based on the result of the factor Analysis as under

Hypothese 8: The IPL Viewership is not correalated to the Game based factor Component.

Hypotheses 9: The IPL Viewership is not correlated to the Showbiz factor Component

The two components obtained from the above statistics were then regressed. Regression analysis helps one understand how the typical value of the dependent variable changes when any one of the independent variables is varied, while the other independent variables are held constant. Multiple regression therefore, gives a linear relationship between the dependent and independent varaible. The result of the regression statistic is as under:

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The regression test statistics reveals that Game based factors are significant and directly impact the viewership of the IPL . But, the Showbiz component factor is not significant and therefore does not affect the viewership of IPL.

Hence, we reject the test Hypothese 8 in view of the significance relationship between game based factor component and the Intent to view variable.

Also, we fail to reject the test hypothese 9 in view of the unsignificant relationship between showbiz factor component and intent to view variable.

Recommendations:

The survey was done with 104 subjects. The result of which were discussed above. The showbiz component (comprising of scales namely: Entertainment, Celebrity Presence and Need for Closure) is not found significant, against the common belief, in this result. A more comprehensive empirical research needs to be done to establish the relationship of factors like celebrity presence and entertainment factor on the viewership of IPL.

Based on the results obtained upon statistical analysis we can state that the game based component (comprising scales namely: Cricket craziness, Players, Foreign Players and Sensation Seeking Behavior) is directly correlated with the IPL Viewership. It establishes the underlying fact that people ultimately wish to watch good cricket when they intent to watch IPL match.

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References

[1] http://www.marketing--research.com/marketing/swot-analysis-indian-premier-league

[2]http://shampasadhya.hubpages.com/hub/IPL-and-its-Advantage

[4] http://managementalert.com/pdf/research_paper_on_sport_marketing_1.pdf

[5] http://sports.ndtv.com/ipl-2012/news/item/188343-ipl-gets-lowest-tv-viewership-in-five-years

[6] http://mecglobal.com/assets/Uploads/PressRoom/AllFiles/MEC-IPL-5-Press-Release040312.pdf

[7] http://www.ormaxmedia.com/images/ormaxmedia-dac2012.pdf

[8] http://mgmtfunda.com/ipl-aggressive-marketing-or-futuristic-strategy

[9] http://en.wikipedia.org/wiki/Netnography

[10] http://www.iplt20.com/

[11]http://sports.ndtv.com/cricket

[12] http://en.wikipedia.org/wiki/Cronbach's_alpha