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Research on Factors Affecting

IPL’s Viewership 

Presented By-

Abhineet Dayal (25)Jitendra Ahuja (48)

Soumya Chatterjee (19)

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Research Problem & Objective

• Decreased viewership of IPL4Research Problem 

• To identify the factors affectingviewership of IPL

Objective:

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Literature Survey

IPL TRPs 

• IPL – 4 :- 3.94

• IPL – 3 : -5.29

• IPL – 2 :- 4.49

•

IPL –

1 :- 5.24

IPL 4 was scheduled right after the world cup. The continuous exposure to cricket

results in lack of interest among audience.

Although two new teams were added, the board was not able to create the buzz.

A general loss of interest that happens with any new venture as the time passes.

Same thing might have happened with the IPL-4.

According to the Ad guru Prahlad Kakar, the reason was a few inconsequential

matches. The quality of cricket also declined.

The movement of most obvious players to other teams was a big challenge for

viewers.

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• The various variables that were assumed & identified according toour secondary research are as follows:

Recent changes in IPL like addition of new teams, switching of players to different teams

Internal factors like time, roles and responsibilities etc.

External factors like other serials, other cricket series (Worldcup), controversies etc.

Viewer’s preference, likings and interests

•  Hypotheses:

H0 These variables doesn’t have an effect on the viewership of 

N IPL 4

H1 These variables does have an effect on the viewership of N

n IPL 4

Developing Hypotheses

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• Descriptive Research

• Convenience sampling

• Sample size is 67

•Tools used - SPSS software

• Tests Applied: Anova, factor analysis, regression, frequency

[SURVEY PREVIEW MODE] IPL-4 new Survey.pdf  

Research Methodology

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 Sum of 

Squares df Mean Square F Sig.

Profession Between

Groups

14.083 5 2.817 7.475 .000

Within Groups 21.855 58 .377

Total 35.938 63Age Between

Groups

1.818 5 .364 1.768 .134

Within Groups 11.932 58 .206

Total 13.750 63

Gender Between

Groups

.915 5 .183 1.059 .392

Within Groups 10.022 58 .173

Total 10.938 63

ANOVA Test (New Teams)

Ho: The opinion that introduction of new teams will make IPL more

interesting does not vary with

H1: The opinion that introduction of new teams will make IPL moreinteresting does vary with

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ANOVA Test (Players Switching Teams)

Sum of 

Squares df Mean Square F Sig.

Profession Between

Groups

13.380 5 2.676 6.881 .000

Within Groups 22.557 58 .389

Total 35.938 63

Age Between

Groups

.471 5 .094 .412 .839

Within Groups 13.279 58 .229

Total 13.750 63

Gender Between

Groups

1.205 5 .241 1.437 .225

Within Groups 9.732 58 .168

Total 10.937 63

Ho: The opinion that players switching teams will make IPL more interesting does not

vary with

H1: The opinion players switching teams will make IPL more interesting does vary

with

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ANOVA Test (Matches Of Particular

Player)

Sum of 

Squares df Mean Square F Sig.

Profession Between Groups 11.250 5 2.250 5.286 .000

Within Groups 24.688 58 .426

Total 35.938 63

Age Between Groups 1.558 5 .312 1.482 .210

Within Groups 12.192 58 .210

Total 13.750 63

Gender Between Groups .920 5 .184 1.066 .389

Within Groups 10.017 58 .173

Total 10.938 63

H0: The preference of watching matches of particular player does not varies with

H1 : The preference of watching matches of particular player does varies with

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ANOVA Test (Matches Of Particular

Teams)Sum of 

Squares df Mean Square F Sig.

Profession Between

Groups

15.111 5 3.022 8.416 .000

Within Groups 20.827 58 .359

Total 35.938 63

Age Between

Groups

1.841 5 .368 1.793 .129

Within Groups 11.909 58 .205

Total 13.750 63

Gender Between

Groups

.485 5 .097 .538 .746

Within Groups 10.452 58 .180

Total 10.938 63

H0: The preference of watching matches of particular team does not varies with

H1 : The preference of watching matches of particular team does varies with

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ANOVA Test (Only Big Matches)

Sum of 

Squares df Mean Square F Sig.

Profession Between

Groups

12.388 5 2.478 6.102 .000

Within Groups 23.549 58 .406

Total 35.938 63

Age Between

Groups

4.609 5 .922 5.849 .000

Within Groups 9.141 58 .158

Total 13.750 63

Gender Between

Groups

.422 5 .084 .465 .801

Within Groups 10.516 58 .181

Total 10.938 63

H0: The preference of watching matches of big significance does not varies with

H1 : The preference of watching matches of big significance does varies with

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ANOVA Test (When Free)

Sum of 

Squares df Mean Square F Sig.

Profession Between

Groups

9.988 5 1.998 4.465 .002

Within Groups 25.949 58 .447

Total 35.938 63

Age Between

Groups

.499 5 .100 .437 .821

Within Groups 13.251 58 .228

Total 13.750 63

Gender Between

Groups

.673 5 .135 .760 .582

Within Groups 10.265 58 .177

Total 10.938 63

H0: The preference of watching matches when free does not varies with

H1 : The preference of watching matches when free does varies with

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• Factor that makes match interesting

Matches of specific players

• Factors affecting negatively

Controversies

Boring Matches

FACTOR ANALYSIS

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• Viewership negatively affected mostly by controversies and boringmatches, constituting 52.3% of variance

• Matches of specific teams positively influence and constitute 61%of variance

• Preferences of viewership varies mostly with profession

• Only preference of viewership of “big matches” varies with Age. • None of the factors varies with gender of the respondents

• Preference to watch matches of particular players is independent of “Player switching team” 

• Preference to watch matches of specific teams is independent of 

“Introduction of new teams” • Maximum respondents suggest the gap between IPL and world cup

should be 3-4 months

FINDINGS

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Thank You