Viewership Analysis Of IPL 2016

IT isn't cricket

The cash-and-controversy rich tournament has persevered through a series of

unsavoury happenings since inception

HISTORY OF CONTROVERSY

MASSIVE PUBLIC OUTCRY

SHOCKING EXIT OF TEAMS

WILD CARD ENTRIES….

DISASSOCIATION BY KEY SPONSORS

Theatrics of SponsorshipOct’ 2012: Pepsi bids

Rs396 crs for 5 yrs of IPL title sponsorships starting

2013

Mar’2016: IPL inventory sold out a month in advance!!

Oct’2015: PepsiCo’s premature exit from IPL huge blow to the brand

Mar’2016: Rival Coca Cola joins IPL as Asso Sponsor

Oct’2015: Little known Chinese brand Vivo bags title sponsorship for Rs

200 crs for 2 years

ALL LEADING TO ……

& the list continues….

Viewership Trends during IPL• HSM

• Maharashtra

• West Bengal

• Karnataka

• Andhra Pradesh

• Tamil Nadu

• Kerala

HSM Market

IPL garnered nearly 300 mn impressions in HSM Market

Male (22-50) NCCS AB Data source-BARC

Sony Max viewership more than of GEC channels


Program Performance

Top programs witness fall in viewership


Channel Program Time band Pre-IPL During-IPL % ChangeSTAR Plus Saath Nibhaana Saathiya 1900-1930 3.5 2.8 -20STAR Plus Yeh Rishta Kya Kehlata Hai 2130-2200 2.7 2.3 -16STAR Plus Diya Aur Baati Hum 2100-2130 2.4 1.3 -48

Colors Naagin 2000-2100 2.4 2.9 21Colors Swaragini 2130-2200 2.3 2.0 -10Zee TV Kumkum Bhagya 2100-2130 2.1 1.3 -41Colors Comedy Nights Live 2200-2300 2.1 1.1 -50Colors Balika Vadhu 2000-2030 1.9 1.4 -27Zee TV Ek Tha Raja Ek Thi Rani 2130-2200 1.8 1.6 -13Colors Chakravartin Ashoka Samrat 2100-2130 1.7 2.2 33Colors Sasural Simar Ka 1930-2000 1.5 1.1 -24

STAR Plus Ye Hai Mohabbatein 1930-2000 1.5 1.5 -1Zee TV Yeh Vaada Raha 2200-2230 1.4 1.1 -21Zee TV Sa Re Ga Ma Pa 2130-2230 1.4 1.0 -26Life Ok Savdhaan India 2200-2300 1.4 1.0 -30

STAR Plus Siya Ke Ram 2000-2030 1.4 1.1 -23

Break Performance

Dip in Avg Break TVR during Prime Time – 25% on Star Plus,

15% on Colors


Movies: Drop in PT deliveries

-29% -11% -50%Male (22-50) NCCS AB Data source-BARC

News: Steep drop in PT deliveries in leading news

channels

-62% -38 % -38%


Viewership trend in Maharashtra

IPL garnered 85 mn impressions in Maharashtra market


Sony Max delivers more than the top GEC


Program Performance

Prime Time GEC viewership takes a backseat


CHANNEL PROGRAM PRE-IPL DURING IPL CHANGE %Zee Marathi Chala Hawa Yeu Dya 2.63 2.45 -7Zee Marathi Jai Malhar 2.13 1.70 -20Zee Marathi Asmita 1.73 1.80 4Colors Marathi Dholkichya Talavar 1.48 0.89 -40Zee Marathi Maze Pati Saubhagyavati 1.45 2.01 39Zee Marathi Nanda Saukhyabhare 1.29 1.37 6Zee Marathi Pasant Aahe Mulgi 1.28 2.33 82Colors Marathi Comedychi Jatra 1.18 0.49 -58Zee Marathi Kahe Diya Pardes 1.16 1.18 2Colors Marathi Kamala 0.71 0.80 13Colors Marathi Assa Sasar Surekh Bai 0.67 0.75 12Colors Marathi Comedychi Bullet Train 0.65 0.64 -2

Break Performance

Zee Marathi Break TVR Dips by 12%


Colors Marathi-Break TVR Dips by 15%

0.0

0.2

0.4

0.6

0.8

1.0

PRE IPL DURINGMale (22-50) NCCS AB

Data source-BARC

IPL garnered 18 mn impressions in WB market

The viewership for IPL tournament was slightly higher in Kolkata as compared to West Bengal


Sony Max GRP’s doubles during IPL


Program Performance


Channel Program Pre IPL During IPL % ChangeSTAR Jalsha Punni Pukur 4.1 3.7 -12Zee Bangla Bhutu 4.0 4.4 8STAR Jalsha Kiranmala 3.0 2.6 -16STAR Jalsha Milon Tithi 3.0 2.2 -34Zee Bangla Eso Maa 3.1 2.0 -56STAR Jalsha Bojhena Shey 1.4 1.1 -29Zee Bangla Deep Jwele 2.1 2.2 5STAR Jalsha Chokher Tara 1.6 1.4 -21Zee Bangla Aamar Durga 1.9 1.7 -10STAR Jalsha Phire Ashar 1.5 1.5 -5STAR Jalsha Aaj Aari Kal 1.7 1.4 -20

Male (22-50) NCCS AB Data source-BARC; Program Performance



Break Performance

Significant drop in average Break TVR during Prime Time in leading GEC

-14%-31%Male (22-50) NCCS AB

Data source-BARC; Break Performance

Higher impact on program performance on Zee Bangla

0.0

1.0

2.0

3.0

4.0

5.0

STAR JALSHA

PRE DURING

Male (22-50) NCCS AB Data source-BARC; Break Performance

IPL garnered 10 mn impressions in Karnataka Market


Sony Max viewership more than doubles


Program Performance

Top programs viewership slips by a tad


Channel Program Pre IPL During IPL % ChangeC olors K annada L aks hmi B aramma 7.2 6.8 -5C olors K annada P uttagowri Maduve 6.5 6.9 6C olors K annada Agnis aks hi 6.4 5.9 -8Udaya T V S aks hi 5.4 4.0 -26C olors K annada Akka 5.3 4.3 -19C olors K annada K ulavadhu 4.4 4.5 2Udaya T V F amily Number O ne 4.3 3.7 -15Udaya T V S a R i Ga Ma P a D a Ni 3.8 3.2 -17Zee K annada Gangaa 3.6 2.5 -31C olors K annada K innari 3.6 3.2 -11Zee K annada Mahadevi 3.4 3.6 4Zee K annada Gruha Laks hmi 2.9 2.5 -15

Top programs viewership slips by a tad


Break Performance

IPL has no effect on Viewership


IPL has no effect on Viewership


IPL garnered just 8 mn impressions in AP


Sony Max viewership doubles


Program Performance

Prime time show sees drop in viewership

Channel Program Pre IPL During IPL % ChangeETV Telugu Jabardast 10.4 8.1 -22Maa TV Ashta Chamma 5.7 5.3 -5Maa TV Chinnari Pellikuthuru 5.8 5.0 -13Maa TV Taalikattu Subhavela 4.3 4.2 -3ETV Telugu Manasu Mamatha 4.0 4.1 2Maa TV Shashirekha Parinayam 4.9 4.0 -19ETV Telugu Naa Peru Meenakshi 3.1 3.8 25Maa TV Seethamaalakshmi 5.3 3.8 -30Maa TV Eetharam Illalu 3.7 3.6 -2ETV Telugu Swathi Chinukulu 3.4 3.5 4


Break Performance

Marginal drop in Break TVR ~ 4%


Marginal drop in Break TVR ~ 9%


Brand IPL still strong

IPL 9, a platform• For IPL9, 10-second TV spots to sponsors were sold for Rs 5 to 7 lakhs

• Brands like Vivo, Housing.com, LYF and Havmor have used this platform to launch their maiden television commercials

• Few smartphone brands like Gionee and Micromax used the IPL platform for rebranding through new TVCs

• Their three presenting sponsors are Oppo, Vodafone and Amazon while Coca Cola is the associate sponsor

• While Tata Sky and Free Charge who were the first time sponsors

Top 10 categories on IPL 9 Categories Impressions

in mn

Consumer Electronics 2.9

Online Services / Mobile App 2.3

Hot/Cold Beverages 1.1

Mouth Fresheners 0.8Tyres, Spares, Auto care & Accessories 0.8

White Goods 0.7

Four Wheelers 0.6

Personal Care and Hygiene 0.5

Painting Related 0.5Telecom/Internet Service Providers 0.5

Only Live matches considered

Top Categories and Brands during VIVO IPL

Online Services /

Mobile AppGRP’s : 6247

Hot/Cold Beverages

GRP’s :2885

Consumer Electronics

GRP’s : 7877


Oppo, Amazon, Vimal record maximum impressions during VIVO IPL

GRP’s :3076 Impressions : 1.2 mn

GRP’s :2203 Impressions : 0.9 mn

Impressions : 0.8 mn GRP’s : 2152


Brand IPL valuations soars.....• According to global valuation and corporate finance advisor Duff & Phelps, the value of

brand IPL has jumped to $4.16 billion after the 2016 edition, against $3.5.54 billion in 2015

• Sony completely sold out its ad inventory even before the first ball of the tournament was bowled, clocking in .`1,050 crore

• Vivo paid 26% more than Pepsi to be the title sponsors for the marquee event of Indian sporting calendar

• For IPL 9 saw footfalls of 15,000 to 20,000 spectators every weekend that was a huge hit in the Tier II and III cities

IPL brand valuation soars to $4.16 billion: Duff & Phelps

IPL 9 has raked in advertising revenues to the tune of Rs 1,000 +

crores

FUN. FANS. FANTASTIC.

Documents

Viewership Analysis Of IPL 2016