IPL accumulated more viewers than ICC T20 World Cup: TAM Media Research

Following the recent culmination of IPL2 and with the ICC T20 World Cup just round the corner, TAM Media Research undertook a study to compare the performance and deliveries of both these popular cricket properties. The study indicates that IPL has managed more eyeballs than T20 World Cup, with numbers coming in from markets other than the metros. However, the reach build-up for IPL is lower than T20.

When the top lines from the study is observed, on ratings comparison, IPL 2008 has the highest rating of 4.81per cent, whereas the ICC T20 World Cup 2007 on ESPN got 2.35 per cent. However, matches played by India got a rating of 6 per cent (including the finals, which garnered a rating of 8.46 per cent). Looking at league matches, India’s Group and Super 8 matches in the T20 World Cup 2007 got 4.9 per cent TVR, whereas league matches in IPL 2008 got a TVR of 4.64 per cent. League matches in IPL 2009 garnered 3.99 per cent TVR.

Ratings Comparison

The market profile shows that while maximum contribution to viewership for the three tournaments is from the six metros, contribution from markets other than the metros increased for IPL 2008 and 2009. Mumbai is the highest contributor for all three tournaments, contributing 15 per cent to ICC T20 World Cup and IPL 2008, and 14 per cent to IPL 2009.

Market Profile

The profile of audience has been similar for T20 World Cup and IPL 2008. With more matches being played during the evening time band, when the CS 4-14 TG’s presence is maximum, the contribution from this TG has increased by 2 per cent for IPL 2009. CS 35+ contributes the maximum to all the tournaments.

Audience Profile

When the audiences reached is seen, the study shows that the reach levels of ICC T20 World Cup till the semi-finals were lesser than that of both IPL seasons. The finals, however, brought in 8 per cent more audience to increase the overall reach of the tournament to the level of IPL. While IPL 2008 reached 78 per cent of the universe, ICC T20 World Cup reached 65 per cent.

Audiences Reached

Reach levels of ICC T20 World Cup till the semi-finals were lesser than that of both IPL seasons. The finals, however, brought in 8 per cent more audience to increase the overall reach of the tournament to the level of IPL. While IPL 2008 reached 78 per cent of the universe, ICC T20 World Cup reached 65 per cent.