Tapping the kid power during IPL3
According to TAM data for all India market for the period March 12 to April 3, in the age group of 4-14 years, IPL 3 has received a viewership contribution of 17 per cent, which higher than the inaugural season of IPL, but is the same percentage as that of IPL2. How can marketers tap this segment during IPL? Is is impacting viewership of kids’ channels? exchange4media finds out from media planners.
According to TAM data for all India market for the period March 12 to April 3, in the age group of 4-14 years, IPL 3 has received a viewership contribution of 17 per cent, which higher than the inaugural season of IPL, which was at 16 per cent, but is the same percentage as that of IPL2.
However, although the contributory viewership of kids during IPL3 is higher than IPL1, it is only a marginal increase. While it is not clear as to whether these numbers will have any impact on kids channels, but media planners certainly see them as good numbers and that it only reiterates the fact that IPL is family entertainment.
While most ads during IPL are skewed towards the 18-45 age group, IPL3 has seen more and more women and kids watching it. But, how much do these numbers matter? How can marketers tap this segment during IPL? Is is impacting viewership of kids’ channels? exchange4media finds out from media planners.
According to Rajneesh Chaturvedi, National Director, MEC Access, “These are robust numbers within this age group, and as compared to the normal kids’ channels, these are slightly better off. In fact, these numbers show that IPL cuts across age groups.”
Venkata Subramanian, VP, Lintas Media Group, observed, “I believe this audience is coming by default, it is a good percent, but that does not mean we can target them through cricket as they (4-14 years) are reached through kids’ channels.”
Besides the contributory viewership of the 4-14 age group, about 40 per cent of viewership contribution during IPL3 is coming from the 35+ age group. This again is marginally higher than the viewership share witnessed during the previous two IPL seasons. The second highest viewership contribution is from the 15-24 age group, which has contributed 24 per cent viewership during the first 33 matches, that is, from the period March 12 to April 3. However the viewership contribution of this age group has dipped slightly. The previous two seasons of IPL had seen a viewership contribution of 25 per cent.
