High TVRs could hit IPL ad rates for a six

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The DLF Indian Premier League (IPL) may be just five matches old, but TAM (television audience measurement) figures reveal that the average television ratings (TVRs) of the first three matches outstripped that of rival Indian Cricket League and even bested some of the small box’s most popular K-serials.

While ICL managed an average TVR of only 3, the TVRs of Kyunki Saas Bhi Kabhi Bahu Thi and Kahani Ghar Ghar Ki is 5.5 and 5, respectively. Now that IPL has superseded the competition, Set Max, which is the exclusive IPL telecast partner, is all set to hike the games’ on-air ad rates.

According to TAM, the TVR of the first match between Kolkata Knight Riders and Bangalore Royal Challengers registered 8.78 in Mumbai, 9.42 in Kolkata, 8.05 in Delhi, 3.19 in Chennai, 10.56 in Bangalore, and 8.56 in Hyderabad, with an average of 8.21 in the six cities. The average ratings of the following two matches—Chennai Super Kings vs Kings XI Punjab and Rajasthan Royals vs Delhi Daredevils—was 4.91 and 5.96, respectively.

Media planners are already concerned about the steep ad rates on Set Max, which sold spots for as high as Rs 2 lakh per ten-seconds. However, Sneha Rajani, Sr VP & business head, Set Max, said, “Currently, there is some spot booking going on and we are charging a fair market price.

Now that IPL has proved its merit, I certainly hope that there will be a fair hike in the rates of floating inventories.”

Nandini Dias, COO, Lodestar Universal, said, “We all knew that the initial matches would fetch high numbers because of the curiosity surrounding the IPL. However, the true strength of the tournament can be judged based on the numbers that it will deliver after the first seven days.” Added Punitha Arumugam, group CEO, Madison Media, “If the tournament sustains the same ratings, then Set Max can increase its on-air rates.”