The on-going edition of the Indian Premier League (IPL) has met with a cold response in comparison to its earlier three seasons, so say media buyers, experts as well as viewership ratings. However, despite the television rating points (TRPs) not having sky-rocketed this year, IPL?s reach has improved this season, surpassing the reach obtained during the previous years. According to TAM Sports data, IPL 2011 has reached 146.4 million viewers in only 36 matches as compared to IPL 2010 that took the entire season of 60 matches to reach 143.7 million viewers. In season 1 and 2, IPL reached 102.4 and 122.7 million viewers, respectively. TRPs of a particular programme are calculated on the basis of time spent on it by the viewer. TRPs of every show add up to constitute the overall gross rating points (GRPs) of a channel. On the other hand, channel reach is obtained from the number of viewers reached by a channel through its shows. Multi Screen Media (MSM), the owner of SET Max which is the official broadcaster of IPL, is satisfied with this season?s increased reach.
Rohit Gupta, president, MSM said, ?TRPs are not indicative of channel reach. TRPs are low because the average time spent by the viewer is 6% less, as compared to the other seasons. However, this year?s reach is the maximum that IPL has recorded, indicating that more people are tuning into matches. With the final stages coming up, we expect the reach to grow further.?
He also mentioned that advertising rates for the last few games are expected to triple. ?Rates for a 10-second ad spot could go up to R15 lakh towards the end.? This season?s opening game between Chennai Super Kings and Kolkata Knight Riders obtained a TRP of 7.77, higher than the opening matches in season 2 (5.55 points) and 3 (6.95 points), but lesser than that of season 1 (8.21 points). In the second match between Deccan Chargers and Rajasthan Royals, TRPs fell sharply to 2.54. Further on, the average ratings of the first 15 matches in IPL4 stood at 4.34, lower than that of 5.31 during last season and 5.58 during the inaugural edition in 2008.