The final match between the Deccan Chargers and the Bangalore Royal Challengers has beaten all the previous records of viewership to emerge as the programme, which was nearly watched nearly in all the countries of the world.

The viewership this time was substantially higher than last year’s 8.7 million, and in all, the 44-day tournament garnered an impressive viewership of 90 million viewers, with an average of 8 million viewers per match.

There was a sense of apprehension that as the tournament may have odd timing it may not be watched with audience in India and also it was clashing with the general elections in India. But all such premonitions were laid by the wayside, and Lalit Modi, the commissioner of the IPL lived up to his promise of telecasting the matches suited to the Indian timings whereby it was found that close to 25-30% of the total TV viewing population in India watching the IPL this year, making the tournament a big hit.

The viewers may have been happy, but the advertisers were not as happy s they were during the inaugural season of the IPL manifest from the TVRs (television viewer ratings), a key metric for advertisers which failed to match up to the last year’s figure. The match notched a TVR of 8.3%, a figure lower than 8.8% clocked during the finals last year. It however has to be viewed in the context of the elections, which provided the advertisers another platform and if the TVR of elections were also added it indeed would have been a profitable proposition for the advertisers.

The number of people watching the programme determines TVR and the amount of time spent watching that programme. According to the advertises if a programme has a higher reach but lower TVRs, it means that even though more people watched the final this year, the average amount of time spent watching the match was lower than last year.
 
It is worthwhile to point out that the advertising rates for the last three matches of the IPL, the two semi-finals and the final, shot up to Rs 10 lakh for a 10 second spot from Rs 3-4 lakh at the beginning of the tournament.

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3.25 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."

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