Arguably, brand IPL has all the ingredients to be a blockbuster, and has proved to be a superhit formula to encash sports entertainment both by BCCI and broadcaster Max. But is the high-octane IPL glitz and glamour on the wane? Comparing the average TRPs of the first 6 matches of all five IPL seasons, one sees a consistent declining trend. However, one must also keep in mind that being a cricket event the tournament can always attain its peak towards the end when the excitement level goes up.
But is there a saturation point? Hariharan Vishwanath, National Trading Director, MEC India, who is in-charge of the study on IPL viewership undertaken by MEC every year, does not see IPL 5 beating the IPL4 ratings. According to him, it should stabilise at an Average TVR of 3.4 – 3.8, which is good.
Commenting on the declining viewership trend, Naveen Khemka, Senior Vice-President, ZenithOptimedia India, said,
“The initial euphoria of the IPL has stabilised. We cannot expect ratings to increase every year. Brands have become cautious. Just because it is IPL is not reason enough for them to be willing to pay a premium. They want it at the right price as every marketing rupee spent is under pressure due to margins. As a result some brands have taken a wait-and-watch policy. They will get in only if they are sure the ROI is effective.”