1. IT isn't cricket

2. The cash-and-controversy rich tournament has persevered
through a series of unsavoury happenings since inception

8. Theatrics of Sponsorship
Oct’ 2012: Pepsi bids
Rs396 crs for 5 yrs of IPL
title sponsorships starting
2013
Mar’2016: IPL inventory sold out a month in advance!!
Oct’2015: PepsiCo’s
premature exit from IPL
huge blow to the brand
Mar’2016: Rival Coca Cola
joins IPL as Asso Sponsor
Oct’2015: Little known
Chinese brand Vivo bags
title sponsorship for Rs
200 crs for 2 years

10. & the list continues….

12. Viewership Trends during IPL
• HSM
• Maharashtra
• West Bengal
• Karnataka
• Andhra Pradesh
• Tamil Nadu
• Kerala

13. HSM Market

14. IPL garnered nearly 300 mn impressions in
HSM Market
Male (22-50) NCCS AB
Data source-BARC

15. Sony Max viewership more than of GEC
channels
Male (22-50) NCCS AB
Data source-BARC

16. Program Performance

17. Top programs witness fall in viewership
Male (22-50) NCCS AB
Data source-BARC
Channel Program Time band Pre-IPL During-IPL % Change
STAR Plus Saath Nibhaana Saathiya 1900-1930 3.5 2.8 -20
STAR Plus Yeh Rishta Kya Kehlata Hai 2130-2200 2.7 2.3 -16
STAR Plus Diya Aur Baati Hum 2100-2130 2.4 1.3 -48
Colors Naagin 2000-2100 2.4 2.9 21
Colors Swaragini 2130-2200 2.3 2.0 -10
Zee TV Kumkum Bhagya 2100-2130 2.1 1.3 -41
Colors Comedy Nights Live 2200-2300 2.1 1.1 -50
Colors Balika Vadhu 2000-2030 1.9 1.4 -27
Zee TV Ek Tha Raja Ek Thi Rani 2130-2200 1.8 1.6 -13
Colors Chakravartin Ashoka Samrat 2100-2130 1.7 2.2 33
Colors Sasural Simar Ka 1930-2000 1.5 1.1 -24
STAR Plus Ye Hai Mohabbatein 1930-2000 1.5 1.5 -1
Zee TV Yeh Vaada Raha 2200-2230 1.4 1.1 -21
Zee TV Sa Re Ga Ma Pa 2130-2230 1.4 1.0 -26
Life Ok Savdhaan India 2200-2300 1.4 1.0 -30
STAR Plus Siya Ke Ram 2000-2030 1.4 1.1 -23

18. Break Performance

19. Dip in Avg Break TVR during Prime Time –
25% on Star Plus, 15% on Colors
Male (22-50) NCCS AB
Data source-BARC

20. Movies: Drop in PT deliveries
Male (22-50) NCCS AB
Data source-BARC

21. News: Steep drop in PT deliveries in leading
news channels
Male (22-50) NCCS AB
Data source-BARC

22. Viewership trend in Maharashtra

23. IPL garnered 85 mn impressions in Maharashtra
market
Male (22-50) NCCS AB
Data source-BARC

24. Sony Max delivers more than the top GEC
Male (22-50) NCCS AB
Data source-BARC

25. Program Performance

26. Prime Time GEC viewership takes a
backseat
Male (22-50) NCCS AB
Data source-BARC
CHANNEL PROGRAM PRE-IPL DURING IPL CHANGE %
Zee Marathi Chala Hawa Yeu Dya 2.63 2.45 -7
Zee Marathi Jai Malhar 2.13 1.70 -20
Zee Marathi Asmita 1.73 1.80 4
Colors Marathi Dholkichya Talavar 1.48 0.89 -40
Zee Marathi Maze Pati Saubhagyavati 1.45 2.01 39
Zee Marathi Nanda Saukhyabhare 1.29 1.37 6
Zee Marathi Pasant Aahe Mulgi 1.28 2.33 82
Colors Marathi Comedychi Jatra 1.18 0.49 -58
Zee Marathi Kahe Diya Pardes 1.16 1.18 2
Colors Marathi Kamala 0.71 0.80 13
Colors Marathi Assa Sasar Surekh Bai 0.67 0.75 12
Colors Marathi Comedychi Bullet Train 0.65 0.64 -2

27. Break Performance

28. Zee Marathi Break TVR Dips by 12%
Male (22-50) NCCS AB
Data source-BARC

29. Colors Marathi-Break TVR Dips by 15%
0.0
0.2
0.4
0.6
0.8
1.0
PRE IPL DURING
Male (22-50) NCCS AB
Data source-BARC

31. IPL garnered 18 mn impressions in WB
market
The viewership for IPL tournament was slightly higher in Kolkata as compared to West
Bengal
Male (22-50) NCCS AB
Data source-BARC

32. Sony Max GRP’s doubles during IPL
Male (22-50) NCCS AB
Data source-BARC

33. Program Performance

34. Prime Time GEC viewership takes a
backseat
Channel Program Pre IPL During IPL % Change
STAR Jalsha Punni Pukur 4.1 3.7 -12
Zee Bangla Bhutu 4.0 4.4 8
STAR Jalsha Kiranmala 3.0 2.6 -16
STAR Jalsha Milon Tithi 3.0 2.2 -34
Zee Bangla Eso Maa 3.1 2.0 -56
STAR Jalsha Bojhena Shey 1.4 1.1 -29
Zee Bangla Deep Jwele 2.1 2.2 5
STAR Jalsha Chokher Tara 1.6 1.4 -21
Zee Bangla Aamar Durga 1.9 1.7 -10
STAR Jalsha Phire Ashar 1.5 1.5 -5
STAR Jalsha Aaj Aari Kal 1.7 1.4 -20
Male (22-50) NCCS AB
Data source-BARC; Program Performance

35. Prime Time GEC viewership takes a backseat
Male (22-50) NCCS AB
Data source-BARC

36. Break Performance

37. Significant drop in average Break TVR during Prime Time in
leading GEC
Male (22-50) NCCS AB
Data source-BARC; Break Performance

38. Higher impact on program performance on
Zee Bangla
0.0
1.0
2.0
3.0
4.0
5.0
STAR JALSHA
PRE DURING
Male (22-50) NCCS AB
Data source-BARC; Break Performance

40. IPL garnered 10 mn impressions in
Karnataka Market
Male (22-50) NCCS AB
Data source-BARC

41. Sony Max viewership more than doubles
Male (22-50) NCCS AB
Data source-BARC

42. Program Performance

43. Top programs viewership slips by a tad
Male (22-50) NCCS AB
Data source-BARC
Channel Program Pre IPL During IPL % Change
Colors Kannada Lakshmi Baramma 7.2 6.8 -5
Colors Kannada Puttagowri Maduve 6.5 6.9 6
Colors Kannada Agnisakshi 6.4 5.9 -8
Udaya TV Sakshi 5.4 4.0 -26
Colors Kannada Akka 5.3 4.3 -19
Colors Kannada Kulavadhu 4.4 4.5 2
Udaya TV Family Number One 4.3 3.7 -15
Udaya TV Sa Ri Ga Ma Pa Da Ni 3.8 3.2 -17
Zee Kannada Gangaa 3.6 2.5 -31
Colors Kannada Kinnari 3.6 3.2 -11
Zee Kannada Mahadevi 3.4 3.6 4
Zee Kannada Gruha Lakshmi 2.9 2.5 -15

44. Top programs viewership slips by a tad
Male (22-50) NCCS AB
Data source-BARC

45. Break Performance

46. IPL has no effect on Viewership
Male (22-50) NCCS AB
Data source-BARC

47. IPL has no effect on Viewership
Male (22-50) NCCS AB
Data source-BARC

49. IPL garnered just 8 mn impressions in AP
Male (22-50) NCCS AB
Data source-BARC

50. Sony Max viewership doubles
Male (22-50) NCCS AB
Data source-BARC

51. Program Performance

52. Prime time show sees drop in viewership
Channel Program Pre IPL During IPL % Change
ETV Telugu Jabardast 10.4 8.1 -22
Maa TV Ashta Chamma 5.7 5.3 -5
Maa TV Chinnari Pellikuthuru 5.8 5.0 -13
Maa TV Taalikattu Subhavela 4.3 4.2 -3
ETV Telugu Manasu Mamatha 4.0 4.1 2
Maa TV Shashirekha Parinayam 4.9 4.0 -19
ETV Telugu Naa Peru Meenakshi 3.1 3.8 25
Maa TV Seethamaalakshmi 5.3 3.8 -30
Maa TV Eetharam Illalu 3.7 3.6 -2
ETV Telugu Swathi Chinukulu 3.4 3.5 4
Male (22-50) NCCS AB
Data source-BARC

53. Break Performance

54. Marginal drop in Break TVR ~ 4%
Male (22-50) NCCS AB
Data source-BARC

55. Marginal drop in Break TVR ~ 9%
Male (22-50) NCCS AB
Data source-BARC

56. Brand IPL still strong

57. IPL 9, a platform
• For IPL9, 10-second TV spots to sponsors were sold for Rs 5 to 7 lakhs
• Brands like Vivo, Housing.com, LYF and Havmor have used this platform to launch their
maiden television commercials
• Few smartphone brands like Gionee and Micromax used the IPL platform for rebranding
through new TVCs
• Their three presenting sponsors are Oppo, Vodafone and Amazon while Coca Cola is the
associate sponsor
• While Tata Sky and Free Charge who were the first time sponsors

58. Top 10 categories on IPL 9
Categories Impressions
in mn
Consumer Electronics 2.9
Online Services / Mobile App 2.3
Hot/Cold Beverages 1.1
Mouth Fresheners 0.8
Tyres, Spares, Auto care &
Accessories 0.8
White Goods 0.7
Four Wheelers 0.6
Personal Care and Hygiene 0.5
Painting Related 0.5
Telecom/Internet Service Providers 0.5
Only Live matches considered

59. Top Categories and Brands during VIVO IPL
Online Services /
Mobile App
GRP’s : 6247
Hot/Cold
Beverages
GRP’s :2885
Consumer
Electronics
GRP’s : 7877
Only Live matches considered

60. Oppo, Amazon, Vimal record maximum impressions
during VIVO IPL
GRP’s :3076 Impressions : 1.2 mn
GRP’s :2203 Impressions : 0.9 mn
Impressions : 0.8 mnGRP’s : 2152
Only Live matches considered

61. Brand IPL valuations soars.....
• According to global valuation and corporate finance advisor Duff & Phelps, the
value of brand IPL has jumped to $4.16 billion after the 2016 edition, against
$3.5.54 billion in 2015
• Sony completely sold out its ad inventory even before the first ball of the
tournament was bowled, clocking in .`1,050 crore
• Vivo paid 26% more than Pepsi to be the title sponsors for the marquee event of
Indian sporting calendar
• For IPL 9 saw footfalls of 15,000 to 20,000 spectators every weekend that was a
huge hit in the Tier II and III cities

62. IPL brand valuation soars to $4.16 billion: Duff &
Phelps

63. IPL 9 has raked in advertising revenues to the
tune of Rs 1,000 + crores

64. FUN. FANS. FANTASTIC.