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MEC was spot on in IPL 5 viewership ratings estimation

MEC had estimated a TVR of 3.8, and that is what it has turned out to be. Team ratings for 5 out of 9 teams are within 10 per cent of MEC’s estimate

BestMediaInfo Bureau | Delhi | May 30, 2012

Media agency MEC has announced that they have hit the IPL 5 viewership rating estimation spot on. For the past four seasons, MEC has been regularly predicting TV viewership ratings for IPL to help marketers and advertisers. This year, despite the controversies around the game, MEC estimated a TVR of 3.8. MEC is proud that the estimated TVR of 3.8 is accurate. This figure was the actual available ratings from 70 matches of 72 lead matches and the sample included adults of age 15+, SEC ABC.

MEC conducted the estimation for IPL 5 by using General Linear Model using data from past IPL seasons as well as PUT (People Using Television) and channel share. Variable factors such as team popularity, time of telecast, day of the week as well as popularity of programming on other channels are very much taken into consideration.

This study was undertaken by MEC using a customised consumer research programme and constituted a sample size of 100 per market across the nine IPL cities of Mumbai, Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Pune, Chandigarh and Jaipur..

Shubha George, Chief Operating Officer, MEC South Asia, said, “We take pride in being able to correctly estimate the Television Viewership Rating for such a high profile tournament like IPL 5. In spite of the negative press surrounding it, the quality of cricket in this year’s IPL and the passion that average Indians have for the game ensured that a 2.5 per cent increase in viewership from the last IPL season.”

The team ratings for 5 out of 9 teams including Deccan Chargers, Delhi Daredevils, Kolkata Knight Riders, Kings XI Punjab and Rajasthan Royals are within 10 per cent of MEC’s estimate. Prime time ratings are 4.1 vis-à-vis MEC’s estimate of 4.3. Off prime rates are correspondingly higher.

George further said, “Though our predictions have been bang on, there have been some cumulative learnings as well this year. The new understanding we have from our analysis is that time and day of the match has the highest influence on TV viewership ratings. Spikes for favourite teams, while existent, do not have a profound influence as estimated.”

Also read: IPL 5 viewership likely to stabilise at lower peak levels: MEC study

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