Final IPL match between CSK and RCB scores 6.96 TVR

The fourth season of the tournament has averaged at 3.91 TVR. In 2010, the tournament had scored a 5.51 TVR, while in 2009, the average stood at 4.66 TVR. In its first season, the tournament rated 5.39 TVR.

The final result of the fourth season of the Indian Premier League (IPL) is out. And, the verdict is that the tourney could not stir the cricket-hungry nation's zest with the same vigour as it had done in the last three tournaments.

The final match that took place between the Chennai Super Kings (CSK) and Royal Challenge Bangalore (RCB) on May 28, scored a TVR of 6.96.

When compared to the last three seasons, the final match of IPL4 has scored the least. Consider this -- in its debut season (2008), the tourney's final match between CSK and Rajasthan Royals (RR) had scored an 11.69 TVR, while during its second edition, the final match between Deccan Chargers Hyderabad (DC) and RCB, garnered a TVR of 10.70. Meanwhile, it was the third season finals (CSK versus Mumbai Indians) that took the cake with the highest TVR, as compared to the other editions -- 12.85 TVR.

The overall rating of IPL4 is also low as compared to the earlier editions. The fourth season of the tournament has averaged at 3.91 TVR. In 2010, the tournament had scored a 5.51 TVR, while in 2009, the average stood at 4.66 TVR. In its first season, the tournament rated 5.39 TVR.

Speaking to afaqs!, Anita Nayyar, chief executive officer, Havas Media, South Asia, says, "The debut season of any fresh format generates maximum curiosity. With familiarity, a sense of fatigue seeps in. Also, this year, there was an overdose of cricket. Therefore, while initially, with India winning the World Cup, cricket sentiments were high which delivered good ratings for the IPL, with time, the number of eyeballs began to diminish."

Also, as against the last three seasons, IPL4 had the maximum number of matches. While it was 59 matches, each in IPL1 and 2, it was 60 matches in IPL3 and IPL4, in the latest edition. The shuffling of players across teams is another reason for the fall in viewership, opine many.

However, in terms of reach, IPL4 has earned the highest numbers as compared to IPL1, 2 and 3. According to TAM Sports (C&S4+, 6 metros), the DLF IPL 2011 has garnered a consolidated reach of 58,831,000 viewers.

During Season 1, the IPL had reached out to 41,949,000 viewers while in Season 2, it was 47,100,000. In Season 3, the tourney's viewership reach was 55,481,000.

Nevertheless, in terms of revenue, IPL still remains a profitable property for the MSM network. While, with a drop in TV viewership, there was a demand amongst advertisers to reduce the ad rates, MSM has managed to rake in approximately Rs 1,000 crore in revenues.

"While MSM was expecting to garner revenues in excess of Rs 1,000 crore, the network's revenues from the property will not exceed the Rs 1,000-crore mark, due to the fall in TV ratings and advertisers wanting to re-negotiate the ad rates," says a top media executive, on conditions of anonymity.

For the record, MSM began selling the ad spots for the new IPL season at Rs 5.5 lakh and with time, it upped the rates to Rs 6.5 lakh per 10-second spot. The last four matches were sold for Rs 15 lakh per 10 second spot. Last year, the broadcaster had started selling its initial inventory to advertisers for Rs 5 lakh per 10-second spot. During IPL4, there were approximately 70 advertisers on board.

In 2010, the league had reaped more than Rs 700 crore in advertising revenue for the network. SET Max, on which the game is telecast, minted about Rs 300 crore from IPL Season 1, and about Rs 500 crore from IPL Season 2, held in South Africa.