|  TV trends in IPL Season 1 -
October 25th, 2008
About 78% of the viewers of general entertainment channels watched the matches. Many felt a vacuum when the season ended
50% of IPL viewers compromised their TV schedules for the IPL matches. Chennai (80%) and Hyderabad (77%) sacrificed the most.
42% sacrificed daily family soaps and serials. In Delhi, Kolkata and Bangalore, it was more than 50%.
25% sacrificed reality shows and music.
68% planned their viewing of matches well in advance.
57% came home early from office.
60% restrained themselves from going out to malls and restaurants during IPL match timings.
More than 60% of viewers in Delhi, Hyderabad, Chennai, Chandigarh and Mohali felt a vacuum when Season 1 ended.
82% of the TV audience in West Bengal consisted of walk-ins. West Bengal recorded the highest walk-ins.
84% of the total Hyderabad TV audience consisted of walk-ins. Among metro audiences, Hyderabad recorded the highest percentage of walk-ins.
4.8 was the average TVR for the matches. Among the metros, Mumbai, Kolkata and Hyderabad beat the all-India average TVR (the percentage of viewers watching a particular TV programme at a certain time).
9.8 was the highest TVR for a match—the final. The second highest TVR was for the first match of the tournament—a TVR of 7.2.
78% of the viewers of general entertainment channels (Sony, Zee TV, Star Plus) watched the matches. TVRs for programmes on sports increased by 15 points over the previous period (18 February to 31 March).
78% of the total TV audience watched the matches. That totals 102.6 million viewers.
88 advertisers signed up for the tournament. The number of advertisers shot up to 40 for the final match, the maximum number for a single match. Total spending on ads by 154 brands for the tournament touched Rs244 crore
There was an 8% increase in male viewership during IPL. The number of walk-ins was more in the age group of 35-plus. There was a 6% increase in SEC A viewership. An overall increase was seen throughout SEC A and B, the two highest socio-economic classes of urban Indian households.
Source: TAM and MindShare-Mint-Synovate Study
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