The Hindu Business Line : IPL-2 finals score record ratings

Mumbai, May 25 A grand finale with a nail-biting finish on a Sunday evening led to the highest TVRs recorded at IPL-2 at 8.3 with 11.3 million viewers watching the tournament.

Underdogs Deccan Chargers beating the Royal Challengers with a 6-run margin delivered the maximum eyeballs watching the neck-to-neck match leading to a net reach at 21 per cent, according to aMap. However, IPL-1’s finals between Rajasthan Royals and Chennai Super Kings registered viewership at 8.8 with 8.6 million people, a net reach at 18.5 per cent.

At final count, total FCT (free commercial time) secondage at 1.41 lakh displays an increase of 13 per cent in advertiser activity from last year and cumulative eyeballs (Top 6 metros, C&S4+) at a 419 million, has jumped 20 per cent.

This season’s final match did not experience a change in the viewers’ profile in terms of age, gender and SEC compared to last year.

The geographical factor was the only one that seemed to make an impact, with viewers in Bangalore following the final more closely this year, due to Royal Challengers. Kolkata and Mumbai, on the other hand, showed a sharp decline in interest in the final, as their home teams were the first to be eliminated.

According to aMap, in IPL 2009, total FCT secondage surpassed last season’s total of almost 1.25 lakh on day 32 with five days of the tournament still left, indicating greater exposure for the advertisers.

The very next day, IPL frenzy officially touched a new high with last year’s cumulative eyeballs (Top 6 metros, C&S4+) record of 350 million being overtaken.

In the league phase, the maximum viewership (Top 6 metros, C&S4+) of 9 million was enjoyed by day 28, as table toppers, Delhi Daredevils, were defeated by Kings XI Punjab. A combination of weekend-cum-prime time viewing pushed league phase ratings (Top 6 metros, C&S15+) to their zenith on day 15 (4.8 per cent), as Chennai Super Kings took on Delhi Daredevils.

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