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March 24, 2013
Key findings of the study were:
Said T Gangadhar, Managing Director, MEC India, “Our study suggests that the IPL has matured as a property. The study clearly establishes that ratings in the first phase (first 18 games) impacts the fate of the entire league. With Pepsi activating their title sponsorship in a big way, the BCCI launching the IPL Fantasy League and India’s strong performance against Australia, the first stage of the league could get further momentum.
We expect the IPL Fantasy League to become a key part of the live broadcast experience and as a result, social chatter around IPL could grow significantly”, Gangadhar added.
Sunder Muthuraman, Managing Partner, Meritus Analytics, also believes that the IPL brand is reflecting the behaviour of a typical mature consumer product. “Our proprietary survey, that is integral to the forecast, shows that there is a segment of audience who will watch more than last year (say, the loyalists) and another segment who will watch lesser (say, the rejecters). Given that the former segment is larger than the latter, the ratings are likely to be marginally higher than in 2012. Given our past successes, we hope our pioneering rating forecast methodology will be adopted by all broadcasters and advertisers”, Sunder concluded.