The fourth season of the IPL is witnessing the lowest TRPs. The decline in viewership could be due to the afternoon telecast of these matches, the World Cup hangover and the steady erosion of the brand equity of this cricket jamboree

A few media reports have appeared which say that the current season of the Indian Premier League (IPL) has opened to the lowest-ever television rating points (TRPs) since its inception. The decline in viewership has been attributed to the scheduling of the matches in the afternoon, and the post-World Cup lull among cricket lovers.

The first 15 IPL matches this year recorded a TVR of 4.36, almost 18% lower than last season. It is also lower than IPL-season 2, when ratings dropped as the tournament was shifted to South Africa.

Moneylife had reported on 8th April on the possibility of decline in the popularity of IPL. (Will IPL4 disappoint on the business front?).

A forecast was made by the Brand Finance Study, which reported that the brand value of IPL has dropped by 11%. Reports of ballooning costs started coming in, after the auctions which saw players being signed in at eye-dropping amounts.

The buzz surrounding the tournament is lacking. Many advertisers had earlier reserved their resources for the IPL, which was regarded as more popular with women. However, with the World Cup seeing phenomenal ratings pouring in, they rushed for advertising spots which were booked at exorbitant rates. Therefore, many of these advertisers exhausted themselves with the World Cup. For more visit: Moneylife.in

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