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MEC's estimate for IPL viewership hits bulls eye
MEC's estimate for IPL viewership hits bulls eye
By: iMedia News Bureau

Media agency, MEC’s estimation for IPL viewership has hit spot on. This year MEC is proud that the estimated TVR of 3.8 is accurate. This figure was the actual available ratings from 70 matches of 72 lead matches and the sample included adults of age 15+, SEC ABC.

For the past four seasons, MEC has been regularly predicting TV viewership ratings for IPL to help marketers and advertisers. MEC conducted the estimation for IPL season 5 by using General Linear Model using data from past IPL Seasons as well as PUT (People using television) and channel share. Variable factors such as team popularity, time of telecast, day of the week as well as popularity of programming on other channels are very much taken into consideration.

This study was undertaken by MEC using a customized consumer research program and constituted a sample size of 100 per market across the nine IPL cities Mumbai, Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Pune, Chandigarh and Jaipur..

Shubha George, Chief Operating Officer, MEC South Asia said, “We take pride in being able to correctly estimate the Television Viewership Rating for such a high profiled tournament like IPL 5. In spite of the negative press surrounding it, the quality of cricket in this year’s IPL and the passion that average Indians have for the game ensured that a 2.5 % increase in viewership from the last IPL season.”

The team ratings for 5 out of 9 teams including Deccan Chargers, Delhi Daredevils, Kolkata Knight Riders, Kings XI Punjab and Rajasthan Royals are within 10 % of MEC’s estimate. PT ratings are 4.1 as regards to MEC’s estimate of 4.3. Off prime rates are correspondingly higher.

Shubha further added, “Though our predictions have been bang on, there have been some cumulative learning’s as well this year. The new understanding we have from our analysis is that time and day of the match has the highest influence on TV viewership ratings. Spikes for favourite teams, while existent, do not have a profound influence as estimated.”