MAM
IPL 5 ratings soften, 16 matches notch up 3.65 TVR
MUMBAI: The ratings for the fifth season of the Indian Premier League have failed to improve after a softer opening, while it has started eating into the Hindi general entertainment genre.
The first 16 matches of the IPL have registered an average TVR of 3.65 compared to a 4 TVR in the last season of the tourney.
As per data from TAM Sports, the cumulative reach of the matches (C&S, 4+, All India) have dropped to 123 million viewers, from 127 million last time.
The first seven matches of the current IPL season had delivered an average rating of 3.76 TVR which was lower than the 4.63 TVR that it had notched up last year.
Multi Screen Media (MSM) president network sales, licensing and telephony Rohit Gupta declined to comment on whether the channel would manage to achieve growth this year. In the fourth edition of the IPL, MSM had posted an advertising revenue of Rs 9 billion.
For the record, the broadcaster has only six sponsors on board with Vodafone and Idea 3G smart phone as co-presenting sponsors and Cadbury‘s Dairy Milk, Havells, Pepsi and Tata Photon as associate sponsors.
GroupM CEO South Asia Vikram Sakhuja says that re-calibration of rates is needed. “The IPL is still a very good property and it is maturing. The first week‘s data was around 10-11 per cent less than last year. The second week‘s ratings are almost similar to what was managed last year.
Overall, so far the ratings are six to seven per cent lower. I think that the event could manage a similar performance to last year with a possible positive or negative difference of four to five per cent. Even with properties like ‘KBC‘ you see a bit of a drop from one season to the next. What you hope for is that the ratings at least hold steady.”
He notes that one good thing about this edition of the IPL is that there have been more close encounters compared to last year. “Both of yesterday‘s matches went down to the wire. That should help viewership.”
More micro-marketing efforts are needed at this stage of the event. “This means building anticipation for daily clashes and better marketing of day to day matches is needed. This effort needs to come from everybody including the broadcaster and franchises,” Sakhuja says.
Commune Sports and Entertainment MD Jamie Stewart continues to stay bullish on the IPL. “Although the ratings have dropped, I think the IPL is still a valuable property. Even at the current level, the rating is decent.”
Stewart believes the franchises should not have upset the applecart by revamping their teams as that leads to dilution in fan loyalty. “I think the change in teams last year was complete madness as many of the franchises had to start building their fan base right from the scratch,” he adds.
Also Read:
IPL knocks out 51 Hindi GEC GRPs
Weak IPL5 ratings cause for concern
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
