MAM
IPL sees drop in female viewership: Percept
MUMBAI: The viewership of the Indian Premier League has stabilised after going through a ‘level shift‘ or sudden drop in viewership, according to an analytical report by Percept Media Lab.
Although the initial three weeks of IPL season 5 have attracted slightly lower ratings/GRP as compared to IPL season 4, the trend and statistical norms seem to suggest that any further steep fall or increase in viewership will be arrested and it is likely to stabilize around 30-35 GRPs/match.
This is normally seen with any time-series data, the report added.
During season one, the IPL generated an average ratings of 45 GRPs per match. Currently, the same figure for the same period for IPL-5 stands at 32 GRP’s.
The report states that the viewership has dropped since the initial attraction and draw of sports combined with glamour has worn off, and there is no longer a ‘novelty’ around the IPL concept.
While the IPL has retained its core Male TG, the share of its Female audience has shrunk considerably. The share of Female SEC ABC has dropped to 10 per cent from 13 per cent in IPL-4. In fact, the gap between GEC shares at 8 per cent and IPL shares have narrowed down considerably.
For Male SEC AB segment, the IPL still accounts for 20 per cent of their viewing time (Channel shares), higher than the cumulative shares of the GEC genre, the report stated further.
There has also been a decline in both, advertisers and the ad volumes in the last two IPL seasons.
The report reveals that IPL season 4 saw only one per cent growth in ad volumes and 10 per cent growth in advertisers compared to IPL season 3, whereas IPL season 5 has witnessed a drop of 18 per cent in volumes and 31 per cent in advertisers.
The increasing cost of advertising coupled with downward level shift has also kept advertisers away.
MAM
McDonald’s India CBO Arvind RP exits after seven years
The chief business officer exits after a stint that took him from marketing to leading South India operations.
MUMBAI: Arvind RP is out. The chief business officer of McDonald’s India has stepped down from the fast-food giant after more than seven years, and is currently serving out his notice period.
It is a significant exit. Arvind joined McDonald’s India in 2019 as director of marketing and communications, a fairly conventional brief, but steadily accumulated responsibilities until he was running the profit and loss for the company’s entire South India operation, with store operations, new outlet development, marketing, human resources and training all falling under his remit.
In a LinkedIn post, he was characteristically warm about his time there. “Looking back, many of the moments that stand out in my career aren’t just about outcomes or milestones; they’re about the incredible people who were part of the journey,” he wrote, adding that he had been “lucky to be surrounded by fantastic team members.”
Before McDonald’s, Arvind spent six years at skincare chain Kaya, where he led marketing and analytics, overseeing brand-building, product innovation and digital and customer relationship management. His career spans a remarkable sweep of Indian industry: retail at Levi Strauss & Co, consumer goods at Britannia Industries, and automobiles at TVS Motor Company, where he also took an international posting in Jakarta.
With 25 years of experience across quick-service restaurants, beauty, fashion and FMCG, Arvind will not be short of takers. The only question is who moves first.
