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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.
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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.
