MAM
MEC predicts 2.6% higher TV ratings of IPL 2013
Mumbai: Average television rating for the Indian Premier League is expected to go up from 3.8 last year to 3.9, an increase of 2.6 per cent (15+ years, Male/Female, SEC ABC), as per the IPL TV Rating Estimation Study of MEC, a GroupM media buying and planning agency.
In the sixth season of the event, Mumbai Indians (4.5 TVR), Kolkata Knight Riders (4.2 TVR) and Chennai Super Kings (4.1 TVR) games will have the highest ratings, the study said.
Meanwhile, home team (84 per cent), favourite team (79 per cent) and Indian stars (64 per cent) will continue to be deciding factors to watch a match. And time of the match (49 per cent) is also gaining importance, the report said.
According to the study, MI (23 per cent), Chennai (19 per cent) and KKR (14 per cent) are the most popular teams. Support for Hyderabad has gone up by 200 per cent (2 per cent to 6 per cent), Bangalore has dropped by 50 per cent (12 per cent to 8 per cent)
Also, Sachin Tendulkar (80), MS Dhoni (79), Yuvraj Singh (76), Virat Kohli (74) and Virender Sehwag (73) are the most popular Indian players in the League; Chris Gayle (60), Ricky Ponting (55), Brett Lee (51) and Kevin Pietersen (50) are most popular foreign players.
MEC India MD T Gangadhar said, “Our study suggests that IPL seems to have matured as a property. The study clearly establishes that ratings in the first phase (first 18 games) impact the fate of the entire league. With Pepsi activating their title sponsorship in a big way, the BCCI launching the IPL Fantasy League and India‘s strong performance against Australia, the first stage of the league could get further momentum.”
“We expect the IPL Fantasy League to become a key part of the live broadcast experience and as a result, social chatter around IPL could grow significantly”, Gangadhar added.
Meritus Analytics Managing Partner Sunder Muthuraman also believes that the IPL brand is reflecting the behaviour of a typical mature consumer product. “Our proprietary survey, that is integral to the forecast, shows that there is a segment of audience who will watch more than last year (say, the loyalists) and another segment who will watch lesser (say, the rejecters). Given that the former segment is larger than the latter, the ratings are likely to be marginally higher than in 2012. Given our past successes, we hope our pioneering rating forecast methodology will be adopted by all broadcasters and advertisers.”
The research was conducted in Mumbai, New Delhi, Kolkata, Chennai, Bengaluru, Hyderabad, Jaipur, Pune, Chandigarh and Ahmedabad. As in previous years, the study has been carried out in association with Meritus, WPP‘s analytics company.
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
