New Delhi. The drop in viewership during the first eight matches of IPL 2022 is a matter of concern for the BCCI ahead of the e-auction of media rights for the league for the 2023-27 cycle. TV Ratings (TVR) saw a massive 33 percent drop in the opening week and raised concerns among advertisers and the sports marketing community over the league’s potential. According to data received from customers of BARC India, the first eight matches of IPL 2022 scored a TVR of 2.52 as compared to a TVR of 3.75 in the previous season. Total first week reach also fell by 14 per cent to 229.06 million, down from 267.7 million last year for the 2 plus year population across India. A report states that even during the pre-covid times (2019), the total reach of people was 268 million, while the rating was 3.85 TVR.
Notably, only two matches compared to four matches in the opening week of last season, the first match between Chennai Super Kings and Kolkata Knight Riders and Sunday evening’s match between Punjab Kings and Bangalore Royal Challengers reached over 100 million users. There can be many reasons behind the drop in IPL viewership like scheduling of games, cricket overdose, adding teams etc.
There were no afternoon matches in the first week of IPL during last season, whereas in this season, an afternoon match has brought down the overall ratings. Also, the teams with the most followers RCB, Chennai Super Kings and Mumbai Indians have not played each other, which has not generated the most interest.
Also in the last two years the IPL was disrupted due to COVID-19 and as a result of the lockdown, people were sitting at home and watching more matches. But with the country slowly opening up this year, the audience may have returned to work. IPL fatigue could also be a factor given that many IPL seasons were scheduled in just 18 months.
The BCCI has set a base price of Rs 33,000 crore for IPL media rights for 2023-27 and the board as well as market experts are anticipating high-intense bidding, which is scheduled for June 12. Hence, the BCCI would expect to see an increase in the numbers with the passage of each match week. The good numbers will encourage the right buyers of media to bid higher, which will ultimately help the BCCI to get more money.