After fourplay, IPL loses appeal among cricket enthusiasts

The Indian Premier League (IPL) has a new record. Latest TRP figures show that the ratings have hit a new low of 3.84. This reading after 59 matches in IPL-4 is a far cry from the healthy 5.36 ratings of the IPL 3.

For the first time in four seasons, last week the TAM ratings dropped below the 4-figure mark, losing viewership of more than 25%. This week’s ratings show a lost viewership of over 28%. The slumping ratings seem to have forced the markets into recalibration mode. A market analyst said: “These are never seen before ratings. The downward spiral has been gradual and sharp.”

The slump has come as a setback for broadcasters. The markets are not sure if broadcasters will be able sell the ad slots they reserved for the play-offs.

One of the reasons, experts say, is that the quality of cricket has taken a beating. While IPL founder Lalit Modi expressed his sadness at the new low, ad guru Prahlad Kakar put the reason down to very few inconsequential matches.

Another key reason could be an overdose of cricket. Also, IPL-4 comes after a highly successful World Cup where India lifted the trophy after 28 years. During previous IPLs — in 2009 and 2010 — the ICC tournaments had followed the league. In addition, with most teams changing players, the loyalty factor is missing.

Last week, Mumbai Indians attracted a healthy rating of over 4 but other matches, including the high-profile game between Kolkata Knight Riders and Royal Challengers Bangalore, delivered a low rating of 2.74. Kakar had a ready explanation: “Matches involving Mumbai and Sachin Tendulkar will attract good ratings. Only Tendulkar sells.”

The BCCI, however, says it cannot be driven by the TRPs. “You should ask Max (the broadcasters) for the ratings. We have nothing to say,” said Sundar Raman, COO of the IPL. Sony head honcho Sneha Rajani refused to comment.