14% rating boost over '08 for IPL-3: MEC

The matches of the third edition of T20 cricketainment extravaganza, the Indian Premier League (IPL), are likely to suck in 14% higher television ratings than those drawn by IPL-2 encounters ” that is the conclusion of Mediaedge:cia's (MEC) annual "Food for Thought' survey.

The survey's assessment of the IPL's prodigious appeal is borne out by the fact the inaugural IPL-3 clash ” between Kolkata Knight Riders and Hyderabad's Deccan Chargers ” registered 10% more commercial advertising time on television than the season starters of 2008 and 2009.

As for the "Food for Thought' survey, it estimates that the 60 matches constituting the 43-day fiesta will garner an average television rating of 5.2. In 2008, the figure was 5.6; and in 2009, it had slipped to 4.7. IPL's indifferent score in 2009 could be attributed to the fact that the tournament had moved out of India. But the survey indicates that the league will be back to its ratings-smashing ways because it is back home.

Indeed, MEC has gleaned from its online survey, covering 10 cities and 903 people, that the T20 format continues to firmly hold people's interest. In fact, 60% of the respondents expressed their longing for more T20 slog-fests; only 19% said they would not watch too much of IPL-3. Fifty-four percent of the respondents said that they would enjoy more IPL matches this year than they did in 2009. Besides, the "the increased number of primetime matches will cover most of the drop due to fatigue," another MEC forecast says.

The MEC has even predicted the contests that will secure the most and the least TVRs! It places the Mumbai Indians-Knight Riders battle (March 22) at the top, with an expected TVR of 7.4. The confrontation between Rajasthan Royals and Royal Challengers Bangalore, on April 14, is not expected to record a regal rating. MEC's guess is 2.8.