The DLF-IPL III has created history by scoring an all-India record of 67 million eyeballs on SET Max for the first three matches played between Deccan Chargers and Kolkata Knight Riders at the D.Y. Patil Stadium in Mumbai on March 12, between Mumbai Indians and Rajasthan Royals at the Brabourne Stadium in Mumbai and between Kings XI Punjab and Delhi Daredevils at Mohali on March 13.

Inaugural match

The inaugural IPL took four matches to cut a television audience of 50 million and the second IPL played in South Africa took three matches for a TV audience of 50 million.

“But in IPL III it was just two matches to cross the 50 million eyeballs hit and this without the opening ceremony,’’ said a Television Audience Measurement (TAM) Media official.

Peoplemetre systems

According to a study conducted by TAM Media on peoplemetre systems the first three matches had a viewership of 46 million in 2008, 51 million in 2009 and 67 million in 2010.

Increase

TAM Media’s reach build-up for the first eight matches of IPL has also reported a near six per cent increase in viewing of the matches by women. It was around 32 per cent in 2008; it touched 38 % in the first eight matches.

Study based on the first eight matches (up to March 16) reveals a nine per cent increase in cumulative reach from the IPL 2008.

It was 27.6 million in 2008; it’s 36.7 million in 2010.

The IPL II in South Africa had a cumulative reach of 32.5 after the first eight matches.

Keywords: IPLTV ratings

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