 "Varun Gupta")
After being mired in a spot fixing scandal and constantly battling criticism for the lack of transparency in the way it is run, the Indian Premier League (IPL) bounced back strongly in 2015. The eighth season of the league saw an increase of 23 per cent in viewership over last year (according to TV rating monitoring agency TAM Media Research). It also saw fans packing stadiums throughout the tournament — another proof that the tournament continues to enjoy popular support. Varun Gupta, managing director (India), American Appraisal, the company that annually evaluates IPL as a brand, including separate brand valuations of the the league's eight franchises, speaks to Dhruv Munjal about how the T20 event has revived itself, what can other sports leagues learn from it and whether this is the strongest in terms of popularity it has ever been
In the last couple of years, there has been a lot of controversy and apprehension around the way IPL is run and managed. Yet, it has seen a tremendous response from fans this season. How was this turnaround achieved?
This, in a lot of ways, is a mini revival for IPL. Viewership numbers and franchise revenues dipped drastically last season, and that was due to two reasons. First, half of the tournament was held in the United Arab Emirates. And secondly, there was the frenzy around the general elections. However, this time, in spite of the short time that the organisers had (due to the ICC World Cup), the product was marketed well. Cricket fans who had missed out on watching live matches last season flocked to the stadiums in large numbers. There isn’t a lot that the organisers did differently this season; it’s just that IPL is a very powerful brand. It is a juggernaut that is almost impossible to stop.
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There is no denying that the longer form of the game — Test cricket — is steadily losing viewership. That vacuum has been filled by the T20 format. It is brisk and exciting. That’s why it has so many takers. Another reason why it continues to entrance is the quality of cricket on show. Players such as Virat Kohli, Rohit Sharma and Mahendra Singh Dhoni have huge fan followings. They are revered as god-like figures. And the viewers are also excited by the prospect of watching international stars such as AB De Villiers and Chris Gayle.
The thing that most worked in the league’s favour this season was the closely-fought battle for the top places. Barring Kings XI Punjab and Delhi Daredevils, all the other six teams were in the running for the playoff spots till the last round of matches of the league stage.
Also, city-based loyalties have become fiercer over the last few years. In our report this year, Kolkata Knight Riders was rated as the most valuable outfit mainly due to its massive fan base. Teams such as Mumbai Indians and Chennai Super Kings also enjoy a similar loyal fan base.
What can some of the other sports leagues in the country learn from IPL?
A number of sports leagues have come up in the last few years, but IPL’s popularity is unrivalled. One of the major advantages that IPL has is that all its matches are shown on prime time. Other leagues can follow that example. Also, the build-up to a big tournament is critical. If others can get celebrities to endorse their leagues, then their popularity will automatically rise. Another interesting bit that we discovered while compiling our report this season was that the Knight Riders’ popularity has got to do a lot with its owner, Shah Rukh Khan. The fact that he is seen at matches wearing the Knight Riders jersey boosts the brand value immensely. So, sustained involvement of celebrities always helps.
After its performance this year, is it to safe to say that IPL is at its most popular ever?
Viewership increased by more than 20 per cent this season. In terms of the viewership and the revenue generated by the franchises, this is the best we’ve seen from the league. The overall value of the league has also seen a rise. Advertisers have also realised that the platform provided by IPL is almost unparalleled.
Looking ahead, how do you see IPL in a few years time?
IPL caters to a humongous audience, and that is never going to change simply because India is a cricket-mad country. I remember during a game at the World Cup in Australia earlier this year a fellow spectator expressing amazement at the huge number of Indian fans in the stadium. I immediately pointed out to him that there was another billion watching at home. That’s how big the support for cricket is. So long as the audience is convinced that what is on show is genuine and not a sham, IPL’s popularity is only going to soar.
