Indian Premier League failing to make a mark outside of India

The IPL has been a huge commercial and sporting success in its first two seasons. However, a new study by futures sport + entertainment into the global TV audience patterns for the tournament has shown that viewer demand for the IPL has been very limited outside of India. In both 2008 and 2009, India has accounted for 96 per cent of the IPL's global audience.

This fact in no way questions the viability of the IPL. Indeed, it is important to recognise that the Indian cricket and advertising markets are now so strong in their own right that the IPL does not need to resonate internationally in order to be a critical success.

This is the introductory story from the latest ViewerTrack report from futures sport + entertainment. The report examines issues such as audience trends across the 59 matches in an IPL season, the value of foreign players to the IPL and and the implications for cricket boards.


For a full copy, please send an e-mail to:

reports@futuressport.com



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