Jan 16, 2012 10:56 PM IST | Source: CNBC-TV18

IPL-5: Premier league lagging behind!

Advertiser interest in the upcoming fifth edition of the IPL is down, mainly because IPL-4 saw poor viewership. So, official broadcaster Set Max is scrambling to revive this sponsor interest. CNBC-TV18's Pavni Mittal reports,

Advertiser interest in the upcoming fifth edition of the IPL is down, mainly because IPL-4 saw poor viewership. So, official broadcaster Set Max is scrambling to revive this sponsor interest. CNBC-TV18's Pavni Mittal reports.

For the average advertiser, the fourth season of the Indian Premier League left a lot to be desired. The event got an average rating of 3.91, against 5.51% the previous year, viewership fell 29%.

So, advertisers and media buyers are driving a hard bargain as official broadcaster Set Max prepares for IPL-5.

Punitha Arumugam, CEO of Madison Media Group says,

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