The DLF Indian Premier League's viewership ratings are facing competition from the most unusual quarters. STAR Plus' 'Kya Aap Panchvi Pass Se Tez Hai' hosted by Shah Rukh Khan has already grabbed a number of the Twenty20 league's share of eyeballs.
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The show, based on the international show 'Are You Smarter Than A Fifth Grader?' in which adults are quizzed on school textbook material from standards 1 to 5, clocked a television viewership rating (TVR) of 2.8 during 8 pm to 9 pm on its debut on Friday.
During the same time slot, Set Max, IPL's official broadcaster, recorded a TVR of 2.5 for the match between Mukesh Ambani's Mumbai Indians and Preity Zinta's Kings XI Punjab, according to Audience Measurement & Analytics (a-MAP).
STAR's market share was 12.3 per cent while Set Max's share stood at 10.9 per cent during the one hour that 'Panchvi Pass' was telecast.
Media experts believe that the ratings during commercial breaks will fall in case of 'Panchvi Pass'.
"Viewers will switching to the matches during the commercial breaks. This will be affect the brands that are advertising on the show," said an executive from a leading media buying agency. The industry estimates that during a commercial break, the TVR of a show drops by 10 to 15 per cent.
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