The 2018 FIFA World Cup Russia continues its strong run for football viewership in India in its third week. The tournament that is being telecast live on Sony Ten 2, Sony Ten 3 and SONY ESPN channels and live streamed on SonyLIV app & website has garnered over 153 million viewers across 48 matches played in the first 16 days of the tournament.
The Hindi speaking markets have contributed to over 60% of the overall TV viewership, the broadcaster has stated in a Press release.
The total cumulative reach of the event on Sony network has aggregated 153.2 million viewers, as per the BARC, All India, CS2+, LIVE matches + wraparound shows + highlights + repeats + surround programming of FIFA World Cup, SPN Sports Network, SonyLIVnumbers.
A majority of 123.2 million viewers have watched the World Cup on TV and over 30 million viewers have live streamed it on SonyLIV app and website.
The 48-group stage matches have been watched LIVE by 83.9 million viewers across India on the sports channels of Sony Pictures Networks.
Over 60% of the overall TV reach came from HSM markets as 72.7 million viewers in the HSM markets sampled the coverage on Sony sports channels.
In the rural markets across India, 51.5 million viewers have sampled the FIFA WC 2018 television coverage, which is 42% of the overall TV reach.
Bengal (17.5 mn) has dominated in consumption of the regional language World Cup broadcast, followed by Kerala (15.8 mn), North East(9.3 mn) and Maharashtra/ Goa (9.0 mn).
Female viewership has contributed to a healthy 47% of the tournament reach till date, while regional language feeds (Hindi, Malayalam, Bengali, Tamil and Telugu) have also contributed to 47% of the overall viewership.
Sony’s regional strategy for the World Cup has been well received, with 8.0 million viewers in Kerala sampling Malayalam commentary and 7.0 million viewers in West Bengal sampling Bengali commentary.
The broadcast data is derived from various BARC TV audience analysis.