The opening weekend of the 12th season of VIVO IPL has shattered the television viewership records as a total of 219 millionviewers (All India 2+ U+ R) tuned in to Star Sports channels broadcasting the league. This is a 31%* increase in the audience numbers for the corresponding period last year. Specifically, on the opening day when Mahendra Singh Dhoni-led Chennai Super Kings hosts Royal Challengers Bangalore at the Chepauk stadium reach in HSM grew by 30%* while in South reach grew by 20%*, driven by a strong regionalization strategy.
Apart from the robust growth in reach, viewership (as measured by Impressions) also grew by a solid 29%, Star Sports has stated in a Press release.
On the back of a successful marketing campaign, ‘Game Banayega Name’, India tuned in to make the opening weekendthe highest ever watched in the history of the tournament. A great leveler and reflective of young and fearless India in every sphere, the campaign culminated in a Dhoni vs Kohli fan face-off featuring the two legends themselves inviting viewers to tune in for the opening encounter on March 23, Saturday.
In 2019, the regionalization story was strengthened with the introduction of Marathi and Malayalam screens taking the total number of languages to 8 – English, Hindi, Tamil, Telugu, Kannada, Bengali, Marathi and Malayalam. This is an Indian record for anfor any sport tournament till date.
Additionally, Star curated a special feed targeting families and kids on Star Gold to invite a wider section of audiences. The first episode of ‘Sunday Funday’ was broadcast on the opening weekend to give viewers a fresh and relatable experience to VIVO IPL 2019. As part of the feed, an exclusive show – ‘Meet the Khelkars’ had cricketing legends Irfan Pathan, Virender Sehwag and Krishnamachari Srikkanth talking about their cricketing journey in a fun and light-hearted manner.
Making it a truly global extravaganza the commentary roster for VIVO IPL 2019 features over 100 experts from India and across the globe. The #SelectDugout meant for the ardent cricket fan who is always looking for more, also received an overwhelming response from the fans with the introduction of Brendon McCullum to the likes of Gautam Gambhir, Dean Jones, Kumar Sangakkara, Scott Styris, Anil Kumble, etc.
The opening weekend includes three games – the CSK-RCB opener on Saturday and Sunday’s double header involving Kolkata Knight Riders versus SunRisers Hyderabad and Mumbai Indians versus Delhi Daredevils.
The Viewership impressions by BARC in ‘000 are measured for match telecast hours only on the IPL Channel Bouquet that included – Asianet Plus, Star Suvarna, STAR Suvarna HD, Jalsha Movies, Jalsha Movies HD, Star Maa Movies, STAR Maa Movies HD, STAR Gold HD,STAR Gold, STAR Pravah, STAR Sports 1,STAR Sports 1 Tamil, STAR Sports 1 Kannada, STAR Sports 1 Telugu, STAR Sports 1 Bangla, STAR Sports 2(v), STAR Sports 1 Hindi, STAR Sports 1 HD,STAR Sports 2 HD(v), STAR Sports 1 HD Hindi, STAR Sports Select 1 HD, STAR Sports Select 1 SD, STAR Vijay Super, Hungama.
For the growth vs last year, comparison has been done with Coverage (in Mn) of Star Channels excluding DD on TV versus TV+OOH of this year.