The Dream11 IPL 2020 has reached its climax. The lPL 2020 league stage has delivered unprecedented excitement and eyeballs. The television ratings for the league is nothing less than phenomenal with BARC reporting 7.0 billion viewing minutes for the first 41 matches aired across 21 channels in the last five weeks (Week 38 -42), which is 28% higher as compared to IPL 12. Now as IPL has reached playoff stage, official broadcaster Disney-Star India has increased the ad rates of the last four matches by 15-20%.
The league-stage matches are concluding today with Mumbai Indians, Delhi Capitals and Royal Challengers Bangalore already through to the playoffs. The last playoff spot either between Sunrisers Hyderabad or Kolkata Knight Riders will be decided today. The playoffs are scheduled for Nov 5th to 8th and industry is expecting the ratings for the same will jump furthers. That is the reason, according to a report byE4M, Star Sports has decided to increase the rates for balance 10% inventory.
As earlier reported by InsideSports, Star Sports had sold inventory at a rate of 12 to 12.5 lac per 10 seconds this season. But now for the balance inventory Star Sports is pitching premium of 15 to 20% on the earlier rates.
This year the IPL viewership has said it all. Despite unlocking of the country and people beginning to venture out of homes, the tournament’s viewership is increasing week by week. As per the Broadcast Audience Research Council (BARC) India data, IPL 13 registered 7.0 billion viewing minutes for the first 41 matches aired across 21 channels in the last five weeks (Week 38 -42), which is 28% higher as compared to IPL 12 which garnered 5.5 billion viewing minutes for 44 matches aired across 24 channels. The data reveals that the performance per match of IPL 13 is higher than the last season. The cume reach of IPL 13 for 41 matches was 108 million, 11% higher than IPL 12. The previous season registered 98 million of cume reach.
As per the TAM AdEx report of IPL 13, for the first 43 live matches, the count of advertiser categories grew by 2 per cent over IPL 12, whereas the number of advertisers and brands grew by 13 per cent and 6 per cent respectively in IPL 13 compared to IPL 12. This year, IPL had a total of 112 advertisers and 222 brands for the first 43 matches, whereas in the previous season, the count of advertisers and brands stood at 99 and 210 respectively. Star had roped in 18 sponsors on board before the start for the tournament this year.