In the week Indian Premier League has set a global record on OTT platform Hotstar, Star Sports has also claimed “strong double-digit growth” in television audience for cricket’s biggest commercial league.
Vivo IPL continues to enthrall fans with record numbers on both viewership and engagement across screens, Star Sport has stated in a Press note.
Television viewership shows strong growth as measured across audiences (Urban + Rural) at 14% and Urban audiences demonstrating enhanced viewership growth at 25%.
In the elusive, hard to reach affluent urban male audiences, the Tournament is delivering a whopping 31% growth over the data for the corresponding period last year, states the release.
Overall viewership of the tournament across all platforms TV (In-Home & Out-of-Home) and Digital in Urban Audiences up to week 6 was 41% higher than the comparable number of matches last year. Within this, TV urban viewership is 729 million impressions, +25% growth as against a year ago and Digital viewership at 116 million impressions is 3.8X of last year. The numbers are derived from the total Viewership impressions including Urban 2+ (All India) BARC week 15-20 viewership impressions for Star network channels, OOH TV IPL bouquet viewership impressions (Mumbai, Delhi and Bangalore) and Hotstar data analytics
The tournament has reached 583 million** across screens across India so far already surpassing last year’s reach for the whole tournament. This is the ﬁrst time that the “Total Audience Viewership” is measured across screens. This includes capturing consumption across TV screens in home, out-of-home and Digital – giving a uniﬁed, holistic view. These are the numbers of the total Audience Reach estimated by BARC week 15-20 for the ﬁrst 52 matches across Star network channels in U+R 2+, Out of home TV IPL bouquet (Mumbai, Delhi, Bangalore) and Hotstar data analytics.
Meanwhile, the BARC Week 20 data reveals a visible consistency for IPL content consumption of TV. Star Sports 1 Hindi continues to be the most watched sports channel with gross 886,339,000 impressions. There is no change in the top five sports genre channels position even as Sony Ten 1 has lost considerable eyeballs at No. 1.
The hosts Mumbai’s win over Kings XI Punjab on May 16, Wednesday, is the most watched sports genre sports programme for the week with gross 14,150,000 impressions. Royal Challengers Bangalore-SunRisers Hyderabad at Bengaluru on May 17 (13,691,000 imp), Mumbai Indians versus Rajasthan Royals at Mumbai on May 13 (13,086,000 imp), Delhi Daredevils win over Royal Challengers Bangalore at home on May 12 ( 12,460,000) and Chennai Super Kings again at Kotla on May 18 (12,316,000) remain the top five sports genre shows for the week in the order of their mention.