Mumbai: Vivo IPL continues to enthrall fans with record numbers on both viewership and engagement across screens. The Racing battle between the IPL teams to qualify for Play Offs is driving the interest levels of each and every match with teams running up and down in the point tables.
After the end of five weeks of the season that has witnessed as many as 43 matches, the data has revealed that the growing tension has managed to keep the viewers glued to their seats.
TV Viewership Trend: 5 week perspective:
Television Viewership shows strong growth as measured across audiences – Urban + Rural at 13% and Urban audiences demonstrating enhanced viewership growth at 24%.
The Total average Impressions generated from Match 1 to 43 is 1025 millions (2+) in Urban + Rural markets which is a 13% year over year growth and in Urban 2+ the same has garnered 611 millions that transforms in to 24% year over year growth.
Total Audience Viewership: First 5 weeks
Overall viewership of the tournament across all platforms TV (In-Home & Out-of-Home) and Digital in Urban Audiences up to week 5 was 40% higher than the comparable number of matches last year. Within this TV urban viewership is 611 million impressions +24% growth vs year ago and Digital impressions at 97 million impressions is 2.5x vs year ago.
The tournament has reached 556 million** across screens across India so far already suprassing last years 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.
Data Sources:
* Total Viewership impressions including Urban 2+ (All India) BARC week 15-19 viewership impressions for Star network channels, OOH TV IPL bouquet viewership impressions (Mumbai, Delhi and Bangalore) and Hotstar data analytics
**Total Audience Reach estimated by BARC week 15-19 for the first 43 matches across Star network channels in U+R 2+ , Out of home TV IPL bouquet (Mumbai, Delhi, Bangalore) and Hotstar data analytics
