During the first 3-weeks of IPL 2023, 74 pc viewers watched the tournament on Mobile and Connected TV, while 26 pc has tuned in to Cable and DTH.
According to insights from SCORE report launched by Synchronize and Unomer, the IPL viewership trends covering the pre-wave intentions of the viewers and 3-weeks of the IPL wave, Mobile and Connected TV (streamed through JioCinema) dominated the IPL viewership with 74 pc while IPL matches aired through Cable and DTH TV (on Star Sports) was watched by 26 pc.
The report also revealed how and where viewers are watching IPL.
How are viewers watching IPL?
During the pre-wave, only 11 pc of the viewers intended to watch IPL through Mobile only, however, the analysis after 3 weeks of IPL matches revealed that 30 pc of the viewers watched IPL on Mobile (JioCinema). Similarly 12 pc of them intended to watch on TV only while 18 pc ended up watching on TV only. Also a whopping 73 pc intended to watch IPL on both Mobile and TV which talks about the cumulative reach of IPL 2023 out of which 52 pc got converted in to Mobile and TV viewership.
Where are viewers watching IPL on TV?
After 3 weeks of IPL 2023, the data reveals that only 38 pc of the IPL viewers watched through Cable/DTH TV on Star Sports against the pre-wave intention of 71 pc. However on the other hand 62 pc tuned in to Connected TV against 77 pc pre-wave intentions.
In terms of reach by device and platform, Mobile clocked the highest with 82 pc, followed by Connected TV at 44 pc and Cable DTH TV stood at 26 pc.
These insights are from the syndicated research in which data is collected daily using DAR methodology on IPL viewership, brand visibility and recall, ad creative performance and other metrics. The three weeks data has involved 6447 samples of NCCS A/B while they have intended to involve 21samples during the eight weeks of analysis across ten major markets.
Synchronize and Unomer have partnered to offer IPL ad effectiveness measurement solution ‘SCORE’. Brands which are looking for deeper analysis to understand the IPL Ad effectiveness at micro level can subscribe the data from Synchronize and Unomer.
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