TV viewership remains the key driving factor for IPL viewership, as per IPLomania 2023 by Hansa Research. Solely relying on TV, 33% of viewers watch the matches, while only 10% of viewers choose to exclusively watch IPL on OTT platforms.
Dual viewership, however, remains the most popular choice for IPL viewership, with 57% of viewers opting for it. Interestingly, TV viewers have a better recall of IPL features than OTT viewers, with 59% of recall for the Super Sixes feature on TV and 54% on OTT.
The study’s findings shed light on the fascinating relationship between IPL fans and their favorite players. A whopping 40% of the fans are driven by their adoration for specific players when it comes to supporting the team. This underscores the immense influence of players in shaping the perceptions and loyalties of IPL fans. Moreover, despite the inclusion of two new teams namely Gujarat Titans and Lucknow Super Giants, Chennai Super Kings, Mumbai Indians, and Royal Challengers Bangalore remain the top favoured teams in IPL 2023, reaffirming their status as fan favourites. The study also revealed that the top three cricketers who have captured the hearts of the IPL audience are MS Dhoni, Virat Kohli, and Rohit Sharma further cementing their superstar status in the cricket world.
The report’s insights also revealed the crucial role of in-stadia properties in enhancing the viewership experience. The study found that Player Jersey has captured the maximum eyeballs, with an impressive 64% recall among IPL fans. This indicates the immense branding potential of in-stadia properties in making a lasting impression on the audience. Moreover, the IPLomania 2023 study showed an improvement in the brand recall of key sponsors compared to last year, emphasizing the growing effectiveness of sponsorships in IPL.
Furthermore, the study identified Super Sixes as the most memorable In-Program feature among IPL Program features, with a remarkable 61% recall rate. This highlights the appeal of this particular feature to IPL fans, and the potential of in-program features to create lasting impressions and engage with audiences.
Highlighting the importance of IPLomania, Pramod Pawar, Head – IPLomania Study, Hansa Research, said, “As the Indian Premier League (IPL) continues to grow in popularity and reach, it’s critical for brands and teams to stay abreast of the latest viewership trends and insights. Through our syndicated report, we offer a comprehensive analysis of the viewership experience in the IPL ecosystem. Our report not only tracks the following and affinity of IPL teams but also measures the return on investment of sponsorships and assesses the effectiveness of in-stadia and in-program properties. It is a valuable resource for brands and teams looking to make a mark in the world’s most exciting cricket league.”