Mumbai: Vivo IPL continues to enthrall fans with record numbers on both viewership and engagement across screens. At the end of week 6 that has witnessed the completion of 52 Matches has consistently posted double digit growth when compared with the previous year’s viewership.
TV Viewership Trend: A 6-week perspective:
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 v/s year ago.
The Total average Impressions (millions) between match 1 to 52 was 1220 in Urban + Rural 2+ category. In Urban 2+ category, the same was 729 and it was 238 in Male 15+AB Urban.
Total Audience Viewership: First 6 weeks
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 v/s year ago and Digital viewership at 116 million impressions is 3.8X of last year.
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.
* 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
**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