• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
Friday, February 3, 2023
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Featured

Two-thirds of IPL fans watched all matches this season on TV: YouGov

by Editorial
June 15, 2022
in Featured, Market Analysis
Reading Time: 3 mins read
A A
Two-thirds of IPL fans claim to have watched all matches this season on TV while a third caught the action online: YouGov
Share Share ShareShare

As the IPL media rights auction concluded yesterday with two separate broadcasters for TV and digital, YouGov’s latest research among 1012 urban Indian respondents between May 31 and June 3 reveals two-thirds of urban Indians (67 pc) claim they followed IPL 2022. Of these, a third (33 pc) said they watched every match of this season. The others definitely watched when their favourite team/ player were playing (37 pc), when there were main matches between rival teams (18 pc), or on other occasions.

At 36 pc, men are more likely to be super fans of IPL 2022 (who watched every match this season), but women are not far behind and three in ten of them (30 pc) said the same about their viewing frequency of matches.

Among super fans of IPL (both men and women), TV seems to be the most popular medium, as two in five (42 pc) of them claimed they preferred watching this season only on TV, while a quarter (25 pc) said they mostly watched it on TV but sometimes online. In comparison to this, only one in ten (11 pc) watched it online, while a fifth (20 pc) claim they mostly saw it online.

The experience of watching matches on a big screen is looked at as a form of relaxation and recreation among super fans. Nearly half said they watch IPL on TV because it is a way of relaxing after a hectic work day and because it allows them to enjoy matches with friends and family on a single screen.

In contrast to this, online was a more popular medium among occasional watchers of IPL (those who did not watch all matches but on some occasions) and they were more likely to catch the action online as compared to their counterparts (21 pc vs 11 pc).

When it comes to frequency of watching matches, super fans were way more likely than others to say they watched more matches this season that last (80 pc vs 33 pc), and their reason for doing so was because they felt this year’s matches were more interesting than last year. Many felt introduction of new teams and good performance of their favourite team/ player led to an increase in their frequency of watching matches this season.

On the other hand, occasional watchers were more likely to say they watched fewer matches this season, mainly because of less available time due to reopening of office (39 pc), followed by non-performance of favourite team/ player (38 pc) and uninteresting new IPL format (20 pc).

While there are discussions around declined TV viewership this year compared to last, data from May 2022 suggests that this could actually reflect a shift in viewing platform as a large proportion of viewers migrated to OTT platforms and it grew by 305 pc year-on-year. Towards the end of the tournament TV viewership did see an increase (especially during the last 4 matches). The cumulative reach therefore of TV+ OTT this year could actually be the highest ever viewership of IPL, at 426 m.

Commenting on this, Joseph Eapen, Managing Director, YouGov Sports India, said, “Although TV remains the most preferred medium, online has gained momentum in the past years. IPL’s evolving nature and the rise of interactive cricket content consumption on second screens, led by smartphones, has made it possible for brands to cut the clutter and connect with their audiences in a more meaningful and effective way. It is crucial, however, for brands to understand what motivates and limits viewers in order to create strategies that make a real difference.”

Tags: IPLIPL Media Rights.Joseph EapenYouGovYouGov Sports

Related Posts

Bonn Group appoints Dawinder Pal as Business Head for House of Veda and Group Marketing Head
Featured

Bonn Group appoints Dawinder Pal as Business Head for House of Veda and Group Marketing Head

February 3, 2023
Zee TV announces two new shows to strengthen pre-primetime slot
Featured

Zee TV announces two new shows to strengthen pre-primetime slot

February 3, 2023

LATEST NEWS

Zee TV announces two new shows to strengthen pre-primetime slot

Zee TV announces two new shows to strengthen pre-primetime slot

February 3, 2023
Digital stack a gamechanger for BFSI: Panel

Digital stack a gamechanger for BFSI: Panel

February 3, 2023

MARKET ANALYSIS

Ad volumes soar by 29pc on TV GEC genre in 2022 over 2018: TAM Report
Featured

Digital ad spend in India to surpass TV in 2023: Report

by Editorial
February 2, 2023
0

According to Dentsu's India Digital Report 2023, the Indian advertising industry is expected to grow at a rate of 15.07% and...

MOVERS & SHAKERS

Bonn Group appoints Dawinder Pal as Business Head for House of Veda and Group Marketing Head
Featured

Bonn Group appoints Dawinder Pal as Business Head for House of Veda and Group Marketing Head

by Editorial
February 3, 2023
0

Bonn Group of Industries has roped in Dawinder Pal as Business head for House of Veda and Group Marketing Head....

Dubit appoints Regine Weiner as Head of Studio

Dubit appoints Regine Weiner as Head of Studio

February 3, 2023

MARKETING

UK’s Barry M forays into Indian Market in association with Myntra
Featured

UK’s Barry M forays into Indian Market in association with Myntra

by Editorial
February 3, 2023
0

Barry M, the UK's color cosmetics brand, has entered India through its partnership with Myntra and Progressive Lifestyles. The brand...

Subscribe to Newsletters

ADVERTISING

Aqilliz and Affine announce strategic partnership
Advertising

Aqilliz and Affine announce strategic partnership

by Editorial
February 2, 2023
0

Aqilliz, a digital marketing middleware technology company, has partnered with Affine, an AI services firm, to develop a federated learning...

Ogilvy Indonesia appoints Satish Ramanathan as MD

Ogilvy Indonesia appoints Satish Ramanathan as MD

February 2, 2023
D2C brands and influencer non-disclosures push personal care to Top 3 violative sectors: Report

D2C brands and influencer non-disclosures push personal care to Top 3 violative sectors: Report

February 2, 2023

PRINT

Forbes India unveils winners of 30 Under 30 2023
Print

Forbes India unveils winners of 30 Under 30 2023

by Editorial
January 31, 2023
0

Forbes India has released its 10th annual 30 Under 30 list, recognizing 30 individuals who are exceptional in their respective...

Network18 undertakes advertising blitzkrieg to announce launch of Palki Sharma’s new show

Network18 undertakes advertising blitzkrieg to announce launch of Palki Sharma’s new show

January 26, 2023
Nobel laureate, Booker Prize winners, Jnanpith awardees to feature at ‘MBIFL 2023’

Nobel laureate, Booker Prize winners, Jnanpith awardees to feature at ‘MBIFL 2023’

January 26, 2023

MY COLUMN

Salaam Malayalam
Featured

24 frames of Gender Emancipation: Anup Chandrasekharan

by Editorial
January 31, 2023
0

The effervescence of feminine quotient in films was little too high in the 80’s and then by itself deteriorated and...

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai - 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through

Medianews4u.com © 2019 - 2022 All rights reserved.