Mumbai: The riveting action in the VIVO IPL seems to get hotter with every passing week! The Rivalry Week saw explosive growth with nail biting match ups driving sustained interest and growth week on week.
TV Viewership Trend: A 4 weeks perspective
Television Viewership shows strong growth as measured across audiences – Urban + Rural (2+) and Urban (2+) audiences.
Total average Impressions of Match 1 to 34 in Urban+Rural markets under 2+ category stood at 832 millions which is a 14% growth when compared with the viewership of the previous year. The same in Urban market alone under 2+ category was 492 million that transpired in to 25% Growth vs the viewership a year ago.
Total Audience Viewership: A 4 weeks perspective
Overall viewership of the tournament across all platforms TV (In-Home & Out-of-Home) and Digital in Urban Audiences up to week 4 was 40%* higher than the comparable number of matches last year. Within this TV urban viewership is 492 million impressions +25% growth vs year ago and Digital impressions at 79 million impressions is 2.5x vs year ago.
The tournament has reached 518 million** across screens across India so far. 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.
The 4 weeks trend shows an increasing trend in growth – which augurs well for the tournament as we get to the Race to the Playoffs and the final standings of the teams get decided.
Data Sources:
* Total Viewership impressions including Urban 2+ (All India) BARC week 15-18 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 15-18 for the first 34 matches across Star network channels in U+R 2+ , Out of home TV IPL bouquet (Mumbai, Delhi, Bangalore) and Hotstar data analytics
