The action in the VIVO IPL seems to get hotter with every passing week! The trend of deeper engagement amongst fans this VIVO IPL 2018 continues with viewership actually increasing week on week.
In fact, the RCB vs CSK match on 25th April has become the highest viewed match in the tournament so far, rating even higher than the opening! This is a testament to the riveting cricketing action and burgeoning interest across fans in the country.
Overall viewership of the tournament across all platforms TV (In-Home & Out-of-Home) and Digital in Urban Audiences for the week 3 was 30% higher than the comparable number of matches last year. The tournament has reached 476 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.
Regional markets (South Region and West Bengal) continues to grow across platforms at a scorching pace driven by localization and the performance of the local teams with a viewership increase of 38% in impressions vs last year for the comparable matches.
VIVO IPL Everywhere! Out-of-home consumption is robust with Mumbai, Delhi and Bangalore registering viewership at ~10% of in-home. It is estimated that over 80% of the out-of-home establishments with TV were airing VIVO IPL 2018. This trend augurs well for the tournament as we get to the business end of the league stage and the final standings of the teams get decided.