MUMBAI: Three weeks into VIVO IPL 2018, host broadcaster Star India asserts that overall viewership of the tournament across all platforms has reached 476 million across India so far.
This is the first time that “total audience viewership” is being measured across screens. This includes capturing consumption across TV screens in home, out-of-home and digital. The numbers reflect total audience reach estimated by BARC week 15-17 for the first 26 matches across Star network channels in U+R 2+, Out of home TV IPL bouquet (Mumbai, Delhi, Bangalore) and Hotstar data analytics.
According to information provided by the network, 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.
Regional markets (South Region and West Bengal) continues to grow across platforms 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. The data represents total viewership impressions including Urban 2+ (TN/Puducherry, KN, AP/Telangana, WB) BARC week 15-17 viewership impressions for Star Network channels, OOH TV viewership impressions IPL bouquet (Mumbai, Delhi and Bangalore among 15+) and Hotstar data analytics.
In terms of out-of-home consumption in Mumbai, Delhi and Bangalore, viewership stood at 10% of in-home, the data indicates.
