MUMBAI: The ongoing Indian Premier League 2020 logged 269 million viewers and witnessed a 15% growth in viewing minutes as compared to 2019, data points culled from the BARC-Nielsen Edition 12 – IPL 2020 report, which focuses on television viewership and smartphone trends for the first week of IPL-13, show.
What is worth noting is that the higher viewership has been registered despite one less match and the count of Star channels telecasting the IPL going down from 2019’s 24 to 21 in the current edition of world cricket’s biggest annual event.
Overall, week 1 of the tournament registered 60.6 billion viewing minutes from seven matches broadcast on 21 channels.
The report data also reveals that IPL 2020 opening match performance (1st match played on 19 September) between Mumbai Indians versus Chennai Super Kings garnered a viewership of 52 million impressions that is 29% higher than that in 2019 and watched by 158 million viewers (21% > 2019).
The matches 2 to 7 continued to garner more than 34 million impressions, viewed by over 100 million viewers match on match, exchange4media reports.
Additionally, as per the data, the total advertising volume for IPL 2020 opening week is 15% higher than 2019 opening week. The growth has been witnessed in ad volumes across all the matches.
Interestingly, despite the large mass of the population being “locked down at home” due to the COVID-19 pandemic, smartphone usage has also witnessed an increase. The usage is up 8% and video streaming has spiked 13% compared to pre-IPL weeks, the data shows.
As per the report, massive gains have been seen in the audience base for Disney+ Hotstar, sports apps and fantasy sports. The overall user base saw an increase of 32% in the OTT apps, 99% increase on Hostar +Disney, 92% on Sports apps and 80% for fantasy platforms.
What this validates is that second-screen viewing has achieved “critical mass” in India, and is no more linked intrinsically to out of home content consumption.
Meanwhile, as per Star India, its regional strategy of capitalizing the appeal of the IPL 2020 across languages and regions with an aim to bring every household together, resulted in a momentous opening week both in terms of reach and viewership. The regional markets have grown by a massive 39.4%# over last year. Matches beginning at 7.30 pm proved to be an extension of the primetime window, resulting in a sizeable growth in viewership.
“We are thrilled to deliver the biggest ever IPL. The opening week for Dream11 IPL 2020 resulted in a staggering new viewership record with an increase of 30%* over last year across the Star India network,” said Gautam Thakar, CEO – Star Sports.
“Dream11 IPL 2020 wouldn’t have been possible without the support of all our sponsors and stakeholders. Our teams are working tirelessly in a bio-secure bubble in India and UAE to bring fans closer to the game,” he added.
The record-breaking start to the Dream11 IPL 2020 was driven by the campaign ‘Ek Saath Waali Baat’. The TVC was released in multiple languages and brought alive the spirit of the tournament by throwing a spotlight on stories of hope and community. Star India has invested to offer unmatched engagement for its viewers with state-of-the-art product innovation including surround in-stadia fan cheer, specialised broadcast feeds and fan walls.
Data Points
* Viewership growth (Billion Minutes) at All India 2+ (U+R) on like-like comparison basis i.e. ‘TV Only’ and for first 7 matches (Live only)
** Coverage (i.e. Reach) at All India 2+ (U+R) on like-like comparison basis i.e. ‘TV Only’ for first 7 matches (Live only)
@ Coverage (i.e. Reach) at All India 2+ (U+R) excluding OOH (i.e. TV Only) for Dream11 IPL 2020 Opening Day Match (Live only)
# Viewership growth (Billion Minutes) in South at 2+ (U+R) on like-like comparison basis i.e. ‘TV Only’ and for first 7 matches (Live only)
Source: BARC
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