MUMBAI: Four weeks into the Vivo Indian premier League, host broadcaster Star Sports asserts that television viewership continues to show strong growth as measured across audiences – Urban + Rural (2+) and Urban (2+) audiences.
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 is 2.5x vs year ago, the network asserts.
The tournament has reached 518 million** across screens across India so far, according to data provided by Star. 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.
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
