- The opening weekend of the 2019 edition of the VIVO Indian Premier League attracted 219 million viewers, which was 31 per cent higher than last year’s opening weekend.
- The opening day match resulted in a 30 per cent growth in reach in the Hindi speaking market.
- This year the network has dedicated sports channels in three languages – Bengali, Tamil, and Kannada - for the regional language telecast of the IPL.
The opening weekend of the 12th season of VIVO IPL broke all existing viewership records. 219 million viewers tuned in on the opening weekend.
This was 31 per cent higher than last year, said the league’s official broadcast partner Star India citing BARC PreView data. The preview service allows subscribers to access the data of a specific event or show three days after it is telecast.
Star India said it reached 219 million television viewers across the country (urban and rural, television and out of home) for the first three matches held on 23 and 24 March. The reach-in Hindi speaking markets (HSM) grew by 30% to 79 million on the opening day, compared to 60 million a year ago.
Brands, viewership triumphs in first week of @IPL #Vivoipl #IPL2019 . @StarSportsIndia delivering the biggest opening weekend ever. Innovation in branding perhaps, better sponsorship platforms, better bouquet of space. Bang bang cricket still survives in the mindset. Ckt survives
— Chaitanya Prasad (@Chatty111Prasad) March 28, 2019
While in the South, reach was up by 20% for the match between Chennai Super Kings and Royal Challengers Bengaluru.
Reach is the total number of individuals who viewed the event for at least one minute.
Game Banaega Name: IPL topping viewership charts
With a successful marketing campaign, India tuned in to make IPL the highest ever watched in the history of the tournament.
Ratings Watch: It’s evident that cricket & movies are two things that attract huge eyeballs on Asian TV & once again #IPL2019 proved that on @STARTVUK with massive viewership on Sunday: https://t.co/j7FuDJnGiM @BizAsia @IPL
— Raj Baddhan (@RajBaddhan) March 25, 2019
Gautam Thakar, the Chief Executive, Star Sports said, “The opening weekend was really strong. We are particularly excited because IPL 2019 has already crossed the viewership numbers we did last year at the beginning of the tournament. The investments made this year including a customised family feed on Star Gold, regional sports channels launch and strong marketing campaign has worked for us.”
Localization Strategy working well for the Channel and Viewership
This year, the broadcaster is airing the matches on its recently launched regional sports channels — Star Sports 1 Kannada, Star Sports 1 Telugu and Star Sports 1 Bangla.
“The on-ground work on channel distribution is improving every day. We feel that IPL will set the tone for the World Cup which is a bigger property in terms of reach. The viewership momentum will continue, the advertisers will be delighted and there will great months of the cricket going forward,” he said.
Meanwhile, on Star’s video streaming platform Hotstar, the first four IPL matches have collectively garnered a viewership of 135 million.
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