IPL 10: A close look at the overall viewership and advertisers

In the tenth edition of Indian Premier League, a total of 75 advertisers rode the wagon to reach out to the masses. As the tournament garnered a viewership of 1.24 billion Impressions across all the five channels (Sony Max, Sony Six (SD+HD), Sony ESPN, both SD and HD), telecom products emerged as the highly advertised category on the cricketing event.

It must be noted that Sony Pictures Networks has reportedly raked in Rs 1300 crore as revenues from IPL 10. Amongst the 75 advertisers, the presenting sponsor Vivo Mobiles telecast its ads for the maximum duration which is 8.08 per cent of the total commercial airtime during the tournament. Oppo India closely followed with 7.78 per cent of the commercial airtime as per the data provided by BARC India.

Reliance Jio Infocomm advertised for 6.05 per cent of the total time followed by Vodafone with 6 per cent of the airtime. Amazon was the only e-commerce player to be present in the top ten advertisers with 5.78 per cent of the total commercial airtime on IPL.

The other brands who were in the top ten included Havells India (3.47 per cent), Parle Biscuits (3.34 per cent), Polycab Wires (3.22 per cent), Maruti Suzuki (3.12 per cent) and Parle Agro (2.90 per cent). 

Within the category of advertisers, telecom products ruled the roost of the top ten categories that advertised on IPL 10. Durables stood second with a 16 per cent share of the total advertisements. Auto category grabbed a 13 per cent share, followed by Telecom/ Internet Service Providers with 12 per cent share of airtime.

Next in the list of categories that advertised with the highest seconds include Services (11 per cent), Food and Beverages (10 per cent), Building, Industrial and Land Materials/Equipments and Retail (three per cent each), at the end stood Textiles/ Clothing and Corporate/ Brand Image (two per cent each).

Viewership Charts

IPL 10 stood high on the expectations of the stakeholders as far as viewership is concerned. The total viewership of IPL 10 stood at 1.24 billion Impressions, against 1.02 billion Impressions garnered by IPL 9. However, the final match played between Mumbai Indians and Rising Pune Supergiants garnered 39.4 million Impressions, lower than IPL 9’s final played between Royal Challengers Bangalore and Sunrisers Hyderabad (44.68 million Impressions).

While a deeper analysis of viewership can reveal the exact reason for the drop in the viewership of finale, a few experts suggest that this might be because of the low stickiness this year. “The first innings was a dull deal with mere 129 runs to chase for RPS. A lot of people might not have returned for the second innings. Also, those who would have stayed on would have spent lesser time on the game. Compare this to last year’s match; both the finalists were not decided till the very last of the qualifiers matches. This had kept the adrenaline higher. In any case, Bangalore gets a good traction, any day,” said an expert.

Overall, the average viewership per match was 21.18 million Impressions in IPL 10, which was 24 per cent higher than that of season 9 which scored 17.11 million Impressions.

Among male viewers, IPL 10 grabbed a viewership of about 12.52 million average Impressions per match against female viewers who clocked 8.65 million average Impressions per match. The urban and rural audiences too showed similar trend when urban clocked 11.54 million average Impressions per match, rural clocked 9.63 million average Impressions per match.

The top five markets include Maharashtra/ Goa, Andhra Pradesh/ Telangana, Gujarat/ Daman and Diu/ Dadra and Nagar Haveli, Karnataka, and West Bengal.

The top five matches of the tenth edition were the final match Mumbai Indians and Rising Pune Supergiants (39.4 million Impressions), the second match Rising Pune Supergiants versus Mumbai Indians (30.3 million Impressions), the third match of the season, played between Gujarat Lions and Kolkata Knightriders (29.7 million Impressions), the first qualifier match between Rising Pune Supergiants and Mumbai Indians (29.6 million Impressions) and the tenth match played between Sunrisers Hyderabad and Mumbai Indians (29.5 million Impressions).

This clearly shows that the Mumbai versus Pune matches were the audience’s favourite.

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