The joint industry body and the country’s sole currency of television audience measurement, BARC India today released a 27-page analysis for the first time, highlighting Star India’s growth this IPL season at a time when the cricketing extravaganza is just in its second week. No broadcaster, be it Sony or Star, has ever been able to pull off this “first-of-its-kind” report on IPL viewership.
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According to the BARC India report, Star India witnessed 15% growth in viewership and 21% growth in Impressions despite fewer channels and one less match in the opening week.
BARC India also highlighted the growth in the total advertising volume for IPL 2020 opening week, which is 15% higher than the 2019 opening week. The joint industry body presented a match by match analysis of the ad volume growth.
Deep-diving further, BARC India also analysed the advertiser and brand count during IPL 2020 versus previous seasons.
The joint industry body also emphasised on “massive gains” seen in audience base for Hotstar, sports apps and fantasy sports.
BARC India summary:
In opening week, 21% growth in average impressions per match vs. 2019, despite one less match and fewer channels than 2019
*269 mn viewers watched IPL in its opening week. 11mn more viewers per match compared to 2019
*1 out of 3 TV viewer watched IPL-13 Live
*44% of TV Households watched IPL-13 Live
*Peak viewership for HD channels
*The opening match of Mumbai Indians vs. Chennai Super Kings witnessed a viewership of 52 million Impressions (29% higher than 2019), watched by 158 million viewers (21% higher than 2019)
*Advertising volumes see 15% growth within Star Sports set of channels/ Live matches (excluding Star Sport 1 Bangla, Star Sports 2 (HD+SD)
*Both advertiser and brand counts increase as compared to the earlier season
*OTT has witnessed a 32% increase in user base for the IPL week over the previous week, primarily driven by massive gains seen in Disney+Hotstar.
*Significant gains in audience base seen for related sports apps / fantasy sports apps, Disney Hotstar during the IPL week.
Click here to view the one of its kind analysis done by BARC India, a joint industry body, for the first time for IPL.